Fredah Mwiti

Dr. Fredah Mwiti is an Associate Professor in Marketing at the University of Sussex Business School’s Department of Strategy and Marketing. She holds a PhD in Consumer Behaviour from Lancaster University. Her research focuses on consumer behavior in developing countries, particularly addressing poverty, gender inequality, and sustainable development goals (SDGs 1, 2, 3, 5, 10, 12). She employs ethnographic methods and intersectionality frameworks to study coping strategies among marginalized communities and innovations like frugal solutions and digital entrepreneurship.

Education:

• PhD in Consumer Behaviour, Lancaster University, UK

Research Interests: Fredah examines poverty, gender equality, and SDGs through lenses like community-based organizations (e.g., ‘Chamas’ in Nairobi slums) and mobile money innovations (e.g., M-Pesa). Her work bridges consumer behavior with macro-level factors like ethnicity, race, and sociohistorical contexts. Recent projects explore digital entrepreneurship among youth in developing nations.

Publications: Her notable works include studies on microfinance corruption, community strategies against poverty, and hybrid exchanges in subsistence economies. She has contributed to journals like European Journal of Operational Research and International Marketing Review.

Languages: Fluent in English and Swahili.