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Dr Caroline Moraes

Profile summary

  • Central Academic Staff
  • Senior Lecturer in Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • caroline.moraes

Professional biography

Caroline Moraes is a Senior Lecturer in Marketing at the Open University Business School. She has extensive experience of research, administration, learning and teaching in higher education. Prior to joining The Open University, she worked at Brunel University, Coventry University and the University of Birmingham.

Caroline has published her work in various journals including Psychology & Marketing, the Journal of Business Ethics, Journal of Marketing Management, International Journal of Consumer Studies, the Journal of Consumer Behaviour, Consumption Markets & Culture and the Journal of Travel Research.

Her research has been funded by the ASSC First Grant Scheme, the Academy of Marketing, the ESRC Festival of Social Science and, more recently, through a Catalyst Evolve (ACE) project. She has acted as an expert witness on consumer autonomy and choice for the Food and Fairness Inquiry organised by the Food Ethics Council in London, and as a guest speaker for both Ethical Trading Initiative (ETI) and Responsible Trade Worldwide (RTW). Caroline has written impact papers for Responsible Jewellery Council (RJC) and The Conversation.

She is on the Editorial Board of the Journal of Advertising Research and has acted as a reviewer for a number of academic journals as well as the ESRC. Additionally, she is a trustee and board member of Craftspace, an Arts Council England National Portfolio Organisation.

Before embarking on her academic career, Caroline worked in market research and held international advertising account management posts in the advertising industry.

Research interests

Caroline's interpretive research programme focuses on conceptualising ethics in consumption and marketing, and understanding relevant societal and policy implications arising from this research.

She has approached this research activity firstly through a focus on the interplay between ethical consumption, communities and marketing. Caroline is particularly interested in topics including consumer power and empowerment, collective acts of consumer resistance, consumer activism, consumers’ views on the morality of marketing practice, as well as ethical and sustainable consumption behaviour such as 'reduce, reuse and repair,' voluntary simplicity and downshifting.

Another strand of Caroline's research focuses on social marketing and SME business ethics. Main topics of interest in this area include the use of social marketing theories to foster healthy eating, responsible alcohol consumption and physical exercise, the diffusion of sustainable consumption behaviours in local communities, as well as creative SME responsibility and social enterprises.

An emergent area of research interest entails the relationship between markets, marketing and the arts, including topics related to corporate responsibility and arts philanthropy, and individual giving to arts organisations.

Teaching interests

Caroline has a PGCE in Learning and Teaching in Higher Education. Her lecturing experience has been gained at both undergraduate and postgraduate levels, both in the UK and internationally. Caroline has developed and taught a range of marketing modules including principles of marketing, marketing communications, marketing ethics and qualitative research methods. She has also supervised doctoral students and over 100 undergraduate and postgraduate dissertations.

Caroline is the Curriculum Leader for Marketing and also the Production Leader for B206 Marketing. She is also involved in the MOOC Assessment Module BXM 871 and will supervise two PhD researchers this academic year.

Impact and engagement

Research on Consumer and SME Responsibility in the Jewellery Sector

Research on Ethical Consumption and Consumer Resistance

  • Moraes, C. and Carrigan, M. (2014) “Flexibility in Ethical Consumption and the Role for Ethical Spaces,” invited seminar delivered for Ethical Trading Initiative (ETI) Corporate Roundtable, London, 14th January 2014.
  • Moraes, C. and Carrigan, M. (2013) “Consumer Practices: Ethical or Flexible? Paper prepared for the Responsible Trade Worldwide whitepaper for industry, ‘Achieving supply chain transparency – from compliance to engagement, an assessment and commentary on the worker voice in supply chains’. This was a joint academic and industry analysis commissioned by Responsible Trade Worldwide to examine supply chain transparency and the future of ethical production. Contributors to the whitepaper also include the Ethical Fashion Forum, Sainsburys and Impactt Ltd. Contributors also spoke at the Responsible Trade Worldwide event, Thinktank Birmingham Science Museum, 25th September 2013. Available from:
  • Moraes, C. (2013) “Consumers won’t boycott Apple or Google over tax…yet”, The Conversation, 29th May, available at This was a headline news blog article examining whether tax avoidance exposés really have an impact on consumer behaviour. The article had over 1,000 clicks.
  • Moraes, C. (2009), “Consumer Autonomy and Choice,” Expert Witness presentation at the Food and Fairness Inquiry, Fair Say: Autonomy and Voice, London, 26th November 2009, Food Ethics Council.


