Professor Nicole Koenig-Lewis
(she/her)

PhD SFHEA

: Available for postgraduate supervision

Teams and roles for Nicole Koenig-Lewis

Professor of Marketing; Student Exchange Coordinator
Cardiff Business School

Dr Nicole Koenig-Lewis is a Professor of Marketing in Sustainable Consumer Behaviour at Cardiff Business School, Cardiff University and an affiliate to CAST (Centre for Climate Change and Social Transformations).

Her research evolves around the themes of circular economy, sustainable consumption and customer experiences with a special focus on the role of consumer engagement, emotions and attitudes. Her current projects tackle the theoretical debate about drivers and barriers to sustainable consumer behaviours in contexts such as circular consumption (e.g., renting of consumer goods, second-hand fashion consumption), attitudes to environmentally friendly packaging, and festivals/sport events/conferences as agents of sustainable behaviour change. She is exploring how consumer attitudes and emotions shape environmentally responsible choices and how we can encourage sustainable behaviour change. Her projects aim to inspire truly sustainable approaches to business. She has published in internationally recognised journals, such as Journal of Business Research, European Journal of Marketing, Journal of Environmental Psychology, Journal of Sustainable Tourism, Tourism Management, Journal of Services Marketing, Journal of Marketing Management and Annals of Tourism Research. She is the Co-Editor of the books: Public Value: Deepening, Enriching, and Broadening the Theory and Practice (Routledge, 2019) and The Routledge Companion to Marketing and Sustainability (Routledge, 2025).

Bridging the gap between academia and the business community, Nicole has undertaken several studies of major events, including sport, cultural and conferences, such as the National Eisteddfod, The Open & European Association of Sport Management. She is collaborating with external partners (Run4Wales, The R&A, NTT DATA, EASM, Dragons RFC & Pledgeball) to assess the potential for events as 'agents' for sustainable behaviour changes.

She currently is the Student Exchange Coordinator, chairs the Exchange Student Examination Board and co-chairs the Intercalary Year Examination Board (since November 2025). She previously held the position of the ESRC DTP Wales Patheway Convenor (Lead for Management and Business Pathway) between 2016 and 2023.

Date
Type

2019

Lindgreen, A. et al., 2019. Public value: Deepening, enriching, and broadening the theory and practice of creating public value. London and New York: Routledge.
Bosangit, C. and Koenig-Lewis, N. 2019. The interplay between self-perception and self-signalling: Exploring motivations and barriers to using pre-owned and shared goods. Presented at: 6th International Workshop on the Sharing Economy Utrecht, Netherlands 27-29 June 2019.
Dermody, J. et al., 2019. Critically examining the emergence of enviromaterialist consumers in industrialised China and India. Presented at: International Conference on Environmental Psychology (ICEP) 2019 University of Plymouth, UK 3-6 September 2019.
Koenig-Lewis, N. and Bosangit, C. 2019. Pre-owned versus brand-new: why consumers (de)value shared goods? Examining the role of self-perception theory. Presented at: 52nd Academy of Marketing Conference Regent's University, London, UK 2-4 July 2019. , pp.-.
Koenig-Lewis, N. and Bosangit, C. 2019. Reducing resource use through access-based consumption: A platform owners' perspective. Presented at: 7th International Symposium on Marketing Ethics and CSR Karlstad Business School/ CTF - Service Research Centre, Karlstad University, Sweden 7-9 April 2019. , pp.-.
Koenig-Lewis, N. , Hudson, K. and Bosangit, C. 2019. Family business brands and the ethical consumer: Leveraging category-based beliefs to enhance the credibility of cause-related claims. Presented at: 52nd Academy of Marketing Conference Regent's University London 2-4 July 2019. , pp.-.
Koenig-Lewis, N. , Palmer, A. and Grazzini, L. 2019. Plastic or non-plastic food packaging? An investigation of explicit and implicit attitudes to consumer adoption. Presented at: International Conference on Environmental Psychology (ICEP) 2019 University of Plymouth, UK 3-6 September 2019.

