Professor Marylyn Carrigan

Professor of Marketing and Sustainability

Marylyn Carrigan is currently a Professor of Marketing and Sustainability at Edinburgh Business School, Heriot-Watt University (Edinburgh, UK). She received her PhD in Commerce from the University of Birmingham in 2001. She received a BA(Hons) degree, 1st class, in Marketing from the University of Strathclyde in 1988.

She is an internationally recognized expert in the field of ethical and sustainable consumption. Her main research contributes theoretically and practically toward ongoing debates about embedding responsible business practices and supporting community and consumer wellbeing and sustainability. Specifically, her research contributes to knowledge and applies theory in different contexts to provide a better understanding of sustainable and ethical consumer behaviour, and small business social responsibility. 

In particular, she investigates the role that context plays in determining how consumers and firms are enabled or deterred from behaving sustainably, and the everyday tensions and conflicts that they face. Her research also studies the role of SMEs and consumers to act as catalysts for sustainable change in their communities. She has investigated this in the context of food and beverages, FMCG, luxury and fashion industries, packaging and plastics.

Marylyn Carrigan joined the Edinburgh Business School as a Professor of Marketing and Sustainability in February 2020.

Areas of interest

  • Ethical and sustainable consumption and behaviour change
  • sustainability
  • circular economy and sharing economy
  • ethical marketing. Specific interests include: sustainable food, seafood and fisheries
  • sustainable fashion and luxury
  • sustainable tourism.


  • 1998-2001, University of Birmingham, PhD Commerce, ‘Societal Marketing, Segmentation and the Older Consumer’
  • 1984-88, University of Strathclyde, B.A. (Hons) Marketing, First Class.


Previous to joining Heriot-Watt University Marylyn was Professor of Ethical and Sustainable Marketing, Director of Research and REF2021 Unit of Assessment 17 lead at Keele Business School, Keele University. She was Professor of Marketing Ethics and Co-Director of the Centre for Business in Society (CBiS); Deputy Director of the Institute for Social Marketing (ISM-Open) at the Open University, Professor of Marketing at the University of Birmingham, and began her academic career as a researcher in the Strathclyde International Business Unit, University of Strathclyde.

Before academia, she worked in retail banking.

"I am interested in collaborating on sustainable and ethical consumption projects, particularly research that explores consumption reduction and resistance motives, cross-cultural ethical consumption, and broad ethical and sustainable consumption."

Marylyn Carrigan

Key publications

View all publications on Research Portal External link