Dr Breda McCarthy is a Senior Lecturer in Marketing at JCU and a researcher in the field of consumer behaviour. Her research interests cover renewable energy, food waste, regional and rural development, ethical consumption, organic food and wine marketing in Asian economies, cultural enterprises and the strategic marketing activities of small to medium sized enterprises in Australia. 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. She holds a PhD in strategic management from Dublin City University, a first class Master’s degree (research) and a Bachelor of Business Studies (honours) degree from University College Limerick, Ireland.  


  • 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
Socio-Economic Objectives
  • 2018 - Emerald Publishing awarded Dr. Breda McCarthy and Dr. Hong-Bo Liu the 2018 Outstanding Paper Award for 'Waste not, Want not', published by the British Food Journal.
  • 2018 - JCUS/JCUA collaboration grant scheme ($6,000).
  • 2018 - Best Paper in Track (Sustainability) Award for 'Food Waste within eco-friendly households: modelling the factors that have an impact on food waste levels.' Academy of Marketing Conference, University of Stirling, 2018.
  • 2015 - Teaching and Learning Award, JCU ($2,000). Encouraging a move to more dynamic forms of content presentation through the use of eBooks and videos.
  • 2013 to 2014 - JCU Mid-Career Researcher Re-Engagement Grant 2014 ($15,000).
  • 2006 to 2007 - Fáilte Ireland Fellow
  • 2003 to 2005 - Research grant (€6,000) from the Irish Research Council for Humanities and Social Sciences (IRCHSS).
  • 2018 - Editorial Board Member, Social Business, Westburn Publishers. Website: https://www.westburn-publishers.com
  • 2018 - Special Studies Program, JCU (January to July 2018).
  • 2018 - Speaker at the Sustainable Economic Growth for Regional Australia (SEGRA) Conference, Mackay, October 24, 2018.
  • 2018 - Panel member, Science Under the Stars, Food Security Panel Discussion, JCU, 29th October, 2018.
  • 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 to 2007 - Visiting Scholar, School of Business, JCU, Townsville, October 2006 to February 2007.
  • 2006 - Chair of Irish Academy of Management (IAM) 2006 Conference.

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
Book Chapters
Conference Papers

ResearchOnline@JCU stores 75+ research outputs authored by Dr Breda McCarthy from 1997 onwards.

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