Lecturer in Fashion 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 (entitled 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 module leader for Marketing, Design and Creativity and specialises in consumer behaviour, ethical decision-making and retail management. She is particularly interested in the marketing of sustainability and user-generated social media marketing.

Elaine focuses her research on fashion consumption through a sustainability lens and has published her research in international journals and edited books, along with presenting regularly at international conferences (updates can be found in PURE and academia.edu). More recently she has been exploring the influence of sustainable fashion behaviours within family structures, progressing from sustainable practice as supporting notions of good mothering identities to negotiating consumption and practice with teenagers who have been educated in sustainability as part of the curriculum. She also reviews for the International Journal of Consumer Studies and International Journal of Retail & Distribution Management.

Elaine is a fellow of the Higher Education Academy.


  • –present
    Lecturer in Fashion Marketing, Glasgow Caledonian University