Dr Seonaidh McDonald
Title: Professor
First Name: Seonaidh
Surname: McDonald
Position: Professor
Telephone: +44 (0)1224 263896

Duties and Responsibilities

Seonaidh is Graduate School Leader within Aberdeen Business School.

Research Interests

Seonaidh is a member of the Business & Enterprise theme research group within Institute for Management Governance and Society (IMaGeS). Her research interests are in Sustainable Consumption and Green Consumer Behaviour and Qualitative Research Methods. She supervises a number of research students including Wei Zhang and Ahmad Salih. Recently graduated research students include Mhairi Aitken (Funded by ESRC CASE studentship with Scottish and Southern Energy Ltd) and Basia McDougall. Seonaidh is an Associate Member of the Centre for Understanding Sustainable Practice.


Recent research projects include collaboration with Anderson, Bell & Christie, a firm of Glasgow Architects and Dr David Moore (Scott Sutherland) to investigate the decision making processes of two Glasgow Housing Associations with regards to low carbon technologies, and work with Renewable Power Exchange and Grampian Housing Association and Edinvar Housing Association tenants to investigate a role for smart meters in alleviating fuel poverty.

Trade-offs in decision-making for sustainable technologies. (November 2003 – March 2006) ESRC (Economic and Social Research Council) as part of their Sustainable Technologies Programme (RES-338-25-0001). Held jointly with Dr Caroline Oates, Sheffield University Management School and Dr William Young, Leeds University School of the Environment.

Reduce, Reuse, Recycle: Tackling the waste hierarchy through young children's television. (July 2010 – Feb 2011) Nuffield Foundation. Held jointly with Dr Caroline Oates, Sheffield University Management School and Dr Mark Blades, Department of Psychology, University of Sheffield.


OATES, C., ALEVIZOU, P. and MCDONALD, S., 2016. Editorial: challenges for marketers in sustainable production and consumption. Sustainability, 8(1), pp.75. 

OATES, C.J., MCDONALD, S., PADMORE, J. and OKE, A., 2015. Household behaviour and sustainability: from inactive to involved and what lies in between. In: L. O’MALLEY, ed. The magic is marketing. Proceedings of the Academy of Marketing Conference. 7-9 July 2015. Limerick: Academy of Marketing. 

Alevizou,  P.J., Oates, C.J. and McDonald, S. (2015). The well(s) of knowledge: the decoding of sustainability claims in the UK and in Greece. Sustainability, 7(7), pp. 8729-8747Mcdonald, S., Gan, B.C., Fraser, S.S., Oke, A. and Anderson, A.R., 2015. A review of research methods in entrepreneurship 1985-2013International Journal of Entrepreneurial Behavior and Research, 21(3), pp.

Drakopoulou-Dodd, S.L., McDonald, S., McElwee, G., and Smith, R. (2014) A Bourdieusian Analysis of Qualitative Authorship in Entrepreneurship Scholarship. Journal of Small Business Management.

Oates, C. J., McDonald, S., Blades, M. and Laing, A., 2013. How green is children’s television? Social Business, 3 (1), pp. 37-45. 

McDonald, S. (2012). Informal Slack in Organisations: A Qualitative Analysis of Innovative OrganisationsInternational Journal of Knowledge, Culture and Change Management: Annual Review, 12, pp. 71-83. 

McDonald, S., Oates, C.J., Alevizou, P.J., Young, C.W., and Hwang, K., (2012) Individual Strategies for Sustainable Consumption. Journal of Marketing Management, 28(3-4) 445-468

Young, C.W., Hwang, K., McDonald, S., and Oates, C.J. (2010) Sustainable Consumption: Green consumer behaviour when purchasing products. Sustainable Development. 18(1) 20-31.

McDonald, S., Oates, C.J., Thyne, M.A., Alevizou, P.J., and McMorland, L.-A. (2009) Sustainable Consumption Patterns in Different Product Sectors. International Journal of Consumer Studies special issue on Sustainable Consumption 33(2) 137-145.

Aitken, M., McDonald, S., and Strachan, P.A. (2008) Locating 'Power' in Wind Power Planning Processes: The (not so) influential role of local objectors. Journal of Environmental Planning and Management 51(6) 777-799.

Oates, C.J., McDonald, S., Alevizou, P.J., Hwang, K., Young, C.W. and McMorland, L-A (2008) Marketing Sustainability: Use of information sources and degrees of voluntary simplicity. Journal of Marketing Communications 14(5) 351-365.

McDonald, S., Thyne, M.A. and McMorland, L.-A., (2008) Means-End Theory in Tourism Research. Annals of Tourism Research. 35(2) 596-599.

McDonald, S., Oates, C.J., Young, C.W. and Hwang, K. (2006) Towards Sustainable Consumption: Researching Voluntary Simplifiers, Psychology and Marketing 23(6) 515-534.

Oates, C.J., and McDonald, S. (2006) Recycling and the Domestic Division of Labour: Is green pink or blue? Sociology 40(3) 417-433.

McDonald, S., and Oates, C.J. (2006) Sustainability: Consumer Perceptions and Marketing Strategies, Business Strategy and the Environment Special Issue on Marketing Sustainability 15(3) 157-170.

McDonald, S. (2005) Studying Actions in Context: A qualitative shadowing method for organisational research, Qualitative Research 5(4) 455-473.