Dr Panayiota Alevizou

Management School

Lecturer in Marketing

P.J.Alevizou@Sheffield.ac.uk
+44 114 222 3423

Room E100, Sheffield University Management School

Full contact details

Dr Panayiota Alevizou
Management School
Room E100
Sheffield University Management School
Conduit Road
Sheffield
S10 1FL

Profile

Panayiota (Julie) Alevizou studied Business at the University of Piraeus, Greece. She obtained an MBA from Sheffield University Management School where she received a distinction for her dissertation on Green Advertising.

Following this, she started her funded doctorate, also at Sheffield, looking at Sustainability Claims on FMCGs; consumers’ perceptions, and company practice in the UK and in Greece.

Unilever Home & Personal Care, Port Sunlight funded part of her research in Paris, Bordeaux, Athens, Stockholm and Manchester where she explored and reported on consumers’ perceptions of sustainability claims.

She also did some consultancy work for Unilever related to product certification regulation.

At the same time, she completed a successful internship at the United Nations Environment Programme (UNEP), Production and Consumption Unit, Division of Technology, Industry and Economics in Paris.

During her internship she contributed to various projects such as Advertising for a Better World and published in UNEP’s DTI newsletter about CFC-Free claims.

She then worked as a marketing consultant in various companies until she was employed as a project manager for International Volunteers in the Athens 2004 Olympic and Paralympic Games.

After the games she taught several modules in marketing at Sheffield University Management School, and was part of an ESRC Sustainable Technologies Programme project in 2006 as a Research Fellow.

Panayiota joined the Marketing Division of the Management School as a Lecturer in Marketing in 2011.

Research interests

Panayiota’s research interests include: sustainability marketing, environmental certifications, fashion marketing, digital branding and qualitative research methods.

Panayiota is leading the business research portal which aims to provide research based advice to companies and their stakeholders in terms of their on-pack sustainability communications.

She is currently doing research in a number of companies and industry associations in Greece and in the UK for more effective and substantiated on-pack labelling.

Panayiota is also investigating “ethical treatment of animals in the food industry” in collaboration with University of Sheffield academics and the Compassion in World Farming organisation which is calling for clarity and more effective labelling practices in the food and meat sectors across Europe.

Publications

Books

Oates CJ & Alevizou PJ (2017) Conducting Focus Groups for Business and Management Students. London: SAGE Publications.

Edited books

(Ed.) (2017) Sustainability in Fashion A Cradle to Upcycle Approach. Palgrave Macmillan.

