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Personal profile


Fiona joined the Business School as Senior Lecturer in Marketing in 2012 after ten years at Salford Business School, where she was Lecturer in Marketing and Consumer Research. Prior to this she held academic posts at Keele University, where she completed her PhD, and the University of Hong Kong. Before embarking on an academic career Fiona worked for a number of years in marketing for International Computers Ltd (ICL) in the UK.

Fiona's research interests span notions of community, the sharing economy and sustainability. She is currently undertaking research on the sustainability of sharing supermarket food waste. Another research project focuses on the implementation of a not-for-profit public sharing platform which seeks to promote the sharing of 'stuff, skills and space' within local communities.

Fiona is a Fellow of the Higher Education Academy (FHEA).

Research Expertise and Interests

  • Sustainable Consumption
  • Community and Consumption
  • Sharing Economy and Consumption
  • Disposal in Consumer Research
  • Consumer Resistance to Ethical/Green Consumption
  • Moral Dimensions of Consumption
  • Consumption of Place and Space


  • Sharing economy
  • Sustainable consumption
  • Consumption practices
  • Ethnography
  • Food waste
  • Consumption of place
  • Interpretive consumer research
  • Consumer Culture Theory
  • Visual research methods

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Research Output 2009 2018

A Kaleidoscopic View of the territorialised Consumption of Place

Cheetham, F., McEachern, M. & Warnaby, G. 28 Mar 2018 In : Marketing Theory. 20 p.

Research output: Contribution to journalArticle

Open Access
Empirical research

Inside the Compassionate Organization: Culture, Identity, and Image in an English Hospice

Baron, A., Hassard, J., Cheetham, F. & Sharifi, S. 4 Jan 2018 Oxford University Press. 250 p.

Research output: Book/ReportBook

Practising Sustainability Unintentionally: An Ethnography of Allotmenteering

Hadley, C. & Cheetham, F. 23 Feb 2018 (Accepted/In press) Proceedings European Association for Consumer Research 2018. 3 p.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Open Access
nongovernmental organization

The Politics of Mobilising a Sharing Economy

Cheetham, F. & Lever, J. 23 Feb 2018 (Accepted/In press) Proceedings European Association for Consumer Research 2018. 3 p.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Activities 2012 2017

  • 5 Oral presentation
  • 2 Examination
  • 1 Invited talk

Food Waste and Sustainability: Distributed Responsibility - Constructing a Sharing Economy?

Cheetham, F. (Speaker), Lever, J. (Contributor to Paper or Presentation)
11 Jul 2017

Activity: Oral presentation

Negotiating Sustainable Consumption Practices in Online Communities

Charlotte Hadley (Speaker), Cheetham, F. (Contributor to Paper or Presentation)
9 Jul 2015

Activity: Oral presentation