Morven McEachern | University of Huddersfield (original) (raw)
Papers by Morven McEachern
ACR European Advances, 2018
The UK has developed a strong coffee shop culture, with a growing demand for coffee, increased co... more The UK has developed a strong coffee shop culture, with a growing demand for coffee, increased consumption, and waste produced as a result. Discussions of ethical consumption of coffee have often focused on both the coffee supply chains and coffee consumption in general, rather than considering the coffee shop as the point where ethical choices can be made. This paper illuminates some of the complexities consumers face around ethical consumption in coffee shops. This is done by applying three lenses which help appreciate the choices consumers make: the business model of the coffee shops they choose (chains or independents); the ethical qualities of the actual coffee consumed; and the waste produced in the form of coffee cups and coffee grounds. The results demonstrate that consumers must navigate a plethora of unknowns when faced with each of these choices. These unknowns hinder ethical decision-making, suggesting that responsibility for addressing the various ethical issues facing ...
International Journal of Consumer Studies, 2018
The ethical consumer literature predominantly concentrates on fast moving consuming goods and thu... more The ethical consumer literature predominantly concentrates on fast moving consuming goods and thus, neglects insights to consumer behavior within ethical services. As the financial services sector continues to grow in the UK, this paper addresses this anomaly by providing further insight into consumers and their ethical banking practices. More specifically, it examines their motivations as well as the trade-offs and barriers which prevent greater uptake. Using a combination of in-depth interviews and projective techniques, the research draws on Freestone and McGoldrick's (2008) model to reveal a lack of awareness towards ethical financial service providers and sheds light on various perceptions regarding what constitutes an ethical financial service. Additionally, numerous underlying personal benefits of ethical financial services became apparent alongside consumer expectations of customer care. In conclusion, our findings help to create a revised model which identifies more precisely the stages of ethical awareness, motivation and behaviour of ethical consumers both in the context of ethical financial services but also ethical consumption practices in general.
ACR North American Advances, 2017
European Consumers and Their Persistent Resilience in the Face of Austerity Deirdre O'Loughli... more European Consumers and Their Persistent Resilience in the Face of Austerity Deirdre O'Loughlin, University of Limerick, Ireland Morven G McEachern, University of Huddersfield, UK Isabelle Szmigin, University of Birmingham, UK Kalipso Karantinou, Athens University of Economics and Business, Greece Belem Barbosa, University of Aveiro, Portugal Maria Eugenia Fernández Moya, CUNEF, Spain Grigorio Lamprinakos, Athens University of Economics and Business, Greece
The research reported in this paper outlined examples of how complex harm networks operate within... more The research reported in this paper outlined examples of how complex harm networks operate within and across the jewellery industry, and demonstrates the inter-relationships that exist across the different stages of the ‘harm chain’. Findings suggest that institutional forces are coalescing towards a more responsible agenda for marketing in the jewellery industry. These efforts need to support SMEs to be less short term profit oriented, and instead focus the attention of jewellery marketers on more responsible considerations. To date such multi-stakeholder solutions remain under-developed, and if they are to help small businesses engage with CSR, a more inclusive process is needed that gives SMEs a voice in the debate
Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Mille... more Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Miller 2001). Moreover, in spite of the exhaustive empirical coverage of the moral status of animals, both from a philosophical and political perspective and the belief that “consumption is in essence a moral matter” (Wilk 2001, p.246), very little empirical consideration has been given to the moral issues relating to the consumption practices associated with pet ownership (Kwak, Zinkhan and French 2001). In general, studies on morality consider the subject in terms of the rightness or wrongness of an individual’s behavior as guided by a societal code of conduct agreed to by the members of that particular society (Shaw 1991; Wallace and Walker 1970). However, in outlining a sociological view of morality, Caruana’s (2007a, p.295) constructivist perspective suggests a broader, more fluid and subjective interpretation of morality. As this perspective acknowledges the “dialectic relationship betw...
