1995 …2021

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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 Unit of Assessment 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 was 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 embedding responsible business practices and supports community and consumer wellbeing and sustainability. 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. In particular, 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 SMEs and consumers to act as catalysts for sustainable change in the communities in which they operate, and I investigate this in the context of food and beverages, FMCG, luxury and fashion industries, packaging and plastics.

My work has been supported by grants from the ESRC and British Academy, and I have published over 100 journal articles and conference papers in peer reviewed publications. I serve on the editorial boards of a number of management journals, including 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, cross-cultural ethical consumption, 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 technology and innovations linked to sustainability.

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

Expertise related to UN Sustainable Devlopment 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 12 - Responsible Consumption and Production

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