Dr Panayiota Alevizou
Management School
Lecturer in Marketing
Programme Director for MSc Marketing Management Practice
+44 114 222 3423
Full contact details
Management School
Room E100
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL
- Profile
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Panayiota (Julie) Alevizou studied Business at the University of Piraeus, Greece. She obtained an MBA from Sheffield University Management School where she received a distinction for her dissertation on Green Advertising.
Following this, she started her funded doctorate, also at Sheffield, looking at Sustainability Claims on FMCGs; consumers’ perceptions, and company practice in the UK and in Greece.
Unilever Home & Personal Care, Port Sunlight funded part of her research in Paris, Bordeaux, Athens, Stockholm and Manchester where she explored and reported on consumers’ perceptions of sustainability claims.
She also did some consultancy work for Unilever related to product certification regulation.
At the same time, she completed a successful internship at the United Nations Environment Programme (UNEP), Production and Consumption Unit, Division of Technology, Industry and Economics in Paris.
During her internship she contributed to various projects such as Advertising for a Better World and published in UNEP’s DTI newsletter about CFC-Free claims.
She then worked as a marketing consultant in various companies until she was employed as a project manager for International Volunteers in the Athens 2004 Olympic and Paralympic Games.
After the games she taught several modules in marketing at Sheffield University Management School, and was part of an ESRC Sustainable Technologies Programme project in 2006 as a Research Fellow.
Panayiota joined the Marketing Division of the Management School as a Lecturer in Marketing in 2011.
- Research interests
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Panayiota’s research interests include: eco labelling and sustainability claims in the fashion, beauty and food industries, sustainability claims communication and qualitative research.
She is currently doing research in a number of companies and industry associations in Greece and in the UK for more effective and substantiated on-pack labelling.
Panayiota has also investigated “ethical treatment of animals in the food industry” in collaboration with University of Sheffield academics and the Compassion in World Farming organisation which is calling for clarity and more effective labelling practices in the food and meat sectors across Europe.
- Publications
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Books
- Conducting Focus Groups for Business and Management Students. London: SAGE Publications.
Edited books
- Sustainability in Fashion A Cradle to Upcycle Approach. Palgrave Macmillan.
Journal articles
- Self-tracking among young people: lived experiences, tensions and bodily outcomes. Sociology. View this article in WRRO
- CHINESE CONSUMERS AND FASHION DISPOSAL PERCEPTIONS: FROM TRADITIONS TO ONLINE PLATFORMS. Global Fashion Management Conference, 798-799.
- Online branding strategies of Saudi Arabian bakeries: a qualitative approach. International Journal of Technology Transfer and Commercialisation, 20(1), 99-99.
- Children and young people: opportunities and tensions for sustainability marketing. Journal of Marketing Management, 38(9-10), 831-843.
- Neuroscience and CSR : using EEG for assessing the effectiveness of branded videos related to environmental issues. Sustainability, 14(3).
- Digitizing a sustainable future. One Earth, 4(6), 768-771.
- The hoarder, the oniomaniac and the fashionista in me: A life histories perspective on self‐concept and consumption practices. Journal of Consumer Behaviour.
- Pro-environmental behavior in families: A reverse socialization perspective. Journal of Business Research, 115, 110-121. View this article in WRRO
- SUSTAINABLE FASHION AND DIGITAL COMMUNICATIONS: A SYSTEMATIC LITERATURE REVIEW. Global Fashion Management Conference, 2019, 165-166.
- THE HOARDER, THE ONIOMANIAC AND THE FASHIONISTA IN ME: A LIFE HISTORIES APPROACH TO EXPLORE FASHION CONSUMPTION. Global Fashion Management Conference, 2019, 478-482.
- EXPLORING CHINESE MILLENNIALS’ PERCEPTIONS OF BAMBOO TEXTILE FASHION PRODUCTS. Global Fashion Management Conference, 2019, 379-384.
- Communicating Sustainability Practices and Values: A case study approach of a micro-organisation in the UK. International Journal of Business and Globalisation, 22(1). View this article in WRRO
- Consumption strategies and motivations of Chinese consumers: The case of UK sustainable luxury fashion. Journal of Fashion Marketing and Management, 21(3), 419-434. View this article in WRRO
- IMC, social media and UK fashion micro-organisations. European Journal of Marketing, 51(3), 668-691. View this article in WRRO
- Stakeholder engagement in the city branding process. Place Branding and Public Diplomacy, 12(4), 285-298. View this article in WRRO
- What is sustainable fashion?. Journal of Fashion Marketing and Management, 20(4), 400-416. View this article in WRRO
- Challenges for Marketers in Sustainable Production and Consumption. Sustainability, 8(1), 75-75. View this article in WRRO
- The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece. Sustainability, 7(7), 8729-8747. View this article in WRRO
- Individual strategies for sustainable consumption. Journal of Marketing Management, 28(3-4), 445-468.
