Heleen Dreyer is a lecturer and researcher in Consumer Sciences in the Africa Unit for Transdisciplinary Health Research, North-West University. She holds a MA degree from North-West University and is currently finalizing her PhD at North-West University. Her research focuses on consumer behaviour and informed decision-making that can lead to consumer well-being. She specifically focuses on green consumer behaviour, green habits and practices, consumer personality, self-efficacy and situational and contextual influences in an emerging economy context. She has published in and reviewed in peer-reviewed scientific journals and delivered oral presentations on this topic at local and international conferences.