Jeffery Bray

Professor Jeffery Bray

  • Professor in Consumer Behaviour
  • Dorset House D138, Talbot Campus, Fern Barrow, Poole, BH12 5BB
UN SDGs:
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Biography

Dr Jeff Bray is a Consumer Behaviour and Food Security researcher, thought leader and educator focused on the societal challenge of sustainable consumption both from an environmental and health perspective. He leads Bournemouth University’s Consumer Insights Research Theme mentoring early career researchers. He has received research funding 20 times (12 as PI) from a wide range of academic (including EU Horizon Europe, ESRC, British Council, FAPESC) and industry (including Waitrose, Which?) bodies. Recent funded research includes EU project FoodSMART (grant 643999), British Council project Veg+ (grant 332207684), and the ongoing EU project FoodMAPP (grant 101086115), won as coordinator, working with a consortium across Europe developing short food supply chain solutions. This project is being leveraged to support early career researchers through funded interdisciplinary secondments with partners. His work has generated 24 Scopus indexed publications including 3* ABS ranked journal papers. These outputs have generated over 1,000 Scopus indexed citations...

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Research

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.

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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"

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Climate action

"Take urgent action to combat climate change and its impacts"

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Journal Articles

Chapters

  • Bray, J., 2015. Ethical Consumption. In: Goworek, H., McGoldrick, P., eds. Retail Marketing and Management. Pearson.
  • Pring, M., Beer, S., Hartwell, H., Bray, J., 2015. Local foods: Marketing and the destination. Routledge Handbook of Sustainable Food and Gastronomy. 307-314.

Conferences

  • Deborah, T., Elvira, B., Bray, J., 2025. From rap to TV scripts, from farming to funerals: Exploring Personalised Assessment: Rethinking Submission Formats in an MBA Unit