Dr Caroline Moraes

Dr Caroline Moraes

Department of Marketing
Reader in Marketing and Consumer Research
Head of Department (Marketing)

Contact details

Room G39, Department of Marketing
Birmingham Business School, University House
University of Birmingham
Edgbaston Park Road
Edgbaston, Birmingham
B15 2TY

Caroline Moraes is a Reader in Marketing and Consumer Research and Head of the Department of Marketing at Birmingham Business School, University of Birmingham.

Caroline is internationally renowned for leading research in the field of Responsible Consumption and Marketing. She received her PhD from the Birmingham Business School at the end of 2007, focusing on new consumption communities and their countervailing responses to neoliberal marketplace power through sustainability practices. Since then, her research interests have converged at the intersection of consumption, ethics and sustainability, recognising that neoliberal markets generate complex ethical and responsibility challenges for consumers, marketers, NGOs and policy makers alike; challenges that reflect everyday relationality between individual agency and structure.

She is committed to theoretically informed, interpretive consumer research that seeks to benefit consumers and society sustainably. Her work uses qualitative methodologies and draws predominantly on theories of practice, power, liminality, as well as normative and descriptive ethics. Caroline’s research cuts across the disciplines of marketing ethics, sociology of consumption and sustainability. Her contribution to these research areas has been to illuminate how the interplay between consumer beliefs, meanings, shared social processes and market(ing) mechanisms can co-generate (un)ethical and (un)sustainable practices in the marketplace. This research programme has yielded relevant opportunities for public engagement and implications for responsible marketing practice, sustainable consumption and social policy.


  • PhD Marketing, University of Birmingham
  • MSc Marketing, University of Birmingham
  • PGCE Learning & Teaching in Higher Education, University of Birmingham


Caroline has a track record in exploring the field of Responsible Consumption and Marketing. She has engaged in, and led, collaborative research projects with colleagues at the universities of Birmingham, Cardiff, Liverpool, Glasgow, Loughborough, Kedge Business School (France), Católica-Lisbon (Portugal),  Almeria (Spain), among others.

Her research has been published in a range of journals including the Journal of Business Ethics, Psychology & Marketing, Journal of Marketing Management, Consumption Markets & Culture, Journal of Travel Research and Sociology. Caroline has been on the Editorial Advisory Board of the Journal of Advertising Research for a number of years and has acted as a reviewer for a number academic journals as well as the ESRC.

She has won research grants from the British Academy, the Academy of Marketing, ESRC Festival of Science and NCRM. Further, she has acted as a research consultant for a project commissioned by Craftspace, as part of their Arts Council England (ACE) Catalyst Evolve Consortium 2016-2019.

Caroline has engaged with various publics via social, print and broadcast media (e.g., BBC Radio 4, Professional Jeweller, The Conversation), throughout her career. She has also engaged with salient stakeholders including NGOs (e.g., Food Ethics Council, Ethical Trading Initiative, Responsible Trade Worldwide, Craftspace, the Social Audit Network), trade associations (e.g., British Jewellers’ Association, the World Jewellery Confederation, Responsible Jewellery Council), and others (e.g., UN/OECD 9th ICGLR-OECD-UN GoE Multi-stakeholder Forum on Responsible Mineral Supply Chains in Paris, German Federal Government report on Due Diligence for Responsible Mineral Supply Chains).


Caroline’s lecturing experience has been gained at undergraduate and postgraduate levels, both in the UK and internationally. She has developed and taught a range of marketing modules including principles of marketing, marketing communications, marketing ethics and qualitative research methods.

Postgraduate supervision

  • Two successful doctoral supervisions
  • Several undergraduate and postgraduate dissertations


Current research topics of interest include:

  • Community consumption
  • Consumer boycotts and buycotts
  • Consumer vulnerability
  • Craft consumption
  • Cultural consumption and marketing
  • Ethical, sustainable and responsible consumption
  • Prosumption
  • Responsible marketing
  • Social marketing issues and behavioural interventions
  • The use of visual data in interpretive consumer research


Moraes, C. (PI) and Magrizos, S. (2020) “Sustainability Plan Facilitation Project,” industry funded. £6,250.

Magrizos, S. (PI), Lamprinakos, G. and Moraes, C. (2020) “Understanding Digital Carbon Footprint Literacy,” Lloyds Banking Group Centre for Responsible Business funding. £12,000.

Magrizos, S. (PI) and Moraes, C. (2020) “Employees’ and Consumers’ Responses to Companies’ Corporate Responsibility Initiatives during the Covid-19 Pandemic,” BBS Seed Corn Funding Scheme (£3,000). 

Moraes, C. and McEachern, M. (2019) “Living with and through Food Poverty,” ESRC Festival of Science 2019. £1,000.00.

Moraes, C., Istanbulluoglu, D. and Garcia de Frutos, N. (2019) “Temporality in anti-consumption,” BBS Seed Corn Funding Scheme. £3,000.

McEachern, M. and Moraes, C. (2018) “Transitioning from Food Banks to Supermarkets: A Vulnerable Consumer’s Perspective,” British Academy/Leverhulme Small Grants fund. £10,000.

Moraes, C. (2018) “The Use of Shock Appeals in Experiential Marketing Communications,” BBS Seed Corn Funding Scheme. £800.

Moraes, C. (2018) “Investigating Food Poverty,” BBS Seed Corn Funding Scheme. £3,000.

