Dr Claire O'Neill

Claire O'Neill


Programme Co-director

Management & Marketing
University College Cork
Cork University Business School

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Claire O'Neill (BSc. MSc. Ph.D) is a lecturer in ethics and marketing at University College Cork (UCC). Her research interests are in the area of macro-marketing, the marketing system's role in society and society's role on the planet. Her research focus/projects are linked to SDG 12 and focuses on sustainable consumption / sustainable consumer behaviour. She was co-PI on a H2020 ERA-NET SUSFOOD2 project (2018-2021) PLATEFORMS, which looked at sustainability in the food system from production to consumption. Claire was part of an interdisciplinary team from College of Science, Engineering and Food Science (SEFS), College of Arts, Celtic Studies and Social Sciences (CACSSS) and College of Business and Law (COBL) who secured a funded MSc project via UCC Green Campus Living Laboratory Seed Fund, (2019- 2020). Claire was academic supervisor for this MSc thesis on ‘Plastic-Free UCC’- Exploring Societal and Marketing Levers. She has also collaborated with Green-Schools Ireland (a Foundation of Environmental Education (FEE) programme, known internationally as Eco-Schools) which aims to develop and maintain sustainable behaviours among primary and secondary schoolchildren. Claire volunteers and is involved in on-going research as part of UCC Green Campus, a third-level initiative similar to Green-Schools and is a member of UCC's Green Forum.

Claire teaches across a variety of different levels in the University including executive education, postgraduate and undergraduate, including the supervision of MSc research projects/thesis and undergraduate work placements. Claire is also part of the multidisciplinary team delivering the successful University Wide module on Sustainability (UW0005). 

Claire is Co-Director of the BCom International (2022 - present) and previously held directorships in MSc Management and Marketing (20015-2018) and Early Start Programme in Management and Marketing in the European Union (2014-2015). She serves on a number of research ethics committees - UCC's Social Research Ethics Committee (SREC) and the College of Business and Law Research Ethics Committee (CREC) as a reviewer. Claire holds a BSc. from University College Cork (2007), an MSc. from Dublin Institute of Technology (2009) and a Ph.D from University College Cork (2015). 

Grants and Honours

  • 01/06/2021 - UCC Research Award 2021 "Creating a Culture for Responsible Conduct of Research" as a member of the SREC committee, University College Cork
  • 01/06/2021 - President’s Teaching Excellence Award (2021) for UW0005 University Wide Module Sustainability (collective teaching team award), University College Cork
  • 02/09/2019 - UCC Green Campus Living Laboratory Seed Fund - Plastic-Free UCC, University College Cork
  • 02/04/2018 - H2020 ERA-NET SUSFOOD2 funded PLATEFORMS, Horizon 2020
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Other Activities

  • 18/11/2022 - RTE Brainstorm, Here are the 7 Sins of Greenwashing, RTE
  • 11/11/2022 - Chair, Social Research Ethics Committee (SREC)
  • 07/07/2021 - CEI Conference, 2021 Sustainable Communities: Working together locally and globally for a sustainable future
  • 26/04/2021 - Journal of Business Research
  • 20/04/2021 - Journal of Marketing Management
  • 27/10/2020 - PLATEFORMS Webinar: The Emerging Role of Online Food Retail Systems for Sustainability
  • 01/09/2020 - External Examiner, MSc Management and Marketing and Postgraduate Diploma in Management and Marketing, Technology University (TU) Dublin, Dublin Institute of Technology
  • 20/08/2019 - 14th European Sociological Association Conference
  • 02/07/2019 - 52nd Academy of Marketing Conference
  • 10/04/2019 - RTE Brainstorm, A food world war - are we ready for the ration book?, RTE
  • 23/02/2019 - Environmental Society Climate Change Conference
  • 05/02/2019 - Families sought for UCC food study
  • 15/01/2019 - New Year's Resolutions for a Sustainable Home - Five Simple Steps
  • 14/01/2019 - Sustainable household consumption in Ireland
  • 03/12/2018 - Reviewer, Social Research Ethics Committee
  • 03/09/2018 - Member, UCC's Green Forum
  • 03/09/2018 - 21st Irish Academy of Management
  • 13/07/2018 - European Journal of Marketing
  • 22/04/2018 - International Marketing Ethics and Corporate Social Responsibility: An Academic Symposium
  • 24/04/2016 - International Marketing Ethics and Corporate Social Responsibility: An Academic Symposium
  • 07/07/2015 - 48th Academy of Marketing Conference
  • 07/07/2015 - 48th Academy of Marketing Conference
  • 19/04/2015 - International Marketing Ethics and Corporate Social Responsibility: An Academic Symposium
  • 08/07/2014 - 47th Academy of Marketing Conference
  • 02/07/2012 - 45th Academy of Marketing Conference
  • 09/05/2012 - ISM-Open Conference Social Marketing and Socially Responsible Management
  • 01/09/2011 - 14th Annual Conference of the Irish Academy of Management
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Pedagogic Experiences

  • 2020 - MG5005 Marketing Ethics (HDip in Sustainability in Enterprise), University College Cork
  • 2019 - Ethics and Sustainability, University College Cork, MSc Strategic Marketing and Practice
  • 2017 - Professional and Personal Development, University College Cork, MSc Management and Marketing
  • 2017 - Marketing and Society, University College Cork, BComm (Hons) Commerce
  • 2015 - Management/Marketing Practice Project, University College Cork, BComm (Hons) Commerce
  • 2013 - Business Ethics and Governance, University College Cork, BComm (Hons) Commerce
  • 2013 - Ethical Issues in Business, University College Cork, MSc Management and Marketing
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Research Domains

  • Impact of marketing on society  
  • Sustainable consumption and consumer vulnerability
  • Sustainable development of the agri-food sector
  • Social marketing and researching children’s perspectives on sustainability
  • Accountability and sustainability
  • Advertising ethics  
  • Consumer and shopper behaviour  
  • Consumer food behaviours  
  • CSR
  • Ethics of consumption  
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  • 2018 - MSc Research, Commerce, University College Cork (Thesis Co-Supervisor)
  • 2019 - MSc Research, Commerce, University College Cork (Thesis Co-Supervisor)
  • 2021 - MSc Research Commerce, University College Cork (Thesis Co-Supervisor)
  • 2023 - Investigating the nature of the attitude-behaviour gap in the context of environmental food behaviours: A cognitive dissonance perspective, University College Cork (Thesis Co-Supervisor)
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Journal article

Year Publication
2019 O'NEILL, C., BUCKLEY, J. (2019). “Mum, did you just leave that tap running?!” The role of positive pester power in prompting sustainable consumption. International Journal of Consumer Studies. doi:10.1111/ijcs.12505. Details
2022 , O'NEILL, C., HASHEM, S., MORAN, C., MCCARTHY, M. (2022). Thou shalt not waste: Unpacking consumption of local food. Sustainable Production and Consumption, 29, pp. 851 - 861. Details
2023 O'NEILL, C., MCCARTHY, M. B., O'REILLY, S., ALFNES, F. (2023). Food interests, preferences and behaviours: a profile of the sustainable food consumer. British Food Journal, 125 (13). doi:10.1108/BFJ-09-2022-0762. Details
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