- Comparing sustainable consumption patterns across product sectors. International Journal of Consumer Studies, 33(2), 137-145.
- Marketing sustainability: Use of information sources and degrees of voluntary simplicity.. Journal of Marketing Communications, 14(5), 351-365.
- More than words: Rethinking sustainability communications through neuroscientific methods. Journal of Consumer Behaviour.
- Online Branding Strategies of Saudi Arabian Bakeries: A Qualitative Approach. International Journal of Technology Transfer and Commercialisation(Social Commerce and Technological Applications for Enhancing Consumer and Business Interactions Opportunities and Challenges).
- Reducing meat consumption at work and at home: facilitators and barriers that influence contextual spillover. Journal of Marketing Management, 1-32.
- Environmental Information on Fast Moving Consumer Goods. Proceedings of the International Association for Business and Society, 13, 321-325.
Chapters
- Decoding consumers’ grocery lists: exploring consumers’ engagement with sustainability labelling in the food industry In Carrigan M, Wells V & Papadas K (Ed.), Research Handbook on Ethical Consumption: Contemporary Research in Responsible and Sustainable Consumer Behaviour (pp. 269-285). Edward Elgar Publishing
- Sustainability Claims in the Luxury Beauty Industry: An Exploratory Study of Consumers’ Perceptions and Behaviour In Henninger CE & Athwal N (Ed.), Sustainable Luxury An International Perspective Palgrave Macmillan
- Getting Creative with Sustainability Communication in the Beauty Industry: Exploring On-pack Practices and Consumers’ Perceptions, Creativity and Marketing: The Fuel for Success (pp. 51-66). Emerald Publishing Limited
- Introduction to Sustainability in Fashion, Sustainability in Fashion (pp. 1-10). Springer International Publishing
- An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK, Sustainability in Fashion (pp. 81-101). Springer International Publishing
- No Through Road: A Critical Examination of Researcher Assumptions and Approaches to Researching Sustainability In Malhotra NK (Ed.), Marketing in and for a Sustainable Society (pp. 139-168). Emerald View this article in WRRO
- Slow-fashion organisations – Communicating sustainable consumption In Audley Genus (Ed.), Sustainable Consumption:Design, Innovation and Practice
- No through road: A critical examination of researcher assumptions and approaches to researching sustainability In Malhotra NK (Ed.), Marketing In and For a Sustainable Society (pp. 139-168). Bingley, UK: Emerald.
- Communicating Sustainability: The Case of Slow-Fashion Micro-organizations, Sustainable Consumption (pp. 83-99). Springer International Publishing
- Sustainable Supply Chain Management in the Slow-Fashion Industry In Choi TM & Chen TC (Ed.), Sustainable Fashion Supply Chain Management From Sourcing to Retailing (pp. 129-154). Springer
- Individual strategies for sustainable consumption. In McEachern M (Ed.), Contemporary Issues in Green and Ethical Marketing (pp. 250-272). Abingdon: Routledge.
- Decoding Governance: A study of purchase processes for sustainable technologies In Murphy J (Ed.), Governing Technology for Sustainability (pp. 25-40). London: Earthscan.
Conference proceedings papers
- From school to the family home: exploring reverse eco-socialisation from an environmental education programme. 25th IAPS Conference Proceedings, 9 July 2018 - 13 July 2018.
- Signalling sustainability: Approaches to on-pack advertising and consumer responses.. American Academy of Advertising Annual Conference, 22 March 2018 - 25 March 2018.
- Managing on-pack sustainability communication. 30th ANZAM Conference 2016
- The Future of on-pack Sustainability Claims;
The Role of Stakeholders. 6th World Business Ethics Conference, Hong Kong, 11-13 December 2016
- Understanding environmental socialisation of adolescents in India. 7th Child and Teen Consumption Conference, 27 April 2016 - 29 April 2016.
- Stepping Stones and Ladders:
Unfolding the dynamics of Environmental Management Systems. Scaling Sustainability: Regulation and Resilience in Managerial Responses to Climate Change
- But who is looking? Decoding on-pack sustainability claims in Greece, UK, France and Sweden. Proceedings of the Academy of Marketing 50th Annual Conference
Presentations
- Understanding environmental socialisation of adolescents in India..
