photo
Projects

1

Publications

107

Awards

16


Biography

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)

Research

Research Interests

Sustainable consumption and the consumer decision making process. Partial least squares structural equation modelling (PLS-SEM)

Projects
Research Data

Teaching

Teaching Interests

Interests: the student experience and digital marketing (various courses undertaken).

Statement of contribution to diversity and inclusion in teaching

I share my institution’s commitment to diversity, equity, and inclusion.  Participation in higher education is fundamental to a thriving economy and a just society, and contributes to the wellbeing of individuals, their families and future generations.  I am mindful of the negative impacts of power and colonialism on marginalized groups and am committed to creating an inclusive and equitable learning environment for all individuals. I am aware that learners have different cognitive styles, different frames of references, different cultural and socio-economic backgrounds, and therefore are likely to face unique challenges. Embracing diversity means ensuring that my teaching materials are designed with accessibility principles in mind, that topics that concern marginalised groups are covered in the curriculum, that assessment practices are fair and do not disadvantage minorities or students with disabilities.  In the classroom, I strive to build trust with students, listen to their opinions, and encourage them to pursue their studies with the confidence that they have the potential to succeed and be future leaders in the broader community.



Research Advisor Accreditation
Advisor Type

Primary

Research Advisor Accreditation
Role

Chair; Independent Academic


Current JCU Research Students
Blockchain adoption in the agri-food supply chain: a comparative study of Australia and Nigeria
Doctorate by Research - time-based
Completed JCU Research Students
Sustainable meat consumption and consumer intentions: evidence from Pakistan- an emerging country
Doctorate by Research - time-based- 2021

