Dr Panayiota Alevizou

Lecturer in Marketing

Room: E100
Phone: +44 (0)114 222 3423
Email: P.J.Alevizou@Sheffield.ac.uk
Panayiota Alevizou - Sheffield  

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.

Learning and teaching

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).

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.

Research and impact

Panayiota’s research interests include: sustainability marketing, environmental certifications, fashion marketing, digital branding and qualitative research methods. Panayiota is leading the business research portal www.ecolabelresearch.com 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.

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)