Journal of Marketing Management, 2014
Journal of Consumer Policy, 2020
To encourage greater sustainability regarding apparel consumption practices, policymakers have tr... more To encourage greater sustainability regarding apparel consumption practices, policymakers have traditionally focused on economic and/or social psychology frameworks which rely on information-based campaigns to achieve behavioural change. Whilst such campaigns have had limited success and received significant criticism, additional policy solutions are called for. In contrast to conventional behavioural change strategies, this study responds to calls for further methodological insight and explores the potential of creative methods such as upcycling workshops and contemplative theatre performance, as practice-based mechanisms to engender a greater understanding of the environmental impact of apparel consumption and help bring about behavioural change to current apparel consumption practice. Via the theoretical lens of behavioural change theory and contemplative performance practice, our findings reveal the dynamic and continuously reshaping nature of the apparel market, in that most of...
Journal of Marketing Management, 2013
Marketing Theory, 2018
Drawing on Brighenti’s (2010, 2014) theoretical exposition of territorology, we extend current co... more Drawing on Brighenti’s (2010, 2014) theoretical exposition of territorology, we extend current conceptualizations of place within the marketing literature by demonstrating that place is relationally constructed through territorializing consumption practices which continuously produce and sustain multifarious versions of place. In our fieldwork, we embrace a non-representational sensitivity and employ a multi-sensory ethnography, thus helping to illuminate the performative aspects of everyday life relating to people who use urban green spaces. Our analysis articulates three key facets relating to the process of territorializing consumption practices: (1) tangible and intangible elements of boundary making, (2) synchronicity of activities, and (3) sensual experiences. Taken together, these facets advance a kaleidoscopic perspective in which spatial, temporal and affective dimensions of the micro-practices of consumption territories-in-the-making are brought into view. Moreover, our em...
Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Mille... more Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Miller 2001). Moreover, in spite of the exhaustive empirical coverage of the moral status of animals, both from a philosophical and political perspective and the belief that “consumption is in essence a moral matter ” (Wilk 2001, p.246), very little empirical consideration has been given to the moral issues relating to the consumption practices associated with pet ownership1 (Kwak, Zinkhan and French 2001). In general, studies on morality consider the subject in terms of the rightness or wrongness of an individual’s behavior as guided by a societal code of conduct agreed to by the members of that particular society (Shaw 1991; Wallace and Walker 1970). However, in outlining a sociological view of moral-ity, Caruana’s (2007a, p.295) constructivist perspective suggests a broader, more fluid and subjective interpretation of morality. As this perspective acknowledges the “dialectic relationship b...
This study draws on Cherrier’s (2008) concept of consumer-resistant identities together with the ... more This study draws on Cherrier’s (2008) concept of consumer-resistant identities together with the work of Beverland, Farelly and Lim (2008) on the dark side of pet ownership to shed light on consumer resistance in the context of the pet marketplace. The adopted research methodology utilises a photoelicitation technique known as autodriving, thus, helping to reveal in greater depth, the layers of heterogeneous meanings surrounding such resistance practices. The UK pet marketplace has become increasingly engaged with the marketing of luxury brands and designer breeds. However, our thirteen participants identified as pet owners were resistant to such luxury consumption practices, preferring to distance themselves from particular products and brands (including designer breeds) in the marketplace. The paper concludes with ideas for future research.
The concept of the ‘circular economy’ is mooted as a new approach which can help facilitate the s... more The concept of the ‘circular economy’ is mooted as a new approach which can help facilitate the successful transition to a sustainable future, but there exists very little academic debate around the concept either within the business or sustainability literature (see Andersen, 2007; Murray et al., 2017). Similarly, despite much attention given to the topic of sustainability throughout the marketing discipline (McDonagh and Prothero, 2014), academics and NGOs (e.g. WRAP) have only recently started to question the sustainability of the retail sector (Thornton et al., 2013; Manna et al., 2016). More recently, a range of alternative food enterprises have emerged more recently which challenge the dominant mode of food retailing (Manna et al., 2016; Holweg et al., 2010) by incorporating social, environmental and economic forms of capital. Therefore, in response to calls for research which explores how businesses are cultivating a more actionable agenda for sustainable growth (Prothero et ...
