"PhD Studentship: Ethnocentrism, Deglobalisation, and Sustainable Consumption: Understanding Message Framing Effects Across Cultural Contexts"

Loughborough University - Loughborough Business School

Project details

In an era of increasing deglobalisation, consumers are becoming more ethnocentric, emphasising local identities and supporting in-group interests. Simultaneously, tackling climate change requires global cooperation and the widespread adoption of sustainable behaviours. This PhD project investigates how these two trends interact and what this implies for promoting environmentally responsible actions.

The research investigates how ethnocentrism affects sustainable consumption across diverse cultural settings. Using theories of social identity, altruism, and message framing, the project examines how individuals respond to different kinds of sustainability messages, including economic, ecological, normative, and local-versus-global appeals. The research employs a mixed-methods approach, beginning with qualitative interviews to explore cultural motivations, followed by controlled online experiments to identify which message frames are most effective in encouraging sustainable behaviours.

The findings will provide valuable insights for policymakers, environmental organisations, and businesses aiming to promote sustainability across diverse communities. This project is perfect for candidates interested in consumer behaviour, cross-cultural research, sustainability, and experimental methods.

Supervisors

Primary supervisor: Ruby Appiah Campbell

Secondary supervisor: Dr Kemefasu Ifie

Entry requirements

At least a 2:1 honours degree (or equivalent international qualification) with a UK master's degree (with an average programme mark of no less than 65%) or international equivalent.

Applicants must meet the minimum English language requirements. Further details are available on the International website.

Funding

The studentship is for 3 years and provides a tax-free stipend of £20,780 per annum for the duration of the studentship plus university tuition fees.

This project is advertised as a fully funded studentship, subject to final approval by the University.

How to apply

Put together your research proposal (between 2500 to 3000 words including references). Share your research proposal with the identified supervisor(s) and confirm they are willing to be named in support of your application. You are also encouraged to ask for feedback to develop your research proposal.

All applications should be made online via the above 'Apply' button. Under programme name, select ‘Business School'. Please upload with your application a research proposal, copies of your transcripts/certificates, English language certificate and contact details of two academic references, one of which must be from your most recent degree. Please quote the project reference number LB26-RAC/KI.

To avoid delays in processing your application, please ensure that you submit the minimum supporting documents.

The following selection criteria will be used by academic schools to help them take a decision on your application.

Contact details

Call: +44 (0)1509 223134

Email: r.appiah-campbell@lboro.ac.uk