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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
  • Moral Dimensions of Consumption
  • Consumption of Place and Space

Research Expertise and Interests

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

Fingerprint Dive into the research topics where Fiona Cheetham is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Research Output

Reconfiguring local food governance in an age of austerity: towards a place-based approach?

Lever, J., Sonnino, R. & Cheetham, F., Jul 2019, In : Journal of Rural Studies. 69, p. 97-105 9 p.

Research output: Contribution to journalArticle

  • 3 Citations (Scopus)

    A Kaleidoscopic View of the territorialised Consumption of Place

    Cheetham, F., McEachern, M. & Warnaby, G., Dec 2018, In : Marketing Theory. 18, 4, p. 473-492 20 p.

    Research output: Contribution to journalArticle

    Open Access
  • 3 Citations (Scopus)

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

    Baron, A., Hassard, J., Cheetham, F. & Sharifi, S., 4 Jan 2018, 1st ed. Oxford: Oxford University Press. 272 p.

    Research output: Book/ReportBook

  • 1 Citation (Scopus)

    Practising Sustainability Unintentionally: An Ethnography of Allotmenteering

    Hadley, C. & Cheetham, F., 2018, Proceedings European Association for Consumer Research 2018. Geuens, M., Pandelaere, M., Tuan Pham, M. & Vermeir, I. (eds.). Association for Consumer Research, Vol. 11. p. 85-86 2 p.

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

  • Open Access
  • Activities

    • 8 Oral presentation
    • 2 PhD Examination
    • 1 Invited talk

    Reconfiguring local food governance in an age of austerity: towards a place-based approach 

    John Lever (Speaker), Roberta Sonnino (Speaker) & Fiona Cheetham (Speaker)

    8 Jul 2019

    Activity: Talk or presentation typesOral presentation

    Supermarket Food Waste: Prevent, Redistribute, Share: Towards a Circular Economy?

    John Lever (Speaker), Fiona Cheetham (Speaker) & Morven McEachern (Speaker)

    27 Jun 2018

    Activity: Talk or presentation typesOral presentation

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

    Fiona Cheetham (Speaker) & John Lever (Contributor to Paper or Presentation)

    11 Jul 2017

    Activity: Talk or presentation typesOral presentation

    One Good Turn Deserves Another: The Charitable Circulation of Consumer Durables in Kirklees

    Fiona Cheetham (Speaker)

    6 Sep 2015

    Activity: Talk or presentation typesOral presentation