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).

Currently, she is a UN Principles for Responsible Management Education (PRME) Lead for the Birmingham Business School.


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
• Prosumption
• Responsible marketing
• Social marketing issues and behavioural interventions
• Creative approaches to qualitative consumer research



Moraes, C. and Magrizos, S. (2020) "Corporate responsibility and sustainability strategy facilitation," Industry consultancy and research project. £6,250.

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

Moraes, C. (2019) “Temporality in anti-consumption,” BBS Seed Corn Funding Scheme. Co-investigators: Dr Doga Istanbulluoglu (UoB) and Dr Nieves Garcia de Frutos (Universidad de Almeria, Spain). £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 their 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.


Highlight publications

Moraes, C, Daskalopoulou, A & Szmigin, I 2019, 'Understanding individual voluntary giving as a practice: implications for regional arts organisations in the UK', Sociology, vol. 54, no. 1, pp. 70-88. https://doi.org/10.1177/0038038519860376

Moraes, C, Kerrigan, F & McCann, R 2020, 'Positive shock: a consumer ethical judgement perspective', Journal of Business Ethics, vol. 165, no. 4, pp. 735–751. https://doi.org/10.1007/s10551-018-4092-y

Carrigan, M, McEachern, M, Moraes, C & Bosangit, C 2017, 'The Fine Jewellery Industry: Corporate Responsibility Challenges and Institutional Forces Facing SMEs', Journal of Business Ethics, vol. 143, no. 4, pp. 681–699. https://doi.org/10.1007/s10551-016-3071-4, https://doi.org/10.1007/s10551-016-3071-4

Moraes, C, Carrigan, M, Bosangit, C, Ferreira, C & McGrath, M 2015, 'Understanding Ethical Luxury Consumption through Practice Theories: A Study of Fine Jewellery Purchases', Journal of Business Ethics, vol. 145, no. 3, pp. 525–543. https://doi.org/10.1007/s10551-015-2893-9

Spiteri-Cornish, L & Moraes, C 2015, 'The impact of consumer confusion on nutrition literacy and subsequent dietary behavior', Psychology & Marketing, vol. 32, no. 5, pp. 558–574. https://doi.org/10.1002/mar.20800

Recent publications


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

Moraes, C, McEachern, MG, Gibbons, A & Scullion, L 2021, 'Understanding lived experiences of food insecurity through a paraliminality lens', Sociology. https://doi.org/10.1177/00380385211003450

Alhashem, M, Moraes, C & Szmigin, I 2020, 'Use and social value in peer-to-peer prosumption communities', European Journal of Marketing. https://doi.org/10.1108/EJM-03-2019-0235

Moraes, C 2017, 'Consumers’ concerns with how they are researched online', Business and Professional Ethics Journal, vol. 36, no. 1, pp. 79-101. https://doi.org/10.5840/bpej2016122853

Ferreira, C, Michaelidou, N, Moraes, C & McGrath, M 2017, 'Social Media Advertising: Factors Influencing Consumer Ad Avoidance', Journal of Customer Behaviour, vol. 16, no. 2, pp. 183-201. https://doi.org/10.1362/147539217X14909733609398

Moraes, C, Michaelidou, N & Canning, L 2016, 'Students’ Attitudes toward a New Group Coursework Protocol and Peer Assessment System', Industry and Higher Education, vol. 30, no. 2, pp. 117-128. https://doi.org/10.5367/ihe.2016.0296

Rimkute, J, Moraes, C & Ferreira, C 2016, 'The Effect of Scent on Consumer Behaviour', International Journal of Consumer Studies, vol. 40, no. 1, pp. 24-34. https://doi.org/10.1111/ijcs.12206


Moraes, C & TyreeHageman, J 2021, 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>

Moraes, C, Magrizos, S & Hebberts, L 2020, Female Sexualisation and Objectification in Advertising: Research Insights and Future Research Agenda for Advertising Ethics. in L Eagle, S Dahl, P De Pelsmacker & R Taylor (eds), The Sage Handbook of Marketing Ethics. SAGE Publications, London, pp. 91.

Commissioned report

McEachern, M, Moraes, C, Gibbons, A & Scullion, L 2020, Research brief update: understanding food poverty and the transitional behaviour of vulnerable individuals. <https://pure.hud.ac.uk/en/publications/research-brief-update-understanding-food-poverty-and-the-transiti>

Conference contribution

Moraes, C 2019, A practice-based exploration of individual philanthropy in contemporary arts and crafts: an abstract. in P Rossi & N Key (eds), Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 431-432, The 21st AMS World Marketing Congress (WMC), Porto, Portugal, 27/06/18. https://doi.org/10.1007/978-3-030-02568-7_118

Moraes, C, Kerrigan, F & McCann, R 2018, Consumer ethical judgement of threat appeals. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, 22nd AMS World Marketing Congress, Edinburgh, United Kingdom, 9/07/19.

Michaelidou, N, Moraes, C & Micevski, M 2016, A scale for measuring consumers’ ethical perceptions of social media research. in M Obal, N Krey & C Bushardt (eds), Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science : Proceedings of the Academy of Marketing Science. 1 edn, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 97-100. https://doi.org/10.1007/978-3-319-11815-4_33

Moraes, C, Ferreira, C, Michaelidou, N & McGrath, M 2016, Consumer ethical judgement and controversial advertising avoidance on social media. in L Petruzzellis & R Winer (eds), Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science , Springer, pp. 189-193. https://doi.org/10.1007/978-3-319-29877-1_42


Moraes, C & Michaelidou, N 2017, 'Introduction to the Special Thematic Symposium on the Ethics of Controversial Online Advertising', Journal of Business Ethics, vol. 141, no. 2, pp. 231–233. https://doi.org/10.1007/s10551-015-2754-6

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