Victoria Wells

Victoria Wells is a Professor of Sustainable Management and Chair in Management at the School for Business and Society, University of York, since 2017. She holds a PhD from Keele University and has held academic positions at Sheffield, Durham, and Cardiff Universities. Her research focuses on consumer behavior in pubs and sustainable practices, blending theoretical insights with real-world interventions. She is a Senior Fellow of the Higher Education Academy and a Chartered Marketer.

Research Interests:

• Pub consumer behavior and community dynamics
• Sustainable consumer behavior, including environmental segmentation and renewable technologies
• Social marketing applications for sustainability

Collaborations include work with Global Action Plan, GRAB Trust, and Golden Ball Cooperative Pub. Her recent projects address pub survival strategies, employee environmental behavior, and reusable coffee cup campaigns. Teaching emphasizes interdisciplinary approaches to marketing and sustainability, including a MOOC on pub management and protection.

Key Achievements:

• Principal Investigator for the EPSRC-funded MacroBioCrude project
• Author of over 40 publications in consumer behavior and sustainability
• Recipient of the Certified Management & Business Educator designation