Activities

Awards
Associations

Output

Hayshida-Boyles, Alana L.; McCarthy, Breda; Connell, Adam (2024) The ‘Greening’ of an Australian Uni. Boca Raton, Florida, USA: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2022) The solar rebound and renewable energy adoption in the Sunshine State. Sydney, NSW, Australia: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne (2021) Winds of change: engaging with conflicting perspectives in rene. Singapore: [DOI] ...
Other Publication ResearchOnline@JCU
Chawla, Shailey; Sabharwal, Jagdeep Kaur; McCarthy, Breda; Erhardt, Rene (2021) Technology acceptanc. Singapore: [DOI] ...
Other Publication ResearchOnline@JCU
Eagle, Lynne; McCarthy, Breda; Hay, Rachel; Osmond, Amy; Low, David (2019) Stakeholder perceptions o. Cham, Switzerland: [DO ...
Other Publication ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne (2019) Attitudes of incumbent regimes to a renewable energy transition. Cham, Switzerland: [DOI] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne; Osmond, Amy; Low, David (2019) Social marketing and residential elect. Cham, Switzerland: [DOI] ...
Other Publication ResearchOnline@JCU
Liu, H.; McCarthy, B. (2017) Wine purchasing behaviour in China. Cambridge, MA, USA: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2016) Creating a climate for local and organic foods: the importance of learning, s. New Jersey, NY, USA: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2016) Kerry GeoPark: can European GeoPark certification create competitive advantag. United Kingdom: [DOI] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2016) Do fear appeals lead to a change in behaviour?. United Kingdom: [DOI] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2016) Strategy, Marketing Plans and Small Organisations . Townsville, QLD, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2016) Consumer Behaviour and PR. London, UK: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2014) Spotlight on New Zealand: health screening for women [case study]. North Ryde, NSW, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2013) The landscape of music festivals in Australia. Berlin, Germany: [DOI] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2011) Housing purchase decision: the decision of a lifetime. North Ryde, NSW, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2011) Cultural tourism clusters: experiences from Ireland. Oxon, UK: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2011) BHP Billiton and Rio Tinto: seizing opportunities in China's dragon economy [. South Melbourne, VIC, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda; Moscardo, Gianna; Murphy, Laurie; Pearce, Philip (2010) Music-tourism networks: a . Abingdon, Oxon, UK: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2010) Cultural tourism development in Irish villages and towns: the role of authent. Dublin, Ireland: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2010) Bundaberg Rum: using demographic and psychographic segmentation to develop a . Frenchs Forest, NSW, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2010) Why do consumers join social networking sites? [case study]. Frenchs Forest, NSW, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2010) Contiki Australia: providing superior value [case study]. Frenchs Forest, NSW, Australia: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2008) Vivas health. Dublin, Ireland: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2007) Vivas health: developing a strong brand in a regulated health insurance envir. Dublin, Ireland: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2003) Carbery Milk products: the use of focus group research in the development of . Dublin, Ireland: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2003) Carroll meats [case study]. Dublin, Ireland: [Teaching Material] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2003) Recreation in the Irish uplands [case study]. Dublin, Ireland: [Teaching Material] ...
Other Publication ResearchOnline@JCU
Pitts, Eamonn; O'Connell, Larry; McCarthy, Breda (2001) The competitiveness of the Irish food proces. Dublin, Ireland: ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (1997) The strategy formation process: a study of Irish SMEs. [Thesis] ...
Other Publication ResearchOnline@JCU
McCarthy, Breda (2024) 'Moral licensing and habits: do solar households make negligent choices?'. Renewable and Sustainable Energy Reviews, 191 . [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Kaur Sabharwal, Jagdeep; Chawla, Shailey (2024) 'Old age or cognitive decline? Exam. Informatics for Health and Socia, 49 (1):83-97. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Liu, Hongbo (2024) 'It Starts at Home: Non-Economic Factors Influencing Consumer Ac. Environmental Science and Pollution Research, . [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2024) 'Green, guilty, and frugal: Facilitators of energy saving and the choice of e. Energy Strategy Reviews, 53 . [DOI] ...
Journal Publication Open Access ResearchOnline@JCU
Wang, Pengji; McCarthy, Breda (2023) 'Beyond positive and negative eWOM: the role of trust propensit. International Journal of Hospitality & Administration, 24 (3):387-414. [DOI] ...
Journal Publication ResearchOnline@JCU