2018

Dermody, J. et al., 2018. Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: evidence from China and Poland. Journal of Business Research 86 , pp.333-343. (10.1016/j.jbusres.2017.09.041)
Koenig-Lewis, N. , Asaad, Y. and Palmer, A. 2018. Sports events and interaction among spectators: examining antecedents of spectators' value creation. European Sport Management Quarterly 18 (2), pp.193-215. (10.1080/16184742.2017.1361459)
Dermody, J. et al., 2018. Investigating green materialism among younger and older generations in China and the US: Can sustainable marketing help?. Presented at: 5th Annual British Environmental Society (BrEPS) Conference University of Surrey, UK 13-14 September 2018.
Zhao, A. et al., 2018. Promoting sustainable behaviours in China: The interplay of traditional cultural values and identity. Presented at: 3rd International Conference on Marketing, Strategy and Policy Newcastle University, London, UK 10-11 April 2018. , pp.-.

2017

Grazzini, L. , Koenig-Lewis, N. and Palmer, A. 2017. Communicating sustainable benefits: effects of mental representation and psychological distance perceptions. Presented at: 2017 Summer AMA Conference, San Francisco, California 4-6 August 2017.
Koenig-Lewis, N. , Bosangit, C. and Palmer, A. 2017. Exploring attitudes and motivations towards access-based consumption versus ownership-consumption. Presented at: Surrey Think Tank: Collaborative Economy Surrey 29 September 2017.
Koenig-Lewis, N. and Grazzini, L. 2017. Nudging consumers towards sustainable consumption choices: effects of psychological distance perceptions. Presented at: EMAC 2017 (European Marketing Conference) University of Groningen, Netherlands 23-26 May 2017.
Koenig-Lewis, N. and Palmer, A. 2017. Identifying customer behaviour segments based on a hierarchy of engagement - an exploratory study of a music festival. Presented at: 25th ICRM (International Colloquium in Relationship Marketing) Munich, Germany 12-14 Sep 2017.
Reynolds, L. , Koenig-Lewis, N. and Doering, H. 2017. Questioning the rhetoric of inclusivity in the co-creation of city brands through Bourdieu's field-capital lens. Presented at: Institute of Place Management 4th International Biennial Conference Manchester, UK 7-8 Sep 2017.
Reynolds, L. , Koenig-Lewis, N. and Doering, H. 2017. Struggling for legitimacy in the city branding process: an application of Bourdieu’s field-capital theory to the co-creation of the city brand identity. Presented at: 4th Corfu Symposium on Managing & Marketing Places 2017 Corfu, Greece 24-27 April 2017.
Reynolds, L. , Koenig-Lewis, N. and Woodside, A. 2017. Advancing stakeholder co-creation and co-production of city brand meanings: melds, gaps, omissions, and distortions in “elegant” Bath versus “rebel” Bristol. Presented at: 2nd Conference of the International Place Branding Association Swansea, Wales 5-9 December 2017.

2016

Dermody, J. et al., 2016. Young British partisan attitudes to negative election campaign advertising: a Tri-Party perspective. Journal of Political Marketing 15 (4), pp.333-361. (10.1080/15377857.2014.959687)
Palmer, A. , Koenig-Lewis, N. and Asaad, Y. 2016. Brand identification in higher education: a conditional process analysis. Journal of Business Research 69 (8), pp.3033-3040. (10.1016/j.jbusres.2016.01.018)
Koenig-Lewis, N. et al. 2016. The effects of passage of time on alumni recall of 'student experience'. Higher Education Quarterly 70 (1), pp.59-80. (10.1111/hequ.12063)
Koenig-Lewis, N. , Grazzini, L. and Palmer, A. 2016. Exploring the attitude-behaviour gap in sustainable consumption - a study of implicit and explicit measures of attitudes. Presented at: BAM Marketing and Retail SIG Event: Sustainability and Ethical Consumption University of Surrey 28th April 2016.
Reynolds, L. and Koenig-Lewis, N. 2016. Developing an inclusive city brand identity: stakeholder engagement as tipping or balancing the scales of stakeholder input?. Presented at: Inaugural Conference of the International Place Branding Association (IPBA 2016) London, England 7-9 December 2016.

