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. She has engaged with various publics via social, broadcast and print media throughout her career (e.g., BBC News, ITV, BBC Radio 1 and 4, BBC Three Counties, New Scientist, Professional Jeweller, The Conversation). She has also engaged with salient stakeholders including NGOs, industry, trade associations, government and intergovernmental bodies (i.e., through a research contribution to the UN/OECD’s 9th ICGLR-OECD-UN GoE Multi-stakeholder Forum on Responsible Mineral Supply Chains in Paris).

Her publications have been cited in reports by the World Health Organization, New Zealand Ministry for Primary Industries, UK Food Standards Agency, Food and Agriculture Organization of the United Nations, German Federal Government report on Due Diligence for Responsible Mineral Supply Chains, Publications Office of the European Union, European Parliamentary Research Service, European Parliament Committees and the UK Parliament Select Committee Publications.