Liu, Hongbo; McCarthy, Breda (2023) 'Sustainable lifestyles, eating out habits and the green gap: a . Asia Pacific Journal of Marketing and Logistics, 35 (4):920-943. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2022) 'Renewable energy householders in the Sunshine State: do they perceive a rebo. Journal of Resilient Economies, 2 (1):123-130. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Wang, Pengji (2022) 'Shades of Sustainability: Who are the Buyers and Non-buyers of. Journal of Food Products Marketing, 28 (4):153-178. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Liu, HongBo (2022) 'Power to regional households: consumer attitudes towards electr. Australasian Journal of Environmental Management, 29 (4):405-424. [DOI] ...
Journal Publication ResearchOnline@JCU
Zahra, Sadaf; McCarthy, Breda; Chaiechi, Taha (2022) 'Sustainable meat consumption intentions: conce. British Food Journal, 124 (5):1659-1679. [DOI] ...
Journal Publication ResearchOnline@JCU
Qian, Long; Li, Feng; Liu, Hongbo; Wang, Lingen; McCarthy, Breda; Shaosheng, Jin (2022) 'Rice vs. wh. Resources, 176 . ...
Journal Publication ResearchOnline@JCU
Qian, Long; Rao, Qingling; Liu, Hongbo; McCarthy, Breda; Liu, Li Xian; Wang, Lingen (2022) 'Food was. Ecosys, 8 (1...
Journal Publication ResearchOnline@JCU
Wang, Pengji; McCarthy, Breda; Kapetanaki, Ariadne (2021) 'To be ethical or to be good? The impact o. Global Environmental Change, 69 . [DOI] ...
Journal Publication ResearchOnline@JCU
Wang, Pengji; McCarthy, Breda (2021) 'What do people like on Facebook? Content marketing strategies . Australasian Marketing Journal, 29 (2). [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne (2021) 'Are the sustainability-oriented skills and competencies of bus. Australian Journal of Environmental Education, 37 (3):326-343. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Kapetanaki, Ariadne Beatrice; Wang, Pengji (2020) 'Completing the food waste manage. Journal of Cleaner Production, 256 . [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Kapetanaki, Ariadne; Wang, Pengji (2019) 'Circular agri-food approaches: will consu. Rural Society, 28 (2):91-107. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Schurmann, Andrea (2018) 'Risky business: growers' perceptions of organic and biody. Rural Society, 27 (3). [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne; Osmond, Amy (2018) 'Electricity consumers in regional Australia: soci. Social Business, 8 (3):253-275. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne; Lesbirel, Hayden (2017) 'Barriers to the diffusion of renewable energ. Rural Society, 26 (3):210-224. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Liu, Hong-Bo (2017) 'Waste not, want not: exploring green consumers' attitudes towa. British Food Journal, 119 (12):2519-2531. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Liu, Hong-Bo (2017) 'Food waste and the 'green' consumer'. Australasian Marketing Journal, 25 (2):126-132. [DOI] ...
Journal Publication ResearchOnline@JCU
Eagle, Lynne; Osmond, Amy; McCarthy, Breda; Low, David; Lesbirel, Hayden (2017) 'Social marketing st. Australasian Mark, 25 (2):141-148....
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Liu, Hong-Bo; Chen, Tingzhen (2016) 'Innovations in the agro-food system: adoption . British Food Journal, 118 (6):1334-1349. [DOI] ...
Journal Publication ResearchOnline@JCU
Liu, Hong-Bo; McCarthy, Breda; Chen, Tingzhen (2016) 'Green food consumption in China: segmentation . Journal of International Food and Agribusine, 28 (4):346-362. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Schurmann, Andrea (2015) 'Sustainable horticulture in North Queensland: resistance . Journal of New Business Ideas and Trends, 13 (2):15-38. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda L.; Liu, Hong-Bo; Chen, Tingzhen (2015) 'Trends in organic and green food consumptio. 17 (1). ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2014) 'Sustainable food systems in Northern Queensland'. 16 (1):1-18. ...
Journal Publication ResearchOnline@JCU
Liu, Hong Bo; McCarthy, Breda; Chen, Tingzhen; Guo, Shu; Song, Xuguang (2014) 'The Chinese wine mark. Asia Pacific Journa, 26 (3):450-471. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Murphy, Laurie (2013) 'Who's buying organic food and why? political consumerism, de. 9 (1):72-79. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2012) 'From fishing and factories to cultural tourism: the role of social entrepren. 24 (3-4):259-282. [DOI] ...
Journal Publication ResearchOnline@JCU
Moscardo, Gianna; McCarthy, Breda; Murphy, Laurie; Pearce, Philip (2009) 'The importance of networks. 2 (1-2):5-23. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2008) 'The evolution and transformation of networks: a study of private health insu. 29 (1):87-112. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2008) 'Case study of an artists’ retreat in Ireland: an exploration of its business. 4 (2):136-149. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2006) 'Building and sustaining trust in networks: lessons from the performing arts'. 18 (1):47-57. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Torres, Ann M. (2004) 'A study of network typology in relation to the performing ar. International Journal of Entrepreneurship and Innovation, 6 (3):168-176. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2003) 'The impact of the entrepreneur's personality on the strategy-formation and p. 24 (1):154-172. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2003) 'Strategy is personality-driven, strategy is crisis-driven: insights from ent. 41 (4):327-339. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2000) 'The cult of risk taking and social learning: a study of Irish entrepreneurs'. Management Decision, 38 (8):563-574. [DOI] ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Leavy, Brian (2000) 'Phases in the strategy formation process: an exploratory study. 21 (2):55-80. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2000) 'Researching the dynamics of risk-taking and social learning: an exploratory . 13 (1):46-60. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Pitts, Eamonn (1999) 'The emergence of a prepared consumer food sector in Ireland: . :26-36. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda; Leavy, Brian (1998) 'The entrepreneur, risk perception and change over time: a typo. 19 (1):126-140. ...