Moraes, C. (2018) “Creative Approaches to Qualitative Researching,” NCRM, ESRC Bursary for Training 2018. £350.

Moraes, C. (2017) “An Exploration of Individual Charitable Giving Attitudes and Motivations in the Context of Contemporary Crafts,” research project commissioned by Craftspace through a Catalyst Evolve Consortium Grant funded by Arts Council England (ACE). £5,500.

Carrigan, C., Moraes, C., Bosangit, C., Ferreira, C., Ferreira, J. and Merendino, A. (2015) “Responsibility in Jewellery Consumption,” ESRC Festival of Science 2015. £750.

Moraes, C. (2015) “Digital Research Methods Course,” NCRM, ESRC Bursary for Training 2015. £500.

Spiteri-Cornish, L. and Moraes, C. (2015) “The Role of Identity and Fat Stereotypes in Food Consumption”, funding proposal submitted to BES Pump Priming Funding Scheme. £4,000.

Ferreira, C. and Moraes, C. (2014) “Consumer Attitudes toward Biodiversity Offset Markets,” CBiS Pump Priming Funding Scheme. £5,000.

Carrigan, M., Moraes, C. and Bosangit, C. (2012) “Responsible Business Practices in SMEs: The Case of the Birmingham Jewellery Quarter,” BES Faculty Research Pump-Priming Scheme. £4,380.

Moraes, C. and Michaelidou, N. (2012) “Participant-Observation Research on Social Media: Are Consumers Fully Aware of How They Are Being Researched and Do They Have any Ethical Concerns?” Academy of Marketing Research Initiative Funding 2012. £1,920.

Moraes, C. and Carrigan, M. (2012) “Acting Local, Thinking Global,” funding proposal submitted to the ESRC Festival of Social Science 2012. £1,725.

Moraes, C., Michaelidou, N. and Carrigan, M. (2011) “Do Advertising Appeals Have a Role to Play in Explaining Advertising Avoidance among YouTube Users?,” ASSC First Grant Scheme. £1,527.


Selected publications

Moraes, C., McEachern, M. G., Gibbons, A. and Scullion, L. (2021) “Understanding Lived Experiences of Food Insecurity Through A Paraliminality Lens,” Sociology, forthcoming (CABS 4*).

Alhashem, M., Moraes, C. and Szmigin, I. (2021) “Use and Social Value in Peer-to-Peer Prosumption Communities,” European Journal of Marketing, 55(1), pp. 193-218. Doi: https://doi.org/10.1108/EJM-03-2019-0235 (CABS 3*).

Moraes, C., Daskalopolou, A. and Szmigin, I. (2020) “Understanding Individual Voluntary Giving as a Practice: Implications For Regional Arts Organisations In The UK,” Sociology, 54(1), pp. 70-88Doi: https://doi.org/10.1177/0038038519860376(CABS 4*).

Moraes, C., Kerrigan, F. and McCann, R. (2020) “Positive Shock: A Consumer Ethical Judgement Perspective,” Journal of Business Ethics, 165, 735–751. Doi: https://doi.org/10.1007/s10551-018-4092-y (CABS 3*/FT).

Moraes, C., Magrizos, S. and Hebberts, L. (2020) “Female sexualisation and objectification in advertising: Research insights and future research agenda for advertising ethics,” Sage Handbook of Marketing Ethics, edited by Lynne Eagle, Stephan Dahl, Patrick De Pelsmacker and Ray Taylor. London: Sage, pp.91-106. Invited contribution.

Moraes, C., Carrigan, M., Bosangit, C., Ferreira, C. and McGrath, M. (2017) “Understanding Ethical Luxury Consumption through Practice Theories: A Study of Fine Jewellery Purchases,” Journal of Business Ethics, 145(3), pp. 525-543. Doi: 10.1007/s10551-015-2893-9 (CABS 3*/FT).

Carrigan, M., McEachern, M., Moraes, C. and Bosangit, C. (2017) “The Fine Jewellery Industry: CSR Challenges and Institutional Forces Facing SMEs,” Journal of Business Ethics, 143(4), pp. 681-699. Doi: 10.1007/s10551-016-3071-4 (CABS 3*/FT).

Spiteri-Cornish, L. and Moraes, C. (2015) “The Impact of Consumer Confusion on Nutrition Literacy and Subsequent Dietary Behavior,” Psychology & Marketing, 32(5), 558–574. Doi: 10.1002/mar.20800 (CABS 3*).

Moraes, C., Michaelidou, N. and Meneses, R. W. (2014) “The Use of Facebook to Promote Drinking among Young Consumers,” Journal of Marketing Management, 30 (13-14), 1377-1401. Doi: 10.1080/0267257X.2014.909512.

Moraes, C. (2014) “Using Multi-Sited Ethnography: An Exploration of Consumer Resistance, Community and Power at New Consumption Communities,” SAGE Research Methods Cases Collection Online, invited peer-reviewed contribution. Doi: http://dx.doi.org/10.4135/978144627305014526833.

Michaelidou, N., Siamagka, N. T., Moraes, C. and Micevski, M. (2013) “Do Marketers Use Visual Representations of Destinations That Tourists Value? Comparing Visitors’ Image of a Destination with Marketer-Controlled Images Online,” Journal of Travel Research, 52(6), pp. 789 – 804. Doi:10.1177/0047287513481272 (CABS 4*).