Dr Breda McCarthy ~ Senior Lecturer

Dr Breda McCarthy grew up in Ireland.  She holds a PhD from Dublin City University, a first class Master’s degree (research) and a Bachelor of Business (honours) from University College Limerick, Ireland.  She is a currently a Senior Lecturer in Marketing at JCU with research interests in renewable energy, food waste, ethical consumption, red wine consumption in China, cultural enterprises and the strategic marketing activities of small to medium sized enterprises. She has published conference papers, journal articles, book chapters and case studies.  She employs quantitative and qualitative research methodologies and has a particular interest in grounded theory and the longitudinal, case-based approach to research. 

 

Teaching

• BX2184: Sustainable Marketing Management (Level 2; TSV)
• BX3082: International Marketing (Level 3; TSV)
• BX3083: Strategic Marketing (Level 3; TSV)
• LB5232: Marketing and Customer Engagement (Level 5; TSV)

Research Disciplines

• Marketing (1505)

Socio-Economic Objectives

• Expanding Knowledge (9701)

Awards

• 2018 - JCUS/JCUA collaboration grant scheme ($6000).
• 2013 to 2014 - JCU Mid-Career Researcher Re-Engagement Grant 2014 ($15,000).

Other

• 2009 - Winner (1st place) of the 2009 European Council for Small Business and Entrepreneurship (ECSB) Case Study Competition
• 2007 - Editor of the Irish Journal of Management - Special Conference Edition, 2007, Vol. 28, Issue 1, 2007
• 2006 - Chair of Irish Academy of Management (IAM) 2006 Conference.
• 2018 - Special Study Program (January to July).
• 2006 to 2007 - Visiting Scholar, School of Business, JCU, Townsville, October 2006 to February 2007

These are the most recent publications associated with this author. To see a detailed profile of all publications stored at JCU, visit ResearchOnline@JCU. Hover over Altmetrics badges to see social impact.

Journal Articles

• Eagle L, Osmond A, McCarthy B, Low D and Lesbirel H (2017) Social marketing strategies for renewable energy transitions. Australasian Marketing Journal, 25 (2). pp. 141-148
• McCarthy B and Liu H (2017) Waste not, want not: exploring green consumers' attitudes towards wasting edible food and actions to tackle food waste. British Food Journal, 119 (12). pp. 2519-2531
• McCarthy B, Eagle L and Lesbirel H (2017) Barriers to the diffusion of renewable energy in Queensland. Rural Society, 26 (3). pp. 210-224
• McCarthy B and Liu H (2017) Food waste and the 'green' consumer. Australasian Marketing Journal, 25 (2). pp. 126-132
• Liu H, McCarthy B and Chen T (2016) Green food consumption in China: segmentation based on attitudes toward food safety. Journal of International Food and Agribusiness Marketing, 28 (4). pp. 346-362
• McCarthy B, Liu H and Chen T (2016) Innovations in the agro-food system: adoption of certified organic food and green food by Chinese consumers. British Food Journal, 118 (6). pp. 1334-1349

Book Chapters

• Liu H and McCarthy B (2017) Wine purchasing behaviour in China. In: The Wine Value Chain in China: consumers, marketing, and the wider world. Elsevier Asian Studies Series. Elsevier, Cambridge, MA, USA, pp. 117-129
• McCarthy B (2016) Creating a climate for local and organic foods: the importance of learning, social networks and government support. In: The Meaning of Local Foods: a food marketing management perspective. Institute of Food Products Marketing, pp. 31-47

Conference Papers

• McCarthy B, Liu H and Schurmann A (2016) Household food waste and the green consumer. Proceedings of the Australian and New Zealand Marketing Academy Conference. In: ANZMAC 2016: Australian and New Zealand Marketing Academy Conference: marketing in a post-disciplinary era, 5-7 December 2016, Christchurch, New Zealand
• McCarthy B and Liu H (2016) Characterising the green consumer: who wastes food and what are the potential solutions to household food waste? . Proceedings of the Australian and New Zealand Marketing Academy Conference. In: ANZMAC 2016: Australian and New Zealand Marketing Academy Conference: marketing in a post-disciplinary era, 5-7 December 2016, Christchurch, New Zealand
• Liu H, McCarthy B and Chen T (2015) Chinese certified organic food consumers and the market for green food. Proceedings of the International Food Marketing Research Symposium. 18-19 June 2015, Crete, Greece
• McCarthy B, Liu H and Chen T (2015) Women, men and certified food: opting out of the conventional Chinese food market. Proceedings of the Australian and New Zealand Marketing Academy Conference. In: ANZMAC 2015: Australian and New Zealand Marketing Academy Conference, 30 November - 2 December 2015, Sydney, NSW, Australia

More

ResearchOnline@JCU stores 71+ research outputs authored by Dr Breda McCarthy from 1997 onwards.