Marylyn Carrigan

Professor, PhD

  • 1916 Citations
  • 20 h-Index
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Personal profile


Marylyn Carrigan is Professor of Marketing Ethics in the Centre for Business in Society (CBiS). Previously she was a Professor at the University of Birmingham, and Deputy Director of the Institute for Social Marketing (ISM-Open). Her research interests are consumer ethics, social responsibility, sustainability, ethical marketing and the relationships between businesses and their key stakeholders. Her current research focuses on ethical consumption, reduction and resistance motives, consumer behaviours, the sharing economy, and cross cultural ethical consumption. She also studies social responsibility and sustainability in the supply chain for small businesses. She investigates this in the context of luxury fashion and jewellery, food and tourism industries.  Her work has been supported by grants from the ESRC and British Academy.

Professor Carrigan has published over 100 journal articles and conference papers in peer reviewed publications, including Journal of Business Ethics, Psychology and Marketing and the European Journal of Marketing. She was a member of the Standards Committee for the Responsible Jewellery Council, and serves on the Editorial Advisory Boards for The International Marketing Review, Journal of Marketing Management, Journal of Consumer Ethics, Journal of Social Marketing, and the Journal of Marketing Communications. Recent ESRC Festival of Social Science events she delivered include: Leading locally: Sustainable Food Tourism in St Ives (2016); Responsibility in Fine Jewellery Consumption (2015) and Innovation in Tackling Food Waste (2015).  She is a British Council reviewer, a member of the Regional Studies Association, and is a fellow of the Higher Education Academy.

Vision Statement

I am interested in consumer and business behaviours regarding ethical and sustainable production, consumption and waste in several contexts: household and tourist food; the luxury industry; clothing and cafés. My earlier work was pioneering in studying the implications of attitude-behaviour gaps in ethical consumer choices. My research challenges the assumptions of sustainability grounded in consumption driven growth managed through efficiencies or technological solutions.The intersection between community and social responsibility is central, and my main interest is on slowing, reducing or avoiding the throughput of goods including, for example, sharing, buying less or local. The research focuses mostly on small scale, niche rather than large scale, global operations.

Research Interests

Ethical consumption; Sustainability ; Ethical marketing ; SMEs & social responsibility; The sharing economy

Education/Academic qualification

Doctorate, University of Birmingham

Degree, University of Strathclyde

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conversion of production Social Sciences
responsibility Social Sciences
social marketing Social Sciences
small and medium-sized enterprise Social Sciences
purchase Social Sciences
food supply Social Sciences
industry Social Sciences
luxury Social Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1995 2018

Over-Claiming the Circular Economy: The Missing Dimensions

Lazell, J., Magrizos, S. & Carrigan, M., 1 Mar 2018, In : Social Business. 8, 1, p. 103-114 12 p.

Research output: Contribution to journalArticle

Circular economy
Large companies
4 Citations (Scopus)

The interplay of strategic and internal green marketing orientation on competitive advantage

Papadas, K., Avlonitis, G., Carrigan, M. & Piha, L., 19 Jul 2018, In : Journal of Business Research. (In-Press), p. (In-Press) 12 p.

Research output: Contribution to journalArticle

Competitive advantage
Marketing orientation
Green marketing
Performance evaluation

Typologies of eco-friendly consumers, and emotions attached to eco-labels and scepticism of eco-labels

Kumar, A., Bebek, G., Carrigan, M. & Bosangit, C., 30 Mar 2018, (In preparation).

Research output: Working paper

Building Organizational Multicultural Competence for Sustainable Advantage in Multicultural Marketplaces

Kipnis, E., Demangeot, C., Pullig, C. & Carrigan, M., 2017, EMAC 2017 Conference Proceedings, 46th EMAC Annual Conference.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Burgers for tourists who give a damn! Driving disruptive social change upstream and downstream in the tourist food supply chain

Carrigan, M., Lazell, J., Bosangit, C. & Magrizos, S., 3 Mar 2017, In : Journal of Sustainable Tourism. 25, 11, p. 1563-1582 20 p.

Research output: Contribution to journalArticle

Open Access
food supply
social change
social capital

Activities 1991 2016

Journal of Consumer Ethics (Journal)

Marylyn Carrigan (Editorial Board Member)
2016 → …

Activity: Publication peer-review and editorial workEditorial activity

British Council Newton Fund

Marylyn Carrigan (Reviewer)

Activity: OtherReviewer of proposals for funding

British Academy of Management (BAM) Marketing and Retail SIG

Marylyn Carrigan (Speaker)
28 Apr 2016

Activity: Participating in or organising an eventParticipation in workshop, seminar, course

GoE Joint Forum on Responsible Mineral Supply Chains

Marylyn Carrigan (Panel Member)
4 May 20156 May 2015

Activity: Participating in or organising an eventParticipation in conference