Journal articles

Janić M, Ćirović M, Dimitriadis N, Jovanović Dimitriadis N & Alevizou P (2022) Neuroscience and CSR : using EEG for assessing the effectiveness of branded videos related to environmental issues. Sustainability, 14(3).
Reisch LA, Joppa L, Howson P, Gil A, Alevizou P, Michaelidou N, Appiah-Campbell R, Santarius T, Köhler S, Pizzol M , Schweizer P-J et al (2021) Digitizing a sustainable future. One Earth, 4(6), 768-771.
Alevizou P, Henninger CE, Stokoe J & Cheng R (2021) The hoarder, the oniomaniac and the fashionista in me: A life histories perspective on self‐concept and consumption practices. Journal of Consumer Behaviour.
Singh P, Sahadev S, Oates C & Alevizou PJ (2020) Pro-environmental behavior in families: A reverse socialization perspective. Journal of Business Research, 115, 110-121. View this article in WRRO
Ketikidi E & Alevizou P (2019) SUSTAINABLE FASHION AND DIGITAL COMMUNICATIONS: A SYSTEMATIC LITERATURE REVIEW. Global Fashion Management Conference, 2019, 165-166.
Alevizou P, Stokoe J & Cheng R (2019) THE HOARDER, THE ONIOMANIAC AND THE FASHIONISTA IN ME: A LIFE HISTORIES APPROACH TO EXPLORE FASHION CONSUMPTION. Global Fashion Management Conference, 2019, 478-482.
Cheng R, Mo C & Alevizou P (2019) EXPLORING CHINESE MILLENNIALS’ PERCEPTIONS OF BAMBOO TEXTILE FASHION PRODUCTS. Global Fashion Management Conference, 2019, 379-384.
Alevizou P, Henninger CE & Spinks C (2019) Communicating Sustainability Practices and Values: A case study approach of a micro-organisation in the UK. International Journal of Business and Globalisation, 22(1). View this article in WRRO
Henninger CE, Alevizou PJ, Tan JL, Huang Q & Ryding D (2017) Consumption strategies and motivations of Chinese consumers: The case of UK sustainable luxury fashion. Journal of Fashion Marketing and Management, 21(3), 419-434. View this article in WRRO
Henninger CE, Alevizou PJ & Oates CJ (2017) IMC, social media and UK fashion micro-organisations. European Journal of Marketing, 51(3), 668-691. View this article in WRRO
Henninger CE, Foster C, Alevizou P & Frohlich C (2016) Stakeholder engagement in the city branding process. Place Branding and Public Diplomacy, 12(4), 285-298. View this article in WRRO
Henninger CE, Alevizou PJ & Oates CJ (2016) What is sustainable fashion?. Journal of Fashion Marketing and Management, 20(4), 400-416. View this article in WRRO
Oates C, Alevizou P & McDonald S (2016) Challenges for Marketers in Sustainable Production and Consumption. Sustainability, 8(1), 75-75. View this article in WRRO
Alevizou P, Oates C & McDonald S (2015) The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece. Sustainability, 7(7), 8729-8747. View this article in WRRO
McDonald S, Oates CJ, Alevizou PJ, Young CW & Hwang K (2012) Individual strategies for sustainable consumption. Journal of Marketing Management, 28(3-4), 445-468.
McDonald S, Oates C, Thyne M, Alevizou P & McMorland L (2009) Comparing sustainable consumption patterns across product sectors. International Journal of Consumer Studies, 33(2), 137-145.
McDonald S, Oates C, Thyne M, Alevizou P & McMorland L-A (2009) Comparing sustainable consumption patterns across product sectors. International Journal of Consumer Studies, 33(2), 137-145.
Oates CJ, McDonald S, Alevizou, P , Young CW, Hwang K & McMorland L (2008) Marketing sustainability: Use of information sources and degrees of voluntary simplicity.. Journal of Marketing Communications, 14(5), 351-365.
Verfuerth C, Gregory-Smith D, Oates CJ, Jones CR & Alevizou P () Reducing meat consumption at work and at home: facilitators and barriers that influence contextual spillover. Journal of Marketing Management, 1-32.
Alevizou P, Oates C & McDonald S () Environmental Information on Fast Moving Consumer Goods. Proceedings of the International Association for Business and Society, 13, 321-325.

