معرفی
Mahsa Ghaffari is a Senior Lecturer at the University of Portsmouth, affiliated with the Faculty of Business & Law and the School of Strategy, Marketing and Innovation. She is also associated with the Agile Centre for Equitable Sustainability and actively supervises PhD students.
Education:
- PhD in Marketing, University of Bath
- MSc in Management with Marketing (with Merits), University of Bath
- BEng in Natural Resources, University of Guillan
Her research focuses on the intersection of marketing, culture, and sustainability. Key interests include creativity in advertising, organisational ethnography, sustainable luxury, consumer agency, and the socio-cultural dynamics of consumption. She explores how cultural and religious values shape consumer behavior, especially in contexts like Iran and China, and investigates veganism as a form of ethical and sustainable consumption.
Her recent publications span topics such as counterfeit luxury consumption, CSR in luxury brands, vegan diet motivations, and institutional creativity in advertising. These works reflect a strong methodological emphasis on ethnographic and practice-based approaches, often analyzing micro-level consumer and organizational behaviors.
She is actively involved in research, currently serving as Co-Investigator on a British Academy-funded project focused on sustainability interventions in São Paulo. She has chaired and presented at international conferences including Macromarketing and Critical Management Studies, and her work has been cited in media outlets discussing consumer defiance and market transformation.
Professional Activities:
- Conference Chair, Macromarketing: One Young World (2023)
- Chair, Macromarketing Conference (2018)
- Presenter, 10th International Critical Management Studies Conference (2017)
- Presenter, 31st EGOS Colloquium (2015)
She is a member of research networks focused on sustainability and equitable development, contributing to interdisciplinary efforts in sustainable market practices and community empowerment.
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