Senior Lecturer in Marketing, Glasgow Caledonian University

Elaine joined GCU as a lecturer in Marketing in 2015 having previously lectured at Heriot-Watt University and the University of Stirling. She was awarded her Ph.D ( Mothers’ experience of sustainable fashion consumption: An existential phenomenological exploration within Edinburgh) from Queen Margaret University in 2014; PG Certificate in Academic Practice from Heriot-Watt University in 2015; and, BA (Hons) in Consumer Studies form Queen Margaret University in 2008. Elaine is the programme leader for International Marketing and specialises in teaching consumer behaviour, ethical decision-making and retail management. She is particularly interested in the marketing of sustainability and user-generated social media marketing.

Elaine has published her research in international journals and edited books, along with presenting regularly at international conferences (updates can be found in PURE and Her first edited text book "New Perspectives on Critical Marketing and Consumer Society" is due out early next year.

Elaine is a fellow of the Higher Education Academy.


  • –present
    Lecturer in Fashion Marketing, Glasgow Caledonian University