PhD in Cross-Cultural Research

Project investigates how ethnocentrism affects sustainable consumption and how this interacts with deglobalisation and message framing across cultural contexts./nUses theories of social identity, altruism, and message framing to examine responses to different sustainability messages including economic, ecological, normative, and local-versus-global appeals./nEmploys a mixed-methods approach: qualitative interviews followed by controlled online experiments to identify effective message frames./nLocation: Loughborough. Suitable for candidates interested in consumer behaviour, cross-cultural research, sustainability, and experimental methods.