Journal Publication ResearchOnline@JCU
McCarthy, Breda (2016) 'The Air Force is ready to respond. Anytime. Anywhere' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2016) 'Building place brands: there's nothing like Australia' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2016) 'Aromababy: Australia's first organic baby skincare range' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2016) 'Blessed Earth: engaging customers' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2016) 'The price of beauty' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2015) 'soleRebels: targeting the ethical consumer' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2015) 'Capilano Honey' SAGE Business Cases, . [DOI] ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2009) 'Gleninchaquin Park' Irish Business Journal, 5 (1) :55-66. ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2008) 'Book review of Music and Tourism: on the road again by Chris Gibson and John Tourism Recreation Research, 33 (2) :230-231. ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda (2008) 'Opportunity recognition in tourism: a study of the Kerry GeoPark' :1-27. ...
Journal Contribution ResearchOnline@JCU
McCarthy, Breda; Wang, Pengji (2022) BEMAS: 1st International Conference in Business, Economics, Man...
Conference Publication ResearchOnline@JCU
McCarthy, Breda; Hayshida-Boyles, Alana L.; Connell, Adam (2019) 33rd Annual Australian & New Zealan...
Conference Publication ResearchOnline@JCU
Wang, Pengji; McCarthy, Breda; Chal, Homone Thar; Myint OO, Aye; Ruta, Moe Nyi; Marn, Thae Hay (2019...
Conference Publication ResearchOnline@JCU
MacArthur, Andrew; McCarthy, Breda; Eagle, Lynne (2019) ANZMAC 2019: Australian & New Zealand Market...
Conference Publication ResearchOnline@JCU
Zahra, Sadaf; McCarthy, Breda; Chaiechi, Taha (2019) 33rd Annual Australian & New Zealand Academy of...
Conference Publication ResearchOnline@JCU
Eagle, Lynne; McCarthy, Breda; Low, David (2018) International Social Marketing Conference: broadeni...
Conference Publication ResearchOnline@JCU
McCarthy, B.; Liu, H. (2016) ANZMAC 2016: Australian and New Zealand Marketing Academy Conference: m...
Conference Publication ResearchOnline@JCU
McCarthy, B.; Liu, H.; Schurmann, A. (2016) ANZMAC 2016: Australian and New Zealand Marketing Academ...
Conference Publication ResearchOnline@JCU
McCarthy, Breda; Liu, Hong Bo; Chen, Tingzhen (2015) International Food Marketing Research Symposium...
Conference Publication ResearchOnline@JCU
McCarthy, Breda; Liu, Hong-Bo; Chen, Tingzhen (2015) ANZMAC 2015: Australian and New Zealand Marketi...
Conference Publication ResearchOnline@JCU
Liu, Hong Bo; McCarthy, Breda; Chen, Tingzhen (2015) International Food Marketing Research Symposium...
Conference Publication ResearchOnline@JCU
McCarthy, Breda; Schurmann, Andrea (2014) ANZMAC 2014: Australian and New Zealand Marketing Academy ...
Conference Publication ResearchOnline@JCU
Liu, Hong-Bo; McCarthy, Breda; Chen, Tingzhen; Zhou, Zhang-yue; Song , Xuguang; Guo, Shu (2013) AN...
Conference Publication ResearchOnline@JCU
McCarthy, Breda (2009) AIMAC 2010: 10th International Conference on Arts and Cultural Management . I...
Conference Publication ResearchOnline@JCU
McCarthy, Breda (2023) ANZMAC 2022: Reconnect and Reimagine Residential Battery Storage – Disruptiv Perth, WA, Australia, . ...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda; Eagle, Lynne; Osmond, Amy; Lesbirel, Hayden; Lowe, David (2018) Academy of Marketin...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda; Kapatekaki, Ariadne; Wang, Pengji (2018) SEGRA 2018: Sustainable Economic Growth fo...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda; Liu, Hong-Bo (2018) Academy of Marketing 51st Annual Conference: marketing the brav...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda; Liu, Hong-Bo; Chen, Tingzhen (2014) SEGRA 2014: Sustainable Economic Growth for Reg...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda (2013) SEGRA 2013: Sustainable Economic Growth for Regional Australia Conference A C...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda; Murphy, Laurie (2012) TMS Management Studies International Conference Algarve 2012 ...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda (2008) CRRED 2008: 6th Rural Entrepreneurship and Rural Regional Development Confere...
Conference Contribution ResearchOnline@JCU
McCarthy, Breda; Moscardo, Gianna; Murphy, Laurie; Pearce, Philip (2007) ATMC 2007: Advances in Tour...
Conference Contribution ResearchOnline@JCU
Garavan, Thomas N.; Cinnéide, Barra Ó.; Fleming, Patricia; McCarthy, Breda; Downey, Ambrose (1997) E. ...