Professor Caroline Moraes

Professor Caroline Moraes

Department of Marketing
Professor of Marketing and Consumer Research

Contact details

Address
University House
University of Birmingham
Edgbaston
Birmingham
B15 2TT
UK

Caroline Moraes is Professor of Marketing and Consumer Research at Birmingham Business School, University of Birmingham. She has a track record of research focusing on how issues of ethics, sustainability and responsibility manifest in everyday consumer practices, marketing, and markets. Her research has been published in several international journals, books, peer-reviewed conference proceedings and reports. Caroline’s work is interdisciplinary and seeks to benefit consumers and society. She has made a significant contribution to the marketing discipline and beyond through her original research, innovative teaching, and leadership.

Qualifications

  • Postgraduate Certificate in Learning and Teaching in Higher Education, University of Birmingham, 2012
  • PhD, University of Birmingham, 2007
  • MSc in Marketing (Distinction), University of Birmingham, 2002
  • BA in Social Communication, Fundação Armando Álvares Penteado, 1999

Teaching

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

Current research topics of interest include:
• Community consumption
• Consumer boycotts and buycotts
• Consumer vulnerability
• Craft consumption and marketing
• Ethical, sustainable and responsible consumption
• Food insecurity
• Prosumption
• Responsible marketing
• Social marketing
• Creative approaches to qualitative consumer research

Research

Caroline Moraes is Professor of Marketing and Consumer Research at Birmingham Business School, University of Birmingham.

Caroline’s research focuses on how issues of ethics, sustainability and responsibility manifest in everyday consumer practices, marketing and markets. She is committed to theory-informed consumer research that seeks to benefit consumers and society. Her work uses qualitative methodologies and draws predominantly on theories of practice, power, liminality, as well as normative and descriptive ethics. Caroline’s research is interdisciplinary, cutting across the disciplines of marketing and consumer ethics, sociology of consumption and sustainability. She sees sustainability broadly, as encompassing both environmental and societal issues such as poverty and hunger.

Caroline has published her work in several international journals, edited collections, conference proceedings and reports. She is also the lead editor of Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications (Routledge, 2024).

Her academic research has been funded by British Academy, the Academy of Marketing, ESRC, and charitable organisations. Caroline has also led and worked on industry research projects with commercial organisations.

Caroline been on the Editorial Advisory Board of the Journal of Advertising Research for several years and continues to act as a reviewer for a range of international and national journals, book publishers, and research funders such as the ESRC, British Academy and British Academy of Management. Her work has generated many opportunities for public engagement and implications for responsible marketing practice, sustainable consumption and social policy.

Publications

Recent publications

Book

Moraes, C, McEachern, MG & O’Loughlin, D (eds) 2024, Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications. Routledge Frontiers of Political Economy, 1 edn, Routledge. https://doi.org/10.4324/9781003226222

Article

McEachern, MG, Moraes, C, Scullion, L & Gibbons, A 2024, 'Urban poverty and the role of UK food aid organisations in enabling segregating and transitioning spaces of food access', Urban Studies.

McEachern, MG, Warnaby, G & Moraes, C 2021, 'The role of community-led food retailers in enabling urban resilience', Sustainability, vol. 13, no. 14, 7563. https://doi.org/10.3390/su13147563

Chapter (peer-reviewed)

Moraes, C, McEachern, MG & O’Loughlin, D 2024, Poverty and Austerity: An Introduction. in Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications. 1 edn, Routledge, pp. 1-16. https://doi.org/10.4324/9781003226222-1

O’Loughlin, D, McEachern, MG & Moraes, C 2024, Poverty and Austerity: A Succinct Summary and Conclusions. in C Moraes, MG McEachern & D O'Loughlin (eds), Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications. 1 edn, Routledge Frontiers of Political Economy, Routledge, pp. 199-203. https://doi.org/10.4324/9781003226222-15

Moraes, C, McEachern, MG, Scullion, L & Gibbons, A 2024, Reflecting on Paraliminality as a Theoretical Lens to Understand Experiences of Food Insecurity. in C Moraes, MG McEachern & D O'Loughlin (eds), Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications. 1 edn, Routledge Frontiers of Political Economy, Routledge, pp. 54-70. https://doi.org/10.4324/9781003226222-5

Cassell, C, Moraes, C & Muscat-Sharp, E 2024, Striving to Be and Market a Responsible Business School. in M Saren, LM Hassan, M McGowan, NC Smith, E Surman & R Varman (eds), Responsible Marketing for Well-being and Society: A Research Companion. 1 edn, Routledge Research Companions in Business and Economics, Routledge.

Moraes, C & TyreeHageman, J 2022, Sustainability and the consumer. in I Szmigin & M Piacentini (eds), Consumer Behaviour. 3rd edn, Oxford University Press, Oxford. <https://global.oup.com/academic/product/consumer-behaviour-9780198862567>

Abstract

Phillips, J, Roumpi, D, Magrizos, S & Moraes, C 2021, 'Employee Deviance: Retaliation after Employer’s Response to COVID-19', Academy of Management Proceedings, vol. 2021, no. 1, 13745. https://doi.org/10.5465/ambpp.2021.13745abstract

Conference contribution

Spotswood, F, Moraes, C, Kindberg, T & Priest, C 2024, The Pervasive Instability of Online Sustainable Shopping. in 12th EIASM Interpretive Consumer Research Workshop. 12th EIASM Interpretive Consumer Research Workshop, Malaga, Spain, 18/04/24.

de Frutos, NG, Magrizos, S, Moraes, C & Istanbulluoglu, D 2023, Anti-consumption, subjective wellbeing and time orientation. in 2023 European Advances in Consumer Research. 2023 European Advances in Consumer Research, Amsterdam, Netherlands, 6/07/23.

de Frutos, NG, Magrizos, S, Istanbulluoglu, D & Moraes, C 2023, Examining the Interconnections Among Anti-Consumption, Subjective Wellbeing and Time Orientation: An Extended Abstract. in 2023 Academy of Marketing Science 48th Annual Conference. 2023 Academy of Marketing Science 48th Annual Conference, New Orleans, Louisiana, United States, 17/05/23.

Moraes, C, Istanbulluoglu, D, de Frutos, NG & Magrizos, S 2023, Examining the Micro-Level Socio-Temporal Rhythms of Anti-consumption. in 2023 European Advances in Consumer Research. 2023 European Advances in Consumer Research, Amsterdam, Netherlands, 6/07/23.

Other contribution

Moraes, C 2022, Written evidence, Dr Caroline Moraes, Birmingham Business School, University of Birmingham, UK (CCE0019). House of Lords. <https://committees.parliament.uk/writtenevidence/41624/pdf/>

Other report

Moraes, C & Surman, E 2021, Meeting the challenge of responsible business: Birmingham Business School Sharing Information on Progress Report 2019–2020 . University of Birmingham. <https://www.birmingham.ac.uk/news/2021/prme-report-highlights-commitment-to-responsible-business>

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