- Sustainable Consumption Challenges in the Green Slow-fashion Industry. 11th International Conference on Environmental, Cultural, Economic and Social Sustainability.
- The use of hashtags in marketing communications. 10th Global Brand Conference.
- Steel city branding. 10th Global Brand Conference.
- The role of knowledge in decoding sustainability claims: a cross national comparison of consumer perceptions. 11th International Conference on Environmental, Cultural, Economic and Social Sustainability.
- The micro-identity framework - corporate identity in slow-fashion micro organisations. 2nd International Colloquium on Design, Branding and Marketing.
- Finding the common ground: a stakeholder approach to SME Environmental Management System uptake. 28th Australian and New Zealand Academy of Management Conference.
- Label me or Label me not? An investigation of the Factors Influencing the Practice of Green Labelling. World Business Ethics Forum (WBEF) Corporate Social Responsibility and Sustainability.
- Who is folding the package? The encoding of sustainability claims in Greece and in the UK. British Academy of Management.
- Green consumption in different product sector. Proceedings of the 22nd International Conference of the British Academy of Management.
- Communication strategies for sustainable technologies: identifying patterns in consumer behaviour. Proceedings of the 13th International Conference of the Greening of Industry Network: partnerships f.
- Environmental labelling and information on FMCGs: A cross cultural study of consumers' perceptions. 11th Annual International Sustainable Development Research Conference.
- Consumers' Perceptions of Environmental Labelling Schemes on products. A cross-cultural research. International Association of Business in Society.
- Greek Consumers' Perceptions of Green Advertising. Academy of Marketing.
- Conducting Focus Groups for Business and Management Students. London: SAGE Publications.
- Research group
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Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Grants
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The British Academy Small Grant (2020) £9516. Mobile Apps and Wearable Technologies as Tools to Promote Healthy Eating among Young People: A pilot study. Co-applicant
STFC Food Network+ Sandpits (2019) (STFC Hartree Center and STFC RAL Space). £10,000. Winner (with colleagues from the University of Liverpool) of the Food Manufacturing and Supply Chain sandpit: Virtual Food Labels: Promoting healthy and sustainable food choices.
Co applicant of the 2019 STFC 21st Century Challenge Fund on 21st century Abattoirs for Food Standards Agency. £25,000
- Teaching activities
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Panayiota has spent most of her career working in large and small organisations as a marketing consultant which informs her teaching.
She currently teaches on the MSc marketing programmes. Panayiota leads and teaches MGT6147 Retail and Services Marketing. She has also taught qualitative methods for the University of Sheffield Psychology Department and has given a number of guest lectures in various Universities. Her teaching is both research led and practice based.
Panayiota is a fellow of the Higher Education Academy.
Panayiota is currently the Programme Director for MSc Strategic Marketing and Branding.
- Professional activities and memberships
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Review Editor in Sustainable Consumption, Frontiers in Sustainability
Guest editor for the 2022 Special issue, of the Journal of Marketing Management, “Children and young people: Opportunities and tensions for sustainability marketing” with Pallavi Singh, Claudia E. Henninger, Caroline J. Oates, and Nicki Newman.
Guest editor for the 2015 Special Issue, of Journal Sustainability, 'Challenges for Marketers in Sustainable Production and Consumption’ with Caroline Oates and Seonaidh McDonald.
External examiner roles
Panayiota is the Marketing subject group lead (external examiner) for BA (Honours) Marketing Management and Business at Northumbria University, Newcastle.
Other memberships
Partner, Consumer Information Programme (CI-SCP), One Planet Network (United Nations Environment Programme)
Associate Member of the Chartered Institute of Marketing
Co-Chair for SIG Sustainability, Academy of Marketing
Member of the Sustainable Fashion Consumption Network
Awards and recognition
Emerald Awards of Excellence - outstanding papers in 2017: Henninger, C.E., Alevizou, P.J., and Oates, C.J., (2016). What is sustainable fashion? Journal of Fashion Marketing and Management: An International Journal, 20(4), pp.400-416.
Invited conference sessions
Keynote speaker at the 2018 Labelling Matters Roundtable Forum (Compassion in World Farming- CWF). London
Invited paper presentation at the 2016 World Business Ethics Forum (WBEF) Corporate Social Responsibility and Sustainability. Hong Kong.
- PhD Supervision
Panayiota is interested in supervising students in various areas of sustainability marketing and eco labelling. She currently supervises:
- Mrs Noha Saada is currently exploring “Sustainable food consumption practices in Egypt”.
- Na Xu is investigating “Animation in Advertising”.