The emergence of a more reflexive and discerning customer has created inter alia a demand for 'be... more The emergence of a more reflexive and discerning customer has created inter alia a demand for 'better' food (i.e. quality and 'authenticity') in terms of sourcing, processing, and specialist distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers' markets and the associated emphasis on 'local' food. This paper aims to identify the extent to which 'conscious' consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmers' markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with 'conscious' consumers. The results reveal that 'conscious' consumers recognise their own limitations (i.e. time, convenience, and price) but also demonstrate that integrating ethical considerations into their consumption behaviour is a complex and flexible task. A number of strategic actions for farmers' markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality.
Eighty percent of primary food producers are currently involved in assurance schemes (McDougal 20... more Eighty percent of primary food producers are currently involved in assurance schemes (McDougal 2000), the largest group of which belong to assurance labels sponsored by producerled groups (e.g. Quality Meat Scotland, English Beef & Lamb Executive). Originally designed to enable producers to provide assurances of meat safety and animal welfare to consumers, this paper evaluates the extent to which producer-led assurance groups have adopted a true market orientation. Both in-depth, semi-structured interviews and a postal questionnaire with Scottish meat consumers were carried out. Subsequently, using structural equation modelling techniques, causal influences upon producer-led assurance label purchase behaviour were determined. The results conclude that producer-led logos are the preferred assurance labels to be purchased by consumers and that the most significant influences upon purchase behaviour are attitudes, past behaviour, assurance label knowledge and personal identity traits. Moreover, weaknesses are identified in terms of producer-led groups' marketing communication strategies to consumers. Implications of those weaknesses in relation to improving market orientation are then discussed.
ACR European Advances, 2018
The UK has developed a strong coffee shop culture, with a growing demand for coffee, increased co... more The UK has developed a strong coffee shop culture, with a growing demand for coffee, increased consumption, and waste produced as a result. Discussions of ethical consumption of coffee have often focused on both the coffee supply chains and coffee consumption in general, rather than considering the coffee shop as the point where ethical choices can be made. This paper illuminates some of the complexities consumers face around ethical consumption in coffee shops. This is done by applying three lenses which help appreciate the choices consumers make: the business model of the coffee shops they choose (chains or independents); the ethical qualities of the actual coffee consumed; and the waste produced in the form of coffee cups and coffee grounds. The results demonstrate that consumers must navigate a plethora of unknowns when faced with each of these choices. These unknowns hinder ethical decision-making, suggesting that responsibility for addressing the various ethical issues facing ...
International Journal of Consumer Studies, 2018
The ethical consumer literature predominantly concentrates on fast moving consuming goods and thu... more The ethical consumer literature predominantly concentrates on fast moving consuming goods and thus, neglects insights to consumer behavior within ethical services. As the financial services sector continues to grow in the UK, this paper addresses this anomaly by providing further insight into consumers and their ethical banking practices. More specifically, it examines their motivations as well as the trade-offs and barriers which prevent greater uptake. Using a combination of in-depth interviews and projective techniques, the research draws on Freestone and McGoldrick's (2008) model to reveal a lack of awareness towards ethical financial service providers and sheds light on various perceptions regarding what constitutes an ethical financial service. Additionally, numerous underlying personal benefits of ethical financial services became apparent alongside consumer expectations of customer care. In conclusion, our findings help to create a revised model which identifies more precisely the stages of ethical awareness, motivation and behaviour of ethical consumers both in the context of ethical financial services but also ethical consumption practices in general.
ACR North American Advances, 2017
European Consumers and Their Persistent Resilience in the Face of Austerity Deirdre O'Loughli... more European Consumers and Their Persistent Resilience in the Face of Austerity Deirdre O'Loughlin, University of Limerick, Ireland Morven G McEachern, University of Huddersfield, UK Isabelle Szmigin, University of Birmingham, UK Kalipso Karantinou, Athens University of Economics and Business, Greece Belem Barbosa, University of Aveiro, Portugal Maria Eugenia Fernández Moya, CUNEF, Spain Grigorio Lamprinakos, Athens University of Economics and Business, Greece
The research reported in this paper outlined examples of how complex harm networks operate within... more The research reported in this paper outlined examples of how complex harm networks operate within and across the jewellery industry, and demonstrates the inter-relationships that exist across the different stages of the ‘harm chain’. Findings suggest that institutional forces are coalescing towards a more responsible agenda for marketing in the jewellery industry. These efforts need to support SMEs to be less short term profit oriented, and instead focus the attention of jewellery marketers on more responsible considerations. To date such multi-stakeholder solutions remain under-developed, and if they are to help small businesses engage with CSR, a more inclusive process is needed that gives SMEs a voice in the debate
Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Mille... more Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Miller 2001). Moreover, in spite of the exhaustive empirical coverage of the moral status of animals, both from a philosophical and political perspective and the belief that “consumption is in essence a moral matter” (Wilk 2001, p.246), very little empirical consideration has been given to the moral issues relating to the consumption practices associated with pet ownership (Kwak, Zinkhan and French 2001). In general, studies on morality consider the subject in terms of the rightness or wrongness of an individual’s behavior as guided by a societal code of conduct agreed to by the members of that particular society (Shaw 1991; Wallace and Walker 1970). However, in outlining a sociological view of morality, Caruana’s (2007a, p.295) constructivist perspective suggests a broader, more fluid and subjective interpretation of morality. As this perspective acknowledges the “dialectic relationship betw...
Journal of Marketing Management, 2014
Journal of Consumer Policy, 2020
To encourage greater sustainability regarding apparel consumption practices, policymakers have tr... more To encourage greater sustainability regarding apparel consumption practices, policymakers have traditionally focused on economic and/or social psychology frameworks which rely on information-based campaigns to achieve behavioural change. Whilst such campaigns have had limited success and received significant criticism, additional policy solutions are called for. In contrast to conventional behavioural change strategies, this study responds to calls for further methodological insight and explores the potential of creative methods such as upcycling workshops and contemplative theatre performance, as practice-based mechanisms to engender a greater understanding of the environmental impact of apparel consumption and help bring about behavioural change to current apparel consumption practice. Via the theoretical lens of behavioural change theory and contemplative performance practice, our findings reveal the dynamic and continuously reshaping nature of the apparel market, in that most of...
Journal of Marketing Management, 2013
Marketing Theory, 2018
Drawing on Brighenti’s (2010, 2014) theoretical exposition of territorology, we extend current co... more Drawing on Brighenti’s (2010, 2014) theoretical exposition of territorology, we extend current conceptualizations of place within the marketing literature by demonstrating that place is relationally constructed through territorializing consumption practices which continuously produce and sustain multifarious versions of place. In our fieldwork, we embrace a non-representational sensitivity and employ a multi-sensory ethnography, thus helping to illuminate the performative aspects of everyday life relating to people who use urban green spaces. Our analysis articulates three key facets relating to the process of territorializing consumption practices: (1) tangible and intangible elements of boundary making, (2) synchronicity of activities, and (3) sensual experiences. Taken together, these facets advance a kaleidoscopic perspective in which spatial, temporal and affective dimensions of the micro-practices of consumption territories-in-the-making are brought into view. Moreover, our em...
Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Mille... more Insufficient attention has been given to moral issues surrounding consumption (Hilton 2004; Miller 2001). Moreover, in spite of the exhaustive empirical coverage of the moral status of animals, both from a philosophical and political perspective and the belief that “consumption is in essence a moral matter ” (Wilk 2001, p.246), very little empirical consideration has been given to the moral issues relating to the consumption practices associated with pet ownership1 (Kwak, Zinkhan and French 2001). In general, studies on morality consider the subject in terms of the rightness or wrongness of an individual’s behavior as guided by a societal code of conduct agreed to by the members of that particular society (Shaw 1991; Wallace and Walker 1970). However, in outlining a sociological view of moral-ity, Caruana’s (2007a, p.295) constructivist perspective suggests a broader, more fluid and subjective interpretation of morality. As this perspective acknowledges the “dialectic relationship b...
This study draws on Cherrier’s (2008) concept of consumer-resistant identities together with the ... more This study draws on Cherrier’s (2008) concept of consumer-resistant identities together with the work of Beverland, Farelly and Lim (2008) on the dark side of pet ownership to shed light on consumer resistance in the context of the pet marketplace. The adopted research methodology utilises a photoelicitation technique known as autodriving, thus, helping to reveal in greater depth, the layers of heterogeneous meanings surrounding such resistance practices. The UK pet marketplace has become increasingly engaged with the marketing of luxury brands and designer breeds. However, our thirteen participants identified as pet owners were resistant to such luxury consumption practices, preferring to distance themselves from particular products and brands (including designer breeds) in the marketplace. The paper concludes with ideas for future research.
The concept of the ‘circular economy’ is mooted as a new approach which can help facilitate the s... more The concept of the ‘circular economy’ is mooted as a new approach which can help facilitate the successful transition to a sustainable future, but there exists very little academic debate around the concept either within the business or sustainability literature (see Andersen, 2007; Murray et al., 2017). Similarly, despite much attention given to the topic of sustainability throughout the marketing discipline (McDonagh and Prothero, 2014), academics and NGOs (e.g. WRAP) have only recently started to question the sustainability of the retail sector (Thornton et al., 2013; Manna et al., 2016). More recently, a range of alternative food enterprises have emerged more recently which challenge the dominant mode of food retailing (Manna et al., 2016; Holweg et al., 2010) by incorporating social, environmental and economic forms of capital. Therefore, in response to calls for research which explores how businesses are cultivating a more actionable agenda for sustainable growth (Prothero et ...
The emergence of a more reflexive and discerning customer has created inter alia a demand for 'be... more The emergence of a more reflexive and discerning customer has created inter alia a demand for 'better' food (i.e. quality and 'authenticity') in terms of sourcing, processing, and specialist distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers' markets and the associated emphasis on 'local' food. This paper aims to identify the extent to which 'conscious' consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmers' markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with 'conscious' consumers. The results reveal that 'conscious' consumers recognise their own limitations (i.e. time, convenience, and price) but also demonstrate that integrating ethical considerations into their consumption behaviour is a complex and flexible task. A number of strategic actions for farmers' markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality.
Eighty percent of primary food producers are currently involved in assurance schemes (McDougal 20... more Eighty percent of primary food producers are currently involved in assurance schemes (McDougal 2000), the largest group of which belong to assurance labels sponsored by producerled groups (e.g. Quality Meat Scotland, English Beef & Lamb Executive). Originally designed to enable producers to provide assurances of meat safety and animal welfare to consumers, this paper evaluates the extent to which producer-led assurance groups have adopted a true market orientation. Both in-depth, semi-structured interviews and a postal questionnaire with Scottish meat consumers were carried out. Subsequently, using structural equation modelling techniques, causal influences upon producer-led assurance label purchase behaviour were determined. The results conclude that producer-led logos are the preferred assurance labels to be purchased by consumers and that the most significant influences upon purchase behaviour are attitudes, past behaviour, assurance label knowledge and personal identity traits. Moreover, weaknesses are identified in terms of producer-led groups' marketing communication strategies to consumers. Implications of those weaknesses in relation to improving market orientation are then discussed.