Emma Johnson

Emma Johnson is a Marketing Lecturer at York Business School, York St John University, where she has been teaching since summer 2018. She serves as the Course Lead for both the undergraduate marketing courses (BA (Hons) Marketing and BSc (Hons) Digital Marketing and Data Analytics) and is a Learning and Teaching Co-Lead within the York Business School.

Dr. Johnson holds a BA (Hons), MSc, and is currently completing her PhD at York St John University on the topic of ethical consumerism, supervised by Dr. Dmytro Moisieiev and Dr. Jack Denham. She is a Senior Fellow of the Higher Education Academy (SFHEA).

Her research focuses on ethical consumerism, branding, consumer decision making processes, international marketing, and sustainability. As the Co-Founder of the Responsible Marketing Research Group within York Business School, she has led significant research in understanding consumer behavior toward ethical products, particularly in the beauty industry. Her work examines the emotional aspects of ethical consumption and the challenges consumers face when trying to align their values with their purchasing decisions.

Dr. Johnson's research output demonstrates a consistent focus on ethical consumerism, particularly examining the beauty industry's cruelty-free products. Her work investigates the cognitive dissonance consumers experience when claiming ethical values but not consistently purchasing ethical products, exploring concepts like gratitude's role in ethical consumption and how consumers perceive and forgive brands that have offended their ethical values.

• Senior Fellow of the Higher Education Academy (SFHEA)
• Affiliate Member of UK Advising and Tutoring (UKAT)
• Affiliate Professional Member of the Chartered Institute of Marketing (CIM)

As a dedicated educator and researcher, Dr. Johnson serves on multiple university committees including the Student Appeals and Conducts Committee, York Business School Ethics Committee, and York Business School Quality Panel. She mentors new staff members and serves as an assessor for the Higher Education sector. Her research has been supported by York St John University's Student as Researchers funding program, which awarded her £500 for her project "Young and old, hot and cold: How do consumers hate and forgive offending charity brands."

Dr. Johnson is actively involved in the Responsible Marketing Research Group, which she co-founded, focusing on advancing understanding of ethical marketing practices and consumer responses to ethical branding in various industries.