Chapters

Alevizou P (2021) Getting Creative with Sustainability Communication in the Beauty Industry: Exploring On-pack Practices and Consumers’ Perceptions, Creativity and Marketing: The Fuel for Success (pp. 51-66). Emerald Publishing Limited
Henninger CE, Ryding D, Alevizou PJ & Goworek H (2017) Introduction to Sustainability in Fashion, Sustainability in Fashion (pp. 1-10). Springer International Publishing
Lai Z, Henninger CE & Alevizou PJ (2017) An Exploration of Consumers’ Perceptions Towards Sustainable Fashion – A Qualitative Study in the UK, Sustainability in Fashion (pp. 81-101). Springer International Publishing
McDonald S, Oates CJ & Alevizou PJ (2016) No Through Road: A Critical Examination of Researcher Assumptions and Approaches to Researching Sustainability In Malhotra NK (Ed.), Marketing in and for a Sustainable Society (pp. 139-168). Emerald View this article in WRRO
Henninger CEH, Alevizou PJA, Oates CJO & Cheng RC (2016) Slow-fashion organisations – Communicating sustainable consumption In Audley Genus (Ed.), Sustainable Consumption:Design, Innovation and Practice
Oates CJ, McDonald S & Alevizou PJ (2016) No through road: A critical examination of researcher assumptions and approaches to researching sustainability In Malhotra NK (Ed.), Marketing In and For a Sustainable Society (pp. 139-168). Bingley, UK: Emerald.
Henninger CE, Alevizou PJ, Oates CJ & Cheng R (2016) Communicating Sustainability: The Case of Slow-Fashion Micro-organizations, Sustainable Consumption (pp. 83-99). Springer International Publishing
Henninger CE, Oates CJ, Alevizou PJ & Cheng R (2015) Sustainable Supply Chain Management in the Slow-Fashion Industry In Choi TM & Chen TC (Ed.), Sustainable Fashion Supply Chain Management From Sourcing to Retailing (pp. 129-154). Springer
McDonald S, Oates CJ, Alevizou P, Young CW & Hwang K (2013) Individual strategies for sustainable consumption. In McEachern M (Ed.), Contemporary Issues in Green and Ethical Marketing (pp. 250-272). Abingdon: Routledge.
McDonald S, Oates CJ & Alevizou P (2006) Decoding Governance: A study of purchase processes for sustainable technologies In Murphy J (Ed.), Governing Technology for Sustainability (pp. 25-40). London: Earthscan.

Conference proceedings papers

Circus V, Oates CJ, Blades M & Alevizou P (2018) From school to the family home: exploring reverse eco-socialisation from an environmental education programme. 25th IAPS Conference Proceedings, 9 July 2018 - 13 July 2018.
Alevizou P, Oates CJ, McDonald S & Henninger C (2018) Signalling sustainability: Approaches to on-pack advertising and consumer responses.. American Academy of Advertising Annual Conference, 22 March 2018 - 25 March 2018.
Alevizou P (2016) Managing on-pack sustainability communication. 30th ANZAM Conference 2016
Alevizou P (2016) The Future of on-pack Sustainability Claims; The Role of Stakeholders. 6th World Business Ethics Conference, Hong Kong, 11-13 December 2016
Singh P, Oates CJ, Sahadev S & Alevizou P (2016) Understanding environmental socialisation of adolescents in India. 7th Child and Teen Consumption Conference, 27 April 2016 - 29 April 2016.
Alevizou P & Henninger CEH (2016) Stepping Stones and Ladders: Unfolding the dynamics of Environmental Management Systems. Scaling Sustainability: Regulation and Resilience in Managerial Responses to Climate Change
Alevizou PJA, Oates CJ, McDonald S & Henninger CE () But who is looking? Decoding on-pack sustainability claims in Greece, UK, France and Sweden. Proceedings of the Academy of Marketing 50th Annual Conference

Presentations

Oates CJ, Singh P, Sahadev S & Alevizou P Understanding environmental socialisation of adolescents in India..
Alevizou P, Henninger CE, Oates CJ & Cheng R Sustainable Consumption Challenges in the Green Slow-fashion Industry. 11th International Conference on Environmental, Cultural, Economic and Social Sustainability.
Alevizou P, Henninger CE, Foster C & Frohlich C The use of hashtags in marketing communications. 10th Global Brand Conference.
Alevizou P, Henninger CE, Foster C & Frohlich C Steel city branding. 10th Global Brand Conference.
Alevizou P, Oates CJ & McDonald S The role of knowledge in decoding sustainability claims: a cross national comparison of consumer perceptions. 11th International Conference on Environmental, Cultural, Economic and Social Sustainability.
Alevizou P, Henninger CE & Oates CJ The micro-identity framework - corporate identity in slow-fashion micro organisations. 2nd International Colloquium on Design, Branding and Marketing.
Alevizou P, Henninger CE, Redmond J & Cheng R Finding the common ground: a stakeholder approach to SME Environmental Management System uptake. 28th Australian and New Zealand Academy of Management Conference.
Alevizou P & Oates CJ Label me or Label me not? An investigation of the Factors Influencing the Practice of Green Labelling. World Business Ethics Forum (WBEF) Corporate Social Responsibility and Sustainability.
Alevizou P, Oates CJ & McDonald S Who is folding the package? The encoding of sustainability claims in Greece and in the UK. British Academy of Management.
Alevizou P, McDonald S, Oates CJ & Thyne M Green consumption in different product sector. Proceedings of the 22nd International Conference of the British Academy of Management.
McDonald S, Oates CJ, Alevizou P & Young W Communication strategies for sustainable technologies: identifying patterns in consumer behaviour. Proceedings of the 13th International Conference of the Greening of Industry Network: partnerships f.
Alevizou P Environmental labelling and information on FMCGs: A cross cultural study of consumers' perceptions. 11th Annual International Sustainable Development Research Conference.
Alevizou P, Oates CJ & McDonald S Consumers' Perceptions of Environmental Labelling Schemes on products. A cross-cultural research. International Association of Business in Society.
Alevizou P, Oates CJ & McDonald S Greek Consumers' Perceptions of Green Advertising. Academy of Marketing.

