Former Master’s student and supervisor prove a winning pair
Former Master’s student Stephanie Hooper, and her supervisor Dr Micael-Lee Johnstone, won Best Paper for the Consumer Behaviour track at an international marketing conference in Limerick, Ireland, earlier this month. The purpose of the research was to gain a better understanding of how people facilitate and inhibit other consumers’ green behaviour.
Micael-Lee, a lecturer in the School of Marketing and International Business, co-authored and presented the paper, which was based on Stephanie’s Master’s thesis.
Stephanie’s paper found ‘not-so-green’ consumers were more likely to be motivated to make eco-friendly choices due to concerns about self-image, when compared to their greener counterparts. She also found consumers used a range of strategies such as emotional tactics, positive reinforcement and role modelling, to encourage others to make greener choices.
Micael-Lee was “really pleased” to win the Best Paper Award with Stephanie at the conference, which was attended by over 350 marketing academics and professionals from around the world. “I think it’s great that one of our Master’s students has done well at an international refereed marketing conference. It just highlights the high calibre of our students,” she says.