Breda McCarthy

I am a Senior Lecturer of Marketing at the Department of Economics and Marketing, JCU. My research interests lie in the intersection of consumer behaviour, ethics, sustainability and marketing practice. In this context, the focus is on exploring why consumers engage in sustainable and pro-environmental behaviours. Previous research has focused on food waste; 'green-washing' concerns and consumers' level of trust in corporate sustainability claims; the factors driving the adoption of electric vehicles and rooftop solar, and consumer acceptance of sustainable packaging. This research is focused on critical issues that are aligned with the United Nation’s Sustainable Development Goals (SDGs). I have published conference papers, journal articles and book chapters over a long career spanning approximately 25 years, in both Ireland and Australia. A period of sabbatical leave brought me to the tropics in 2006 and I started working at JCU in 2008 and am now a Senior Lecturer in Marketing.

My research is conducted in collaboration with colleagues in the Department of Economics and Marketing, along with colleagues in JCU Singapore and China, which adds a cross-cultural dimension to the research. I am a member of the leadership team at the Centre for International Trade and Business (CITBA). My work has been published in journals of international impact, such as Global Environmental Change (A*, ABDC), Journal of Cleaner Production (Q1, Scimago) and the Australasian Journal of Marketing (A, ABDC) and the Asia Pacific Journal of Marketing and Logistics (A, ABDC).

Centre for International Trade and Business in Asia (CITBA)