1995 …2023

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Personal profile

Research interests

I am Professor of Marketing and Sustainability at Edinburgh Business School, Heriot Watt University. Previously I was Professor of Ethical and Sustainable Marketing, Director of Research and REF UoA 17 lead at Keele Business School; Professor of Marketing Ethics and Co-Director at the Centre for Business in Society (CBiS); Deputy Director of the Institute for Social Marketing (ISM-Open) and an academic at the Universities of Birmingham and Strathclyde.

The focus of my research is to generate knowledge that will contribute both theoretically and practically toward ongoing debates about supporting community and consumer wellbeing and embedding responsible business practices. Specifically, my research contributes to knowledge and applies theory in different contexts to provide a better understanding of sustainable and ethical consumer behaviour, and small business social responsibility. I investigate the role that context plays in determining how consumers and firms are enabled or deterred from behaving sustainably, and the tensions and conflicts that they face every day. My research also studies the role of consumers, small businesses, and social enterprises to act as catalysts for sustainable and regenerative change in the communities in which they operate. I investigate this in the context of food and beverages, the luxury and fashion industries, tourism, plastic, and packaging.

My work has been supported by grants from the ESRC, British Academy, UKRI and NERC and I have published over 100 journal articles and conference papers in peer reviewed publications. I am currently working with the GRAB Trust, funded by a Highlands and Islands Climate Change Community grant from BSA/UKRI on a reusable cup trial in Oban and Helensburgh.

I serve on the editorial boards of several management journals, including International Journal of Management Reviews, Journal of Marketing Management, and International Marketing Review. My industry engagement includes serving as a member of the Standards Committee for the Responsible Jewellery Council and presenting my research to the ICGLR-OECD-UN GoE Joint Forum on Responsible Mineral Supply Chains and the World Jewellery Confederation (CIBJO) Annual Congress in Moscow.

I am interested in working on sustainable and ethical consumption projects, particularly research that explores consumption reduction and resistance motives and broad ethical and sustainable consumption challenges in household and community contexts. I am also interested in exploring interdisciplinary collaborations around sustainability and Circular Economies with colleagues in disciplines outside the social sciences, specifically looking at how consumers perceive, understand, and accept new (and old) behaviours linked to sustainability, including alternative business models and reconnecting to past regenerative skills and behaviour.

I am interested in supervising research students in similar areas to those mentioned above, including students with an interest in community sustainability, particularly in the context of food, tourism, fashion, packaging, and plastics.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 2 - Zero Hunger
  • SDG 3 - Good Health and Well-being
  • SDG 5 - Gender Equality
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 10 - Reduced Inequalities
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action
  • SDG 14 - Life Below Water


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