Pierre McDonagh

Research interests

My research primarily focuses on the (im)possibility of sustainability within the prevailing order and oppositional counter culture. I have published widely on the interactions among Markets, Marketing and Society; dark marketing; critical marketing; and transformative consumer research. A current research project considers the experiences of lead users of electric vehicles.

My research has been published widely and includes articles in the Journal of Consumer Research, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and others. I have Guest Edited the first double Special Issue of the Journal of Macromarketing (with Andrea Prothero, University College Dublin) on ‘Sustainability as Megatrend’ (Sept 2014 and March 2015). Currently I am Guest Editing a Journal of Marketing Management Special Issue on ‘Sustainable Consumption, Activism, Innovation and Brands’ (with Diane Martin, Aalto University).

I am Associate Editor for the Journal of Macromarketing, serves on the Advisory Committee for Transformative Consumer Research for the American Association for Consumer Research, and sits on the editorial boards of the Journal of Marketing Management and Consumption Markets & Culture.

Willing to supervise PhD

I am interested in supervising new research students in the following areas: Sustainability; Sustainable Communication; Sustainable Brands; Sustainable Consumption & Production; Transformative Consumer Research; Consumer Culture Theory; Co-creation & Activism, Dark Marketing

Please contact me to discuss your proposal.