2015

Organ, K. et al., 2015. Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices. Tourism Management 48 , pp.84-99. (10.1016/j.tourman.2014.10.021)
Asaad, Y. , Koenig-Lewis, N. and Palmer, A. 2015. Anticipating the show or the social experience? - examining customer-to-customer interaction in the performing arts. Presented at: Academy of Marketing Conference 2015 Limerick, Ireland 7-9 July 2015.
Dermody, J. et al., 2015. Advancing sustainable consumption in the UK and China: the mediating effect of pro-environmental self-identity. Journal of Marketing Management 31 (13-14), pp.1472-1502. (10.1080/0267257X.2015.1061039)
Koenig-Lewis, N. et al. 2015. Enjoyment and social influence: predicting mobile payment adoption. The Service Industries Journal 35 (10), pp.537-554. (10.1080/02642069.2015.1043278)
Koenig-Lewis, N. , Organ, K. and Palmer, A. 2015. The 'ladder of engagement' to building lasting customer relationships. Presented at: 15th ICRM (International Colloquium in Relationship Marketing) Hanken Business School, Finland 15th to 17th Sep 2015.
Organ, K. , Koenig-Lewis, N. and Palmer, A. 2015. The 'ladder of engagement' - an empirical study of its link to loyalty. Presented at: Academy of Marketing Conference 2015 Limerick, Ireland 7-9 July 2015.

2014

Dermody, J. et al., 2014. Young British partisans' and non-voters' processing of attack election advertising and the implications for marketing politics. Journal of Marketing Management 30 (9-10), pp.974-1005. (10.1080/0267257X.2014.933866)
Koenig-Lewis, N. et al. 2014. Consumers' evaluations of ecological packaging - rational and emotional approaches. Journal of Environmental Psychology 37 , pp.94-105. (10.1016/j.jenvp.2013.11.009)
Koenig-Lewis, N. and Palmer, A. 2014. The effects of anticipatory emotions on service satisfaction and behavioral intention. Journal of Services Marketing 28 (6), pp.437-451. (10.1108/JSM-09-2013-0244)
Stacey, K. , Koenig-Lewis, N. and Palmer, A. 2014. The effect of food festival engagement on food consumption choices. Presented at: Academy of Marketing Conference July 2014 University of Bournemouth, Bournemouth, UK 7-10 July 2014.

2013

Dermody, J. et al., 2013. Attack advertising as an agent of British youth political disempowerment? A review of empirical evidence from the 2010 British general election. In: Scullion, R. et al., The Media, Political Participation and Empowerment. Routledge Research in Political Communicatio. , pp.39-57.
Palmer, A. , Koenig-Lewis, N. and Medi Jones, L. E. 2013. The effects of residents' social identity and involvement on their advocacy of incoming tourism. Tourism Management 38 , pp.142-151. (10.1016/j.tourman.2013.02.019)

2011

Palmer, A. and Koenig-Lewis, N. 2011. The effects of pre-enrolment emotions and peer group interaction on students' satisfaction. Journal of Marketing Management 27 (11-12), pp.1208-1231. (10.1080/0267257X.2011.614955)

2010

Koenig-Lewis, N. and Bischoff, E. E. 2010. Developing effective strategies for tackling seasonality in the tourism industry. Tourism and Hospitality Planning & Development 7 (4), pp.395-413. (10.1080/1479053X.2010.520466)
Koenig-Lewis, N. , Palmer, A. and Moll, A. 2010. Predicting young consumers' take up of mobile banking services. International Journal of Bank Marketing 28 (5), pp.410-432. (10.1108/02652321011064917)
Palmer, A. and Koenig-Lewis, N. 2010. Primary and secondary effects of emotions on behavioural intention of theatre clients. Journal of Marketing Management 26 (13-14), pp.1201-1217. (10.1080/0267257X.2010.523008)
Zhao, A. L. et al., 2010. Adoption of internet banking services in China: is it all about trust?. International Journal of Bank Marketing 28 (1), pp.7-26. (10.1108/02652321011013562)

2009

Palmer, A. and Koenig-Lewis, N. 2009. An entended, community focused, experiential framework for relationship marketing. Journal of Customer Behaviour 8 (1), pp.85-96. (10.1362/147539209X414407)
Palmer, A. and Koenig-Lewis, N. 2009. An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal 3 (3), pp.162-176. (10.1108/17505930910985116)

2008

Koenig-Lewis, N. and Palmer, A. 2008. Experiential values over time - a comparison of measures of satisfaction and emotion. Journal of Marketing Management 24 (1-2), pp.69-85. (10.1362/026725708X273920)
Palmer, A. and Koenig-Lewis, N. 2008. Experiential bases for relationship development: a study of alumni relationships. Journal of Relationship Marketing 7 (1), pp.65-90. (10.1080/15332660802068013)

2007

Bischoff, E. E. and Koenig-Lewis, N. 2007. VFR tourism: the importance of university students as hosts. International Journal of Tourism Research 9 (6), pp.465-484. (10.1002/jtr.618)

2005

Koenig-Lewis, N. and Bischoff, E. E. 2005. Seasonality research: the state of the art. International Journal of Tourism Research 7 (4-5), pp.201-219. (10.1002/jtr.531)

2004

Koenig-Lewis, N. and Bischoff, E. E. 2004. Analyzing seasonality in Welsh room occupancy data. Annals of Tourism Research 31 (2), pp.374-392. (10.1016/j.annals.2003.12.006)
Koenig-Lewis, N. and Bischoff, E. E. 2004. Tourism demand patterns in turbulent times: analysing Welsh accommodation occupancy data for 1998-2001. International Journal of Tourism Research 6 (4), pp.205-220. (10.1002/jtr.475)

2003

Koenig-Lewis, N. and Bischoff, E. E. 2003. Seasonality of tourism in Wales: a comparative analysis. Tourism Economics 9 (3), pp.229-254. (10.5367/000000003101298376)

Research interests

Sustainable Behaviour Change
Circular Consumption (e.g. second-hand, renting, repair)
Sport and cultural events/festivals as agents of sustainable behaviour change

Research and Impact-Related Projects

Sustainable Sport Events, Events, Festivals and Conferences

2026: Accelerating Sustainable Behaviour in Mass Participation Running Events. ESRC IAA (PI: B. Briony; Co-I: W. Poortinga, A. Collins & N. Koenig-Lewis)

2026: AI Pollination - Hartree Centre Cardiff Hub support for Wales Tourism and Events. Welsh Government (Event Wales). (PI: COMSC, CO-Is CARBS: N. Koenig-Lewis, D. Dineva, R. Bowen)

2024-2025: Refining a toolkit for measuring attendee engagement and sustainable behaviour changes at sport events - a focus on rugby union supporters. ESRC IAA KEPS (Joint-PI: A. Collins & N. Koenig-Lewis, Co-I: D. Dineva).

2023-2025: Driving Forward Sustainable Behaviour Changes through Sport and Cultural Events. ESRC IAA (Joint-PI: A. Collins & Prof. N Koenig-Lewis, Co-I: D. Dineva & K Steentjes).

2022-2023: Reducing the travel footprint of major academic conferences: a focus on The European Association for Sport Management Conference. ESRC IAA (Joint PI: A. Collins & N. Koenig-Lewis).

2022-2023: Co-creating strategies to reduce the environmental impact of spectator travel to major sport events. Higher Education Funding Council for Wales (HEFCW) (Joint PI: A. Collins & N. Koenig-Lewis).

2022 CUROP (Cardiff Undergraduate Research Opportunities Programme): “Connecting Festivals in Wales – A View on Sustainability”.

2018 CUROP (Cardiff Undergraduate Research Opportunities Programme): “Influencing the Impact and Legacies of Festivals in Wales: A spotlight on 2018 National Eisteddfod Cardiff”

2017-2018: Impact and Legacies of Festivals in Wales: A spotlight on the National Eisteddfod. Funded by Cardiff University.

2016 ‘Plotting Value Lines at Music Festivals – exploring the impact of Sŵn festival on the audiences, the city and the music scene’. Cardiff University Festival Research Group. Funded by AHRC Research and Enterprise in Arts and Creative Technology Initiative.

Circular Consumption

Academy of Marketing Research Funding (AMRC) 2022-2023: “Do second-hand products make us (less) happy? The role of materialistic values and identity construction on consumers’ well-being judgements of circular products” (Co-I)

2018-2020 British Academy/Leverhulme Small Research Grant, “Reducing resource use through shared access to consumer goods – identifying subconscious barriers to nudging behaviour change” (PI)

2018/2019 Abu Dhabi University ADU Research Grant & Seedcorn Funding, CARBS, “Exploring motivations of consumers in UEA to participate in the sharing economy”

2020 ESRC/UK Research and Innovation Funding, Cardiff Festival of Social, “Renting consumer goods: sustainable consumption in a post-covid world?”

2019 ESRC/UK Research and Innovation Funding, Cardiff Festival of Social Science 2019, “Renting pre-owned goods: The future of consumption?”

2019 ESRC IAA Business Boost Funding 2019, “Consumers’ evaluation of tea packaging – communicating the right benefits to influence sustainable consumption”

2018/2019 Welsh Government (Food & Drink Wales Cluster Network), Innovation Partnership in Action Programme, “Creation of health promoting tea using Welsh honey and medicinal plants -Working with four collaborators from conception to route to market”

2017/2018 University’s Cardiff Incoming Visiting Fellowship Scheme & International Collaboration Seedcorn Fund, Cardiff University, “Public Value cooperation with Prof Timo Meynhardt”

2016/2017 Seedcorn Funding for Research, Cardiff Business School, Cardiff University, “Does sustainable packaging mean healthy? - Effects of packaging on perceived healthiness of food using implicit and explicit measures of attitudes”

2014 AMRC Research Funding, Academy of Marketing Research Grant “Adoption of ecologically friendly packaging material – an assessment using Implicit Association Test” (PI)

Teaching commitment

Current: BSc Business Management (Year 1): BS1528 Marketing (Co-Module Lead, 307 students),

Previous: MSc Marketing: BST380 Marketing Fundamentals (Module Leader); BST352 Marketing Research; MSc Strategic Marketing: BST146 Research in Strategic Marketing

PhD Supervision

MSc Supervision

Qualifications

Senior Fellow of The Higher Education Academy (SFHEA), 2015
PhD (University of Wales): "Examining seasonal tourism demand variations in Wales", Swansea University, 2004
Dipl-Kffr Business Management (Dresden University of Technology, Germany), 1998

Additional activities

Student Exchange Coordinator, Nov 2025-onwards
ESRC Wales DTP Pathway Convenor (Lead for Management and Business Pathway), 2016-2023
Founding member of the Cardiff University Festival Research Group
Founding member of the Cardiff University SFHEA Network
Member of the Cardiff Business School Shadow Management Board, 2015-2018

External Examiner for Flexible and Executive MBA Programmes (Marketing-related modules), Henley Business School, Reading University, 2019-2023
External Examiner for MSc Marketing programme, University of Gloucestershire, 2011-2015
External Examiner for BSc Business Management (Marketing) programme, Brunel University, 2013-2017

Honours and awards

2026. ESLA (Enriching Student Life Awards) – Nominated ‘Most Outstanding Use of the Learning Environment’ in the Enriching Student Life Awards 2026, Cardiff University, Student Union

2025. Celebrating Cardiff Impact Acceleration Account [IAA] Awards 2025 - Equipping event organisers to engage and drive forward fans' sustainable behaviour changes and stage more sustainable events, ‘Outstanding Partnership Impact’ Award, 2^nd prize, Highly Commendable, Interdisciplinary Research Team from CARBS & GEOPL (Koenig-Lewis, N.; Collins, A., Dineva, D.; Mockridge, C.)

2025. Journal of Consumer Behaviour Top Cited Article.
Zhao, A.L., Dermody, J., Koenig-Lewis, N., & Hanmer-Lloyd, S. (2024), “Cultivating sustainable consumption: The role of harmonious cultural values and pro-environmental self-identity”, Journal of Consumer Behaviour, 23: 1014-1031

2022. Celebrating Excellence Awards (10 Nov 2022) – Winner, Interdisciplinary Research Team from CARBS & GEOPL for ‘Excellence in Environmental Sustainability’ (Collins, A., Munday, M., Roberts, A., Koenig-Lewis, N., Flynn, A., Cooper, C., Jones, C.), Cardiff University,

2022. ESLA (Enriching Student Life Awards) – Nominated for ‘Most Uplifting Staff Member of the Year’, Cardiff University, Student Union

2018. Highly Commended Paper Award at the BrEPS 5^th Annual Conference, University of Surrey (Paper: Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N. and Zhao, A.L. (2018), ‘Investigating green materialism among younger and older generations in China and the US: Can sustainable marketing help?’)

2017. Outstanding Contribution Award 2017 for exceptional level of contribution and performance to the University, Cardiff University, Oct 2017

2017. Best Academic Paper prize at the 4^th IPM (Institute of Place Management) Conference (Paper: Laura Reynolds, L., Koenig-Lewis, N. & Doering, H. (2017), ‘Questioning the rhetoric of inclusivity in the co-creation of city brands through Bourdieu’s field-capital lens.’)

2015. Outstanding Contribution Award 2015 for exceptional level of contribution and performance to the University, Cardiff University, Nov 2015

2013. Best Paper - Academy of Marketing Conference – Political Marketing Track Prize, Sponsored by Wiley

2011. Outstanding Reviewer at the Emerald Literati Network Awards for Excellence 2011

2010. Best Paper - Academy of Marketing Conference - Services Marketing Track

Professional memberships

Senior Fellow of Higher Education Academy (SFHEA)
Academy of Marketing (AM)
European Academy of Marketing (EMAC)
Affiliate to CAST (Centre for Climate Change and Social Transformations)
Member of Forum Gemeinwohl (Public Value Forum), Germany
Member of CERIG (Circular Economy Research and Innovation Group) for Wales
Member of the International Society for the Circular Economy (IS4CE)
Founding Member of Cardiff University Festival Research Group, Cardiff University (since 2016)

Academic positions

2023-present: Professor of Marketing, Cardiff Business School, Cardiff University, UK
2018-2023: Reader (Associate Professor) in Marketing, Cardiff Business School, Cardiff University, UK
2016-2018: Senior Lecturer (Associate Professor) in Marketing, Cardiff Business School, Cardiff University, UK
2015-2016: Lecturer in Marketing, Cardiff Business School, Cardiff University, UK
2012-2014: Senior Lecturer (Associate Professor) in Marketing, Swansea University, School of Management
2005-2012: Lecturer in Marketing, Swansea University, School of Management
2000-2004: Posgraduate Tutor, Swansea University, School of Management

Speaking engagements

Invited Guest Speaker at Seminar “Responsible Entrepreneurship for the Common Good”, at HHL Leipzig, Germany, Topic: “Rethinking Current Consumption Models”, 4 June 2025, Host: Prof Timo Meynhardt, SpinLabs Leipzig

Invited Speaker, Surrey Business School, UK, Topic: “Transitioning to a new era of consumerism – from owning to renting everyday consumer goods”, 20 March 2024

Invited Speaker at the 7^th AESIS International Societal Impact of Social Sciences, Humanities and Arts Conference 2023, Cardiff, ‘Good Practices of Impact’ Presentation and Panel Discussion. 20 Oct 2023

Invited Speaker at the ISBE (Institute for Small Business and Entrepreneurship) Conference 2021, Doctoral Day, “Working collaboratively with outside organisations”, Tramshed, Cardiff, 27 October 2021

Invited Speaker for Events and Sustainability: launch of special issue of the Journal of Sustainable Tourism dedicated to the relationship between events and sustainability, Online international webinar, 6 Oct 2021

Invited Speaker for BBC Radio 5, Series “What Planet Are We On?” Contribution to Podcast ‘Mindful Consumption’, 29 Oct 2020

Invited Expert Speaker and Panel Member to give evidence in the Panel “What we buy: Buying Second-hand, Renting, Sharing: The Future of Consumption?”, at the Climate Assembly UK, Birmingham, 8 February 2020 (commissioned by six select committees of the House of Commons, Final Report – Climate Assembly UK – The path to net zero

Invited Speaker at public event 'Sport and Cultural Events: Enhancing the quality of event impact evaluations', Cardiff University, School of Geography and Planning, 6 February 2019

Invited Speaker, HHL Leipzig Graduate School of Management, Leipzig, Germany, Topic: “Access-based consumption: exploring psychological barriers to renting consumer goods”, 8 Nov 2019

Invited Speaker at research seminar “Sustainable consumption in emerging markets”, 16^th May 2017, School of Management, Swansea University

Invited Speaker, CRiAC Centre for Research in Advertising & Consumption at School of Management, University of Bath, “The effects of anticipated positive and negative emotions on satisfaction”, 02.11.2011

Invited Speaker, Exeter University, Topic: “The effect of festival engagement on food consumption choices – a longitudinal study”, 21.02.2014

Blogs and Other Publications

People tend to be less green on holiday – here’s how to change that, 1 Aug 2024, The Conversation

National Eisteddfod Research Project on the visitor experience/engagement, values and legacy impacts of the festival, as well as sustainable travel modes, 2017 & 2018

Cardiff Business School Blog 9 Nov 2020 - Access-based consumption: the way forward towards a more sustainable and circular future?

Creative Cardiff Blog, 29 June 2020, The festival show must go on(line)

Creative Cardiff Blog, 3 April 2017, Swn Music Festival Project - A spotlight on Swn Music Festival - Report Launch

Committees and reviewing

Ad-hoc journal reviewer (including Journal of Business Ethics, Psychology and Marketing, Journal of Business Research, European Journal of Marketing, Event Management, European Sport Management Quarterly, Journal of Consumer Behaviour, Tourism Management)
Editorial Advisory Board for Event Management
Editorial Review Board for Journal of Consumer Behaviour
Editorial Review Board for International Journal of Consumer Studies

PhD supervision research interests

I am interested in supervising PhD students in the areas of:

Sustainable consumption
Sustainable Behaviour Change
Consumer attitudes towards circular economy
Circular consumption
Sport Events/festivals as agents of sustainable behaviour change

Current supervision

Yinan Li

Yanpeng Pei

Amir Salimi Babmiri

Past projects

Sarah Hughes, Cardiff University, Title: “Problematic Smartphone Use and Wellbeing: The Roles of Screentime and Impulsivity” (completed 2025, Lead supervisor)

Edward Davies, Cardiff University, Title: “From Value Creation to Customer Experience and Engagement: The Rail Passenger’s Perspective” (completed 2025, 2^nd supervisor)

Tiansheng Yang, Cardiff University, Title: “Understanding the transition towards sustainable product-service systems for personal mobility. A study of electric vehicle sharing schemes in China’s Yangtze River Delta Economic Zone” (completed 2024, 2^nd supervisor)

Bader Alkaffary, Cardiff University, Title: “A study of psychological ownership in different stages of access-based fashion consumption” (completed 2022, Lead supervisor)

Laura Reynolds, Cardiff University, Title: “A Critical Approach to Place Branding Governance: From ‘Holding Stakes’ to ‘Holding Flags’” (completed 2018, Lead supervisor)

Kate Organ (née Stacey), Swansea University, Title: “Measuring the Experiential Values of Food Festivals in Wales” (completed 2013, 2^nd supervisor)