Martin Grimmer is Deputy Vice-Chancellor (Academic) at the University of Tasmania and a Professor of Marketing. Martin began his academic career in Queensland and has worked at the University of Queensland and Griffith University. As a psychologist, Martin's core interest is in examining the motivations and underlying reasons for human behaviour. He researches in consumer behaviour, specifically ethical and pro-environmental consumer behaviour. He has conducted research into the effect of corporate reputation and green marketing communications on purchase behaviour, carbon foot-printing, and factors that impact upon consumer attitudes towards, and purchase of, green products. Martin also has an interest in retail strategy, has maintained an interest in research methodologies, and has published on trends in the use of research methods in marketing.