Personal profile

Research interests

My research primarily focuses on the (im)possibility of sustainability within the prevailing order and oppositional counter culture. I have published widely on the interactions among Markets, Marketing and Society; dark marketing; critical marketing; and transformative consumer research. A current research project considers the experiences of lead users of electric vehicles.

My research has been published widely and includes articles in the Journal of Consumer Research, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and others. I have Guest Edited the first double Special Issue of the Journal of Macromarketing (with Andrea Prothero, University College Dublin) on ‘Sustainability as Megatrend’ (Sept 2014 and March 2015). Currently I am Guest Editing a Journal of Marketing Management Special Issue on ‘Sustainable Consumption, Activism, Innovation and Brands’ (with Diane Martin, Aalto University).

I am Associate Editor for the Journal of Macromarketing, serves on the Advisory Committee for Transformative Consumer Research for the American Association for Consumer Research, and sits on the editorial boards of the Journal of Marketing Management and Consumption Markets & Culture.

Willing to supervise PhD

I am interested in supervising new research students in the following areas: Sustainability; Sustainable Communication; Sustainable Brands; Sustainable Consumption & Production; Transformative Consumer Research; Consumer Culture Theory; Co-creation & Activism, Dark Marketing

Please contact me to discuss your proposal.

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Research Output 1991 2018

Sustainable consumption, consumer culture and the politics of a megatrend

McDonagh, P., Kilbourne, W. & Prothero, A. 10 Feb 2018 The SAGE Handbook of Consumer Culture. Kravets, O., MacLaren, P., Miles, S. & Venkatesh, A. (eds.). London, U. K.: Sage Publications

Research output: Chapter in Book/Report/Conference proceedingChapter

Consumer culture
Sustainable consumption
Economic growth
Political economy

Football -marketplace Icon?

McDonagh, P. 2017 In : Consumption Markets & Culture. 20, 1, p. 7-11 5 p., 1

Research output: Contribution to journalArticle

popular sport

What it feels like for a girl”: Personal Reflections on Gender Equality in the Marketing Academy

Prothero, A. & McDonagh, P. 19 Jun 2017 p. 270 273 p.

Research output: Contribution to conferencePaper

Open Access
Gender equality
Academic careers

A framework for understanding sustainable brands: consumer, producer and policy perspectives

McDonagh, P., Angela, G-M., Triguero, A. & Saez Martinez, F. 28 Oct 2016 p. 155-157 3 p.

Research output: Contribution to conferencePaper

Economic sustainability

Envisioning Sustainabilities: Towards an Anthropology of Sustainability

Murphy, F. (ed.) & McDonagh, P. (ed.) 1 Sep 2016 Cambridge, U. K.: Cambridge Scholars Publishing. 250 p.

Research output: Book/ReportBook

urban planning