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.  


  • BX2081: Consumer Behaviour (Level 2; TSV)
  • BX3082: International Marketing (Level 3; TSV)
  • BX3083: Strategic Marketing (Level 3; TSV)
  • LB5232: Marketing and Customer Engagement (Level 5; TSV)
  • Richard Ivey Case Teaching Method (3 day workshop), 2010. JCU Graduate Certificate of Education (Tertiary Teaching) 2011. Completion of Social Media Marketing Essentials, by the Association for Data-Driven Marketing & Advertising (ADMA) 2018. Social Media Bootcamp for Start-Ups, 2018. Online course on Digital Marketing Foundations (2019) by Imparture. Subject Coordinator Essentials Course (Online) 2019.
Research Disciplines
Socio-Economic Objectives
  • 2019 - CBLG JCUS Cross Collaboration Grant ($15,000) with Dr Shailey Chawla (PI) and Dr Jagdeep Kaur. Project title: cognitive barriers to the usage of health apps in geriatric populations.
  • 2018 - JCUS/JCUA collaboration grant scheme ($6,000) with Assoc. Professor Pengji Wang, Singapore. Research project on food waste.
  • 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.
  • 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.
  • 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 (funding for sabbatical leave over 1 year)
  • 2003 to 2005 - Research grant (€6,000) from the Irish Research Council for Humanities and Social Sciences (IRCHSS).
  • 1994 to 1997 - PhD Studentship, Dublin City University.
  • 2018 - Editorial Board Member, Social Business, Westburn Publishers. Website: https://www.westburn-publishers.com
  • 2019 - Speaker at online event titled 'What a waste: the challenge of food loss and waste', Global Town Hall Meeting, University of New England(UNE), Armidale, NSW, Australia. February 6th, 2018. Topic: Changing attitudes towards Food Waste.
  • 2018 - Panel member, Science Under the Stars, Food Security Panel Discussion, JCU, 29th October, 2018.
  • 2018 - Speaker at the Sustainable Economic Growth for Regional Australia (SEGRA) Conference, Mackay, October 24, 2018.
  • 2018 - Special Studies Program, JCU (January to July 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.
  • 1990 to 1992 - Master's degree stipend, University of Limerick.

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 82+ research outputs authored by Dr Breda McCarthy from 1997 onwards.


Advisory Accreditation: I can be on your Advisory Panel as a Primary or Secondary Advisor.

These Higher Degree Research projects are either current or by students who have completed their studies within the past 5 years at JCU. Linked titles show theses available within ResearchOnline@JCU.

  • Sustainable meat consumption and consumer intention: Evidence from Pakistan (PhD , Primary Advisor)

The map shows research collaborations by institution from the past 7 years.
Note: Map points are indicative of the countries or states that institutions are associated with.

  • 5+ collaborations
  • 4 collaborations
  • 3 collaborations
  • 2 collaborations
  • 1 collaboration
  • Indicates the Tropics (Torrid Zone)

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  • 27.311, Law, Business And Creative Arts (Townsville campus)
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