Research group

Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)

Teaching activities

Panayiota has spent most of her career working in large and small organisations as a marketing consultant which informs her teaching.

She currently teaches on the MBA and MSc marketing programmes. Panayiota leads and teaches MGT6228 Marketing Consultancy Challenge and MGT6147 Retail and Services Marketing.

In both modules students have the opportunity to engage with local companies and conduct a marketing audit. Her teaching is both research led and practice based.

She is also a guest lecturer for MGT6145 Marketing Management, MGT6180 Contemporary Marketing Practice and MGT6250 Marketing Research where she focuses on Sustainability Marketing and Qualitative Research methods.

She has also taught qualitative methods for the University of Sheffield Psychology Department.

Panayiota is a fellow of the Higher Education Academy. As part of her learning an teaching professional development she is leading a longitudinal study on internationalisation and cultural agility by focusing on the MSc Global Marketing Management programme, which is a joint Masters programme between Sheffield and Hong Kong Baptist Universities (HKBU).

It offers students the opportunity to spend one term at Sheffield University Management School and another term at HKBU. The project aims to unfold the student perspective and offer a voice to their concerns, feelings and opinions, in terms of internationalisation so as to enhance their experience.

Panayiota is currently the programme Director for BA (Hons) International Business and Management (with study abroad).

Professional activities

Guest journal editor

With Caroline Oates and Professor Seonaidh McDonald, Panayiota edited the Special Issue 'Challenges for Marketers in Sustainable Production and Consumption’ of the online journal Sustainability. Click here for more information.

Awards and recognition

Emerald Awards of Excellence - outstanding papers in 2017: Henninger, C.E., Alevizou, P.J., and Oates, C.J., (2016). What is sustainable fashion? Journal of Fashion Marketing and Management: An International Journal, 20(4), pp.400-416.

Invited conference sessions

Alevizou, P., and Oates, C.J., 2016. The Future of on-pack Sustainability Claims; The Role of Stakeholders. Paper presented at the 6th World Business Ethics Forum (WBEF) Corporate Social Responsibility and Sustainability, with members of CReiMs (University of Sheffield) 11-13 December 2016, Hong Kong Baptist University.

Industry publications

Alevizou P. (2001)“Consumer Confusion about CFC Claims” Article in UNEP’s Sustainable Consumption Newsletter (Number 24, August 8)

PhD Supervision

Panayiota is interested in supervising students in various areas of sustainability marketing and eco labelling. She currently supervises:

Mrs Noha Saada is currently exploring “Sustainable food consumption practices in Egypt”.
Na Xu is investigating “Animation in Advertising”.
Xiaoye Fu is exploring “second hand consumption practices”.
Tianxuang Zhang is exploring “Sustainability communication practices in the fashion industry”.
Victoria Circus is looking at “Music based environmental education”.
Caroline Verfuerth is investigating “Sustainable behaviour in the workplace”.
Elina Ketikidi is currently exploring “Sustainable fashion and online communication practices”.
Rui Wang is exploring the current meaning of ‘independent record labels’ in the UK.