Professor Caroline Moraes

Professor Caroline Moraes

Department of Marketing
Professor of Marketing and Consumer Research
Co-Director of the Centre for Responsible Business

Contact details

Email
c.moraes@bham.ac.uk
Address
University House
University 麻豆精选
Edgbaston
Birmingham
B15 2TT
UK

Caroline Moraes is Professor of Marketing and Consumer Research at Birmingham Business School, University 麻豆精选. She is also Co-Director of the Centre for Responsible Business and Director of Research for the Department of Marketing. Caroline 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. Prior to her academic career, Caroline worked in the advertising industry. 

Qualifications

  • Postgraduate Certificate in Learning and Teaching in Higher Education, University 麻豆精选, 2012
  • PhD, University 麻豆精选, 2007
  • MSc in Marketing (Distinction), University 麻豆精选, 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:
鈥� Community consumption
鈥� Consumer boycotts and buycotts
鈥� Consumer vulnerability
鈥� Craft consumption and marketing
鈥� Ethical, sustainable and responsible consumption
鈥� Food insecurity
鈥� Prosumption
鈥� Responsible marketing
鈥� Social marketing
鈥� Creative approaches to qualitative consumer research

Research

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

Caroline鈥檚 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鈥檚 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聽(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.聽

Other activities

Caroline Moraes has been Co-director of the Centre for Responsible Business and Director of Research for the Department of Marketing since March 2024.

Publications

Recent publications

Book

Moraes, C, McEachern, MG & O鈥橪oughlin, D (eds) 2024, . Routledge Frontiers of Political Economy, 1 edn, Routledge.

Article

Phillips, JM, Roumpi, D, Magrizos, S & Moraes, C 2024, '', Journal of Business and Psychology.

Moraes, C, Istanbulluoglu, D, de Frutos, NG & Magrizos, S 2024, '', Sociology, vol. 59, no. 2, pp. 341-362.

McEachern, MG, Moraes, C, Scullion, L & Gibbons, A 2024, '', Urban Studies, vol. 61, no. 11, pp. 2231-2249.

Chapter (peer-reviewed)

Moraes, C, McEachern, MG & O鈥橪oughlin, D 2024, . in Researching Poverty and Austerity: Theoretical Approaches, Methodologies and Policy Applications. 1 edn, Routledge, pp. 1-16.

O鈥橪oughlin, D, McEachern, MG & Moraes, C 2024, . 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.

Moraes, C, McEachern, MG, Scullion, L & Gibbons, A 2024, . 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.

Cassell, C, Moraes, C & Muscat-Sharp, E 2024, . in M Saren, LM Hassan, M McGowan, NC Smith, E Surman & R Varman (eds), Responsible Marketing for Well-being and Society: A Research Companion. 1st edn, Routledge Research Companions in Business and Economics, Routledge, pp. 405-430.

Abstract

Stolley, K, Kerrigan, F, Moraes, C & Pepe, P 2024, '', 10th International Symposium on Marketing Ethics and Corporate Social Responsibility, Galway, Ireland, 14/04/24 - 16/04/24.

Conference contribution

Osadchaya, E, Houghton, D & Moraes, C 2025, . in Association for Consumer Research Latin American Conference 2025, June 25-27. Association For Consumer Research, Instituto Insper, Sao Paulo, pp. 1-6, Association for Consumer Research Latin America Conference 2025, Sao Paulo, Brazil, 25/06/25.

Moraes, C 2024, . in Consumer Culture Theory Conference Proceedings. San Diego, CA, pp. 1-4, Consumer Culture Theory 2024, San Diego, United States, 11/07/24.

Stolley, K, Kerrigan, F & Moraes, C 2024, in Consumer Culture Theory Conference Proceedings. San Diego, CA, pp. 1, Consumer Culture Theory 2024, San Diego, United States, 11/07/24.

Spotswood, F, Moraes, C, Kindberg, T & Priest, C 2024, . in 12th EIASM Interpretive Consumer Research Workshop. 12th EIASM Interpretive Consumer Research Workshop, Malaga, Spain, 18/04/24.

Spotswood, F, Moraes, C, Kindberg, T & Priest, C 2024, . in Consumer Culture Theory Conference Proceedings. San Diego, CA, pp. 1-4, Consumer Culture Theory 2024, San Diego, United States, 11/07/24.

Other contribution

Moraes, C 2024, . University 麻豆精选, Birmingham, UK.

Expertise

Sustainable consumption, marketing ethics, advertising ethics, market exclusion

Alternative contact number available for this expert: