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Nicole Koenig-Lewis

Professor Nicole Koenig-Lewis


Professor of Marketing

Cardiff Business School

+44 29208 70967
Aberconway Building, Room E01b, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Dr Nicole Koenig-Lewis is a Professor of Marketing 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 customer experiences, sustainable consumption and access-based consumption with a special focus on consumer engagement, the role of emotions and consumer attitudes. Her current projects tackle the theoretical debate about drivers and barriers to sustainable consumer behaviours in contexts such as sustainable consumption, environmentally friendly packaging, access-based consumption, and festivals as agents of sustainable behaviour change. She is interested in how consumer attitudes towards sustainable consumption are shaped and how we can influence behaviour aiming to inspire truly sustainable approaches to business.

She was the Principal Investigator for the academic research project about consumer attitudes towards the sharing economy funded by the British Academy/Leverhulme Small Research Grant, “Reducing resource use through shared access to consumer goods – identifying subconscious barriers to nudging behaviour change”, (with Bosangit, C.). She has published in internationally recognised journals, such as Journal of Business Research, European Journal of Marketing, Journal of Environmental Psychology, Tourism Management, Journal of Services Marketing, Journal of Marketing Management and Annals of Tourism Research. Bridging the gap between academia and the business community, Nicole is working closely with a number of external business partners contributing to raise the profile of the University. Her research and external academic engagement consistently informs her teaching at undergraduate and postgraduate level.

Nicole has been awarded the status of Senior Fellow of the Higher Education Academy in February 2015 and is also a professional certified member of the Market Research Society.























Book sections




Research interests

  • Sustainable consumption
  • Access-based consumption (e.g., material consumption, rental)
  • Circular economy (e.g., consumer attitudes, second-hand)
  • Events/festivals as agents of sustainable behaviour change

Research projects, funding, impact and engagement events

Access-based Consumption/Circular Economy

  • 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”, 1 Aug 2022 – 31 July 2023 (PI – O Moldes Andres, CoI – N Koenig-Lewis, C Bosangit) 
  • British Academy/Leverhulme Small Research Grant 2018-2020, “Reducing resource use through shared access to consumer goods – identifying subconscious barriers to nudging behaviour change”,  (with Bosangit, C.), July 2018- Jan 2020
  • Abu Dhabi University ADU Research Grant 2018-2019, “Exploring motivations of consumers in UEA to participate in the sharing economy”, (with Iyanna, S., Carrigan, M. & Bosangit, C.)
  • 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
  • Cardiff Business School Blog 9 Nov 2020 - Access-based consumption: the way forward towards a more sustainable and circular future?

Festival Research Group & Events Research

  • The Festival Research Group (FRG) was set up in 2016 to bring together academics at Cardiff University with key stakeholders to undertake collaborative research on the festival scene, and to consider urgent questions on the future of festivals.

  • Cardiff University Harmonised Impact Acceleration Account (IAA) – ESRC 2023-2024: “Driving Forward Sustainable Behaviour Changes through Sport and Cultural Events”, Nov 2023-Sep 2024 (Joint Co-I – N Koenig-Lewis (CARBS), A Collins (Geopl), D Dineva (CARBS), K Steentjes (PSYCH))

  • Cardiff University ESRC Impact Acceleration Account (IAA) 2023: “Events as agents of sustainable behaviour change: Evidencing impact and planning future impact activities with partners”, June-Sep 2023 (Joint Co-I – A Collins (Geopl), N Koenig-Lewis (CARBS), D Dineva (CARBS) 

  • Cardiff University ESRC Impact Acceleration Account (IAA) Initiator Funding 2022-2023: “Reducing the travel footprint of major academic conferences: a focus on The European Association for Sport Management Conference”, 1 Aug 2022 – 31 March 2023 (Joint PI – A Collins (Geopl), N Koenig-Lewis (CARBS))
  • Innovation for All Funding, Research Wales Innovation Funding (RWIF) from the Higher Education Funding Council for Wales (HEFCW) 2022: The impact of sport events as agents for sustainable behaviour change", 2022-2023 (Joint PI – A Collins (Geopl), N Koenig-Lewis (CARBS), CoI – Dineva, D. (CARBS) in collaboration with NTT DataUK

  • CUROP (Cardiff Undergraduate Research Opportunities Programme) 2022: “Connecting Festivals in Wales – A View on Sustainability”, Cardiff University (Centre for Education Support and Innovation), 2022 (PI – N Koenig-Lewis, CoI: A Collins)
  • CUROP project (Cardiff Undergraduate Research Opportunities Programme) 2018: “Influencing the Impact and Legacies of Festivals in Wales: A spotlight on 2018 National Eisteddfod Cardiff”, Cardiff University (Centre for Education and Innovation)
  • Creative Cardiff Blog, 29 June 2020, The festival show must go on(line)
  • Creative Cardiff Blog, 3 April 2017, Swn Music Festival Project - A spotligth on Swn Music Festival - Report Launch
  • National Eisteddfod Research Project on the visitor experience/engagement, values and legacy impacts of the festival, as well as sustainable travel modes, 2017 & 2018
  • Invited Guest Speaker at public event 'Sport and Cultural Events: Enhancing the quality of event impact evaluations', Cardiff University, School of Geography and Planning, 6th February 2019

Public Value and Sustainability

  • Book Editor - Lindgreen, A., Koenig-Lewis, N., Kitchener, M., Brewer, J. D., Moore, M. H. and Meynhardt, T. (Eds) (2019), Public Value: Deepening, Enriching, and Broadening the Theory and Practice. Abingdon, Routledge. (ISBN 978-1-138-05966-5),,-society-and-communities
  • International Development Scheme Funding 2016, Cardiff Business School, Cardiff University, “Public Value cooperation” with Prof Timo Meynhardt,;
  • AMRC Research Funding 2014, Academy of Marketing Research Grant 2014-2015 “Adoption of ecologically friendly packaging material – an assessment using Implicit Association Test”, Koenig-Lewis, N.(PI), Palmer, A. (CoI)
  • ESRC IAA Business Boost Funding 2019, ‘Consumers’ evaluation of tea packaging – communicating the right benefits to influence sustainable consumption’, Lead Applicant, with Bosangit, C. & Adwell Foods Ltd. - Welsh Brew, Cardiff University, 1st Feb to 31st March 2019
  • Welsh Government (Food & Drink Wales Cluster Network) 2018/2019, 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” Lead applicant Adwell Food Ltd, Collaborative partners - Cardiff University: School of Pharmacy and Cardiff Business School,  29th Oct 2018 to 1st March 2019

Conference Organisation & Track Chairs

  • Conference Committee of the Academy of Marketing Conference, AM2024 Marketing: Fusing resilience and power for public value - igniting marketing's social spirit, Cardiff Business School, 1-4 July 2024
  • Conference Co-Chair of the 3rd WPGRC - Welsh Postgraduate Research Conference in Business Management and Economics, Cardiff Business School, 15 June 2023 (with De Luca, L., Reggiano, T.; Kaya, E. & Gosling, J.)
  • Conference Co-Chair of the 2nd WPGRC - Welsh Postgraduate Research Conference in Business Management and Economics, Cardiff Business School, 16 June 2022 (with De Luca, L., Kaya, E. & Gosling, J.)
  • ICRM2018 Conference Co-Chair - 26th International Colloquium in Relationship Marketing "Public Value and Relationship Marketing: Value Co-Creation for Society, Cardiff Business School, 11-14 Sep 2018 (with Toon, M.);
  • Conference Co-Chair of the 1st WPGRC – Welsh Postgraduate Research Conference in Business Management and Economics, Cardiff Business School, Cardiff University, Cardiff, UK, 19th June 2019 (with De Luca, L. & Daunt, K.);
  • Track Chair “Challenges and opportunities in the sharing economy”, 43rd Annual Conference of the Macromarketing Society, 10-13th July 2018, Leipzig, Germany (with Bosangit, C.)


Teaching commitments

BSc Business Management (Year 1): BS1528 Marketing (Co-Module Leader, 340 students),

MSc Marketing: BST350 Marketing Fundamentals (Module Leader, 110 students)

MSc Strategic Marketing: BST146 Research in Strategic Marketing 

PhD Supervision

MSc Supervision




  • 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

  • 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 School’s Shadow Management Board, 2015-2018
  • External Examiner for MSc Marketing programme, University of Gloucestershire, 2011-2015
  • External Examiner for BSc Business Management (Marketing) programme, Brunel University, 2013-2017
  • External Examiner for Flexible and Executive MBA Programmes (Marketing-related modules), Henley Business School, Reading University, 2019-2023

Honours and awards

  • 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
  • ESLA 2022 (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 5th Annual Conference, University of Surrey (Paper: Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N. and Zhao, A.L., ‘Investigating green materialism among younger and older generations in China and the US: Can sustainable marketing help?’
  • Best Academic Paper prize at the 4th IPM (Institute of Place Management) Conference, Manchester (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.’
  • 2017. Outstanding Contribution Award 2017, Cardiff University, Oct 2017
  • 2015. Outstanding Contribution Award 2015, Cardiff University, Nov 2015
  • 2014. Academy of Marketing Research Grant Award Winner AMRC Research Funding 2014, Academy of Marketing Research Grant 2014-2015 (with Palmer, A.)
  • 2013. Academy of Marketing Conference Best Paper – Political Marketing Track Prize, Sponsored by Wiley (Paper:Dermody, J, Hanmer-Lloyd, S., Koenig-Lewis, N. and Zhao, A.L. (2013), “Young British Partisan and Non-Voter Attitudes to Attack Election Advertising – Evidence from the 2010 Election Campaign”, In: Doherty, A. M. (ed.): Marketing Relevance - Academy of Marketing Conference, 8-11 July 2013, Pontypridd: University of South Wales)
  • 2011. Outstanding Reviewer at the Emerald Literati Network Awards for Excellence 2011, selected for the very impressive and significant contribution made as a Reviewer to International Journal of Bank Marketing

Professional memberships

  • Senior Fellow of HIgher Education Academy (SFHEA)
  • Certified Member of Market Research Society (CMRS)
  • Academy of Marketing (AM)
  • Affiliate to CAST (Centre for Climate Change and Social Transformations)
  • 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
  • 2012-2012: Senior Lecturer (Associate Professor) in Marketing, Swansea University, School of Management
  • 2005-2012: Lecturer in Marketing, Swansea University, School of Management
  • 2000-2004: Demonstrator Posgraduate, Swansea University, School of Management

Committees and reviewing

  • Ad-hoc journal reviewer (e.g. Journal of Business Ethics, Psychology and Marketing, Journal of Business Research, etc)
  • Member of the Editorial Advisory Board for Event Management


PhD supervision research interests

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

  • Sustainable consumption
  • Consumer attitudes towards circular economy
  • Sharing economy/Access-based consumption
  • Events/festivals as agents of sustainable behaviour change

Current supervision

Tiansheng Yang Yang

Tiansheng Yang Yang

Research student

Sarah Hughes

Sarah Hughes

Research student

Edward Davies

Edward Davies

Research student

Yinan Li

Yinan Li

Research student

Past projects

Tiansheng Yang (2023) “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”, Supervisory team: Ken Peattie, Nicole Koenig-Lewis and Jean-Paul Skeete), Cardiff Business School

Bader Alkaffary (2022) “A Study of Psychological Ownership in Access-Based Consumption” (Supervisory team: Nicole Koenig-Lewis, Carmela Bosangit and Rebecca Mardon), Cardiff Business School

Laura Reynolds (2018) “A Critical Approach to Place Branding Governance: From ‘Holding Stakes’ to ‘Holding Flags’” (Supervisory team: Nicole Koenig-Lewis, Ken Peattie and Heike Doering), Cardiff Business School

Kate Stacey (2013) “Measuring the Experiential Values of Food Festivals in Wales”, Swansea University (Supervisory team: Jane Probert, Nicole Koenig-Lewis), Swansea School of Management