Professor Jeffery Bray
- Professor in Consumer Behaviour
- Dorset House D138, Talbot Campus, Fern Barrow, Poole, BH12 5BB
Biography
Dr Jeff Bray is a Consumer Behaviour researcher, thought leader and educator focused on the societal challenges of sustainable consumption both from an environmental perspective and a personal (health) perspective. He leads Bournemouth Universities Consumer Insights Research Theme.
Jeff’s intellectual contribution is interdisciplinary and focuses on applications of consumer theory to a variety of contexts. Recent funded research and publications have examined consumer decision making with respect to food choice, and the health and sustainability impact that might be achieved through influencing these choices. This work has been funded by EU project FoodSMART (grant 643999) and British Council project Veg+ (grant 332207684). In 2022 Jeff won, as coordinator, EU project FoodMAPP (grant 101086115) working with a consortium across Europe developing short food supply chain solutions.
Outside of the university he is active in promoting our societies young people. He serves as Governor of two large local schools... He is keen to supervise Doctoral students in the areas Consumer Behaviour, Food Choice and Ethical Consumption.
moreResearch
Jeff's research and thought leadership all focuses on Consumer Decision Making and Behaviour. In recent years his research has been concentrated on Food Consumption and Supply Practices seeking to influence practices toward greater Food Security and more healthier eating habits.
This work has been supported by numerous funding grants from both industry (including UK supermarket chain Waitrose and consumer group Which?) and research funders (including the British Council, project Veg+ and the European Union, FoodSMART and FoodMAPP).
Recently, Jeff was awarded, as coordinator, the EU Staff Exchange project FoodMAPP. This project, in the UK is supported by the UKRI EPSRC. The consortium of 7 European partners spanning both industry and academia will develop platforms to promote local food supply transparency, supporting food security and regional economic development.
Jeff supervises doctoral students in the areas of Marketing, Consumer Behaviour, Retailing and Food Marketing.
Favourites
- Holmes, G., Osei, M., Bray, J. and Discetti, R., 2025. Why dairy farmers leave the industry: The role of control, autonomy, and self-efficacy. Journal of Rural Studies, 116.
- Lacey, J., Bray, J. and Hartwell, H., 2025. Influencing factors towards consumer acceptance of millet as a food source. International Journal of Gastronomy and Food Science.
- Van Parys, E., Bray, J., Rahmani, D., Michaud, M., Ronge, B., Tarsci, A., Lesic, V., Gellynck, X., Schouleten, J. and De Steur, H., 2025. Online Grocery Shopping in Europe: consumer research on the role of innovation and local food perceptions. British Food Journal.
- Liang, Y., Chen, S., Abeyskera, R., O'Sullivan, H., Bray, J. and Keevill-Savage, I., 2024. Examining the adoption of technology-enhanced learning in universities and its effects on student performance, satisfaction, and motivation. Computers and Education Open, 7.
- Guy, D.J., Bray, J. and Appleton, K.M., 2024. Select dietary changes towards sustainability: Impacts on dietary profiles, environmental footprint, and cost. Appetite, 194.
- Hartwell, H., Bray, J., Lavrushkina, N., Lacey, J., Rodrigues, V.M., Fernandes, A.C., Bernardo, G.L., Martinelli, S.S., Cavalli, S.B. and Proença, R.P.D.C., 2024. Identifying key factors that encourage vegetable intake by young adults: using the health belief model. British Food Journal, 126 (1), 453-470.
- Ashraf, S., Williams, A.M. and Bray, J., 2023. Female Muslim identity and modest clothing consumption in the UK. Journal of Islamic Marketing, 14 (9), 2306-2322.
- Takeda, S., Secchi, D. and Bray, J., 2022. Ethics-related value acculturation: the case of Thai employees working at UK and Japanese MNCs in Thailand. Cross Cultural and Strategic Management, 29 (4), 846-869.
- Bernardo, G.L., Bray, J., Hartwell, H. et al., 2021. Association of personal characteristics and cooking skills with vegetable consumption frequency among university students. Appetite, 166.
- Bray, J., Hartwell, H., Appleton, K. and Price, S., 2021. Consumer communication when eating out of home: the role of technology. British Food Journal, 123 (1), 373-386.
- Bray, J., De Silva Kanakaratne, M., Dragouni, M. and Douglas, J., 2021. Thinking inside the box: An empirical exploration of subscription retailing. Journal of Retailing and Consumer Services, 58.
- Hartwell, H., Bray, J., Lavrushkina, N., Rodrigues, V., Saulais, L., Giboreau, A., Perez-Cueto, F.J.A., Monteleone, E., Depezay, L. and Appleton, K.M., 2020. Increasing vegetable consumption out-of-home: VeggiEAT and Veg+projects. Nutrition Bulletin, 45 (4), 424-431.
- De Silva Kanakaratne, M., Bray, J. and Robson, J., 2020. The influence of national culture and industry structure on grocery retail customer loyalty. Journal of Retailing and Consumer Services, 54.
- Appleton, K., Bray, J., Price, S., Liebchen, G., Jiang, N. and Hartwell, H., 2019. A SMART PHONE APP FOR THE PROVISION OF PERSONALISED FOOD-BASED INFORMATION IN AN EATING-OUT SITUATION: DEVELOPMENT AND INITIAL EVALUATION. JMIR Formative Research.
- Appleton, K.M. et al., 2019. A mobile phone app for the provision of personalized food-based information in an eating-out situation: Development and initial evaluation. Journal of Medical Internet Research, 21 (11).
- Bray, J., Hartwell, H., Price, S., Viglia, G., Kapuściński, G., Appleton, K., Saulais, L., Perez-Cueto, F.J.A. and Mavridis, I., 2019. Food information presentation: consumer preferences when eating out. British Food Journal, 121 (8), 1744-1762.
- Rodrigues, V.M., Bray, J., Fernandes, A.C., Bernardo, G.L., Hartwell, H., Martinelli, S.S., Uggioni, P.L., Cavalli, S.B. and da Costa Proença, R.P., 2019. Vegetable consumption and factors associated with increased intake among college students: A scoping review of the last 10 years. Nutrients, 11 (7).
- Hartwell, H., Appleton, K.M., Bray, J., Price, S., Mavridis, I., Giboreau, A., Perez-Cueto, F.J.A. and Ronge, M., 2019. Shaping smarter consumer food choices: The FoodSMART project. Nutrition Bulletin, 44 (2), 138-144.
- Price, S., Bray, J. and Brown, L., 2017. Enabling healthy food choices in the workplace: The Canteen operators' perspective. International Journal of Workplace Health Management, 10 (4), 318-331.
- Bray, J.P., Johns, N. and Kilburn, D., 2011. An Exploratory Study into the Factors Impeding Ethical Consumption. Journal of Business Ethics, 98 (4), 597-608.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:
Responsible consumption and production
"Ensure sustainable consumption and production patterns"
