Caroline Moraes


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.

Research interests


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.

Willingness to take PhD students


PhD projects

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