Dr Breda McCarthy ~ Senior Lecturer

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.  

 

Teaching

• BX2081: Consumer Behaviour (Level 2; TSV)
• 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)

Interests

Teaching

• 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

• Marketing (1505)

Socio-Economic Objectives

• Expanding Knowledge (9701)

Awards

• 2019 - CBLG JCUS Cross Collaboration Grant with colleagues in Information Technology and Psychology, Dr Shailey Chawla and Dr Jagdeep Kaur, working on a research project concerning cognitive barriers to the usage of health apps in geriatric populations.
• 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.
• 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
• 2003 to 2005 - Research grant (€6,000) from the Irish Research Council for Humanities and Social Sciences (IRCHSS).

Memberships

• 2018 - Editorial Board Member, Social Business, Westburn Publishers. Website: https://www.westburn-publishers.com

Other

• 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 - Special Studies Program, JCU (January to July 2018).
• 2018 - Speaker at the Sustainable Economic Growth for Regional Australia (SEGRA) Conference, Mackay, October 24, 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

• McCarthy B, Eagle L and Osmond A (2018) Electricity consumers in regional Australia: social acceptance of coal-fired power and renewable energy. Social Business, 8 (3). pp. 253-275
• McCarthy B and Schurmann A (2018) Risky business: growers' perceptions of organic and biodynamic farming in the tropics. Rural Society, 27 (3).
• 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

Conference Papers

• Eagle L, McCarthy B and Low D (2018) Winds of change: a study of the acceptability of renewable energy in regional Australia. Proceedings of the the International Social Marketing Conferences. In: International Social Marketing Conference: broadening cultural horizons in social marketing, 15-17 July 2018, Singapore
• 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

More

ResearchOnline@JCU stores 77+ 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.

Current

• Exploring Consumer Behavior Realated to Choice of Retailers of Meat Products in Developing Countries: Theory of Planned Behavior (TPB) Perspective (PhD , Primary Advisor)