Social Media Advertising: Factors Influencing Consumer Ad Avoidance (2017-08)
Ferreira, Carlos; Michaelidou, Nina; Moraes, Caroline and McGrath, Michelle
Journal of Customer Behaviour ((In press))
The Fine Jewellery Industry: Corporate Responsibility Challenges and Institutional Forces Facing SMEs (2017-07)
Carrigan, Marylyn; McEachern, Morven; Moraes, Caroline and Bosangit, Carmela
Journal of Business Ethics, 143(4) (pp. 681-699)
Consumers' Concerns with How They Are Researched Online (2017)
Moraes, Caroline
Business and Professional Ethics Journal, 36(1) (pp. 79-101)
Introduction to the Special Thematic Symposium on the Ethics of Controversial Online Advertising (2017)
Moraes, Caroline and Michaelidou, Nina
Journal of Business Ethics, 141(2) (pp. 231-233)
Students’ attitudes toward a group coursework protocol and peer assessment system (2016-04-01)
Moraes, Caroline; Michaelidou, Nina and Canning, Louise
Industry & Higher Education, 30(2) (pp. 117-128)
The effects of scent on consumer behaviour (2016-01)
Rimkute, Justina; Moraes, Caroline and Ferreira, Carlos
International Journal of Consumer Studies, 40(1) (pp. 24-34)
The Impact of Consumer Confusion on Nutrition Literacy and Subsequent Dietary Behavior (2015-05)
Spiteri-Cornish, Lara and Moraes, Caroline
Psychology & Marketing, 32(5) (pp. 558-574)
Understanding Ethical Luxury Consumption Through Practice Theories: A Study of Fine Jewellery Purchases (2015)
Moraes, Caroline; Carrigan, Marylyn; Bosangit, Carmela; Ferreira, Carlos and McGrath, Michelle
Journal of Business Ethics ((OnlineFirst))
The use of Facebook to promote drinking among young consumers (2014)
Moraes, Caroline; Michaelidou, Nina and Meneses, Rita W.
Journal of Marketing Management, 30(13-14) (pp. 1377-1401)
An Evolutionary Psychology Perspective on Physical Exercise Motives: Implications for Social Marketing (2014)
Michaelidou, Nina and Moraes, Caroline
Journal of Nonprofit & Public Sector Marketing, 26(2) (pp. 162-183)
Do Marketers Use Visual Representations of Destinations That Tourists Value? Comparing Visitors’ Image of a Destination with Marketer-Controlled Images Online (2013-11-01)
Michaelidou, Nina; Siamagka, Nicoleta-Theofania; Moraes, Caroline and Micevski, Milena
Journal of Travel Research, 52(6) (pp. 789-804)
From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses (2013)
Carrigan, Marylyn; Moraes, Caroline and McEachern, Morven
Journal of Marketing Management, 29(11-12) (pp. 1277-1307)
The coherence of inconsistencies: Attitude–behaviour gaps and new consumption communities (2012)
Moraes, Caroline; Carrigan, Marylyn and Szmigin, Isabelle
Journal of Marketing Management, 28(1-2) (pp. 103-128)
Purchase power: An examination of consumption as voting (2011-08)
Moraes, Caroline; Shaw, Deirdre and Carrigan, Marylyn
Journal of Marketing Management, 27(9-10) (pp. 1059-1079)
Fostering responsible communities: a community social marketing approach to sustainable living (2011-05)
Carrigan, Marylyn; Moraes, Caroline and Leek, Sheena
Journal of Business Ethics, 100(3) (pp. 515-534)
Living production-engaged alternatives: An examination of new consumption communities (2010-09)
Moraes, Caroline; Szmigin, Isabelle and Carrigan, Marylyn
Consumption Markets & Culture, 13(3) (pp. 273-298)
Voluntary simplicity: an exploration of market interactions (2009-03)
Shaw, Deirdre and Moraes, Caroline
International Journal of Consumer Studies, 33(2) (pp. 215-223)
Beyond recycling: 'commons-friendly' waste reduction at new consumption communities (2007)
Bekin, Caroline; Carrigan, Marylyn and Szmigin, Isabelle
Journal of Consumer Behaviour, 6(5) (pp. 271-286)
Empowerment, waste and new consumption communities (2006)
Bekin, Caroline; Carrigan, Marylyn and Szmigin, Isabelle
International Journal of Sociology and Social Policy, 26(1/2) (pp. 32-47)
Customer Engagement (2014-09)
Alversia, Yeshika; Michaelidou, Nina and Moraes, Caroline
In: Cooper, Cary L. ed. Wiley Encyclopedia of Management, 3rd Edition
ISBN : 978-1-119-97251-8 | Publisher : Wiley
Communally living the positive alternative (2008-03)
Bekin, Caroline; Szmigin, Isabelle and Carrigan, Marylyn
In: Gandolfi, Franco and Cherrier, Helene eds. Downshifting: A Theoretical and Practical Approach to Living a Simple Life (pp. 135-161)
ISBN : 81-314-1253-3 | Publisher : ICFAI University Press | Published : UK
New Consumption Communities and the re-enabling of 21st Century consumers (2007)
Szmigin, I; Carrigan, M. and Bekin, C.
In: Cova, B.; Kozinets, R. and Shankar, A. eds. Consumer Tribes (pp. 296-311)
ISBN : 978-0-7506-8024-0 | Publisher : Elsevier | Published : UK