Prof. Marija CERJAK, PhD, is a Full Professor and Vice Dean for Science and International Relations at the University of Zagreb Faculty of Agriculture, Department of Marketing and Innovation in Agribusiness. Her research focuses on agribusiness marketing, consumer behavior, rural tourism, and experimental economics. She has authored numerous scientific and professional papers and has participated at numerous international and national conferences. She has extensive international experience in research projects and has delivered guest lectures at prestigious universities. She is a board member of the European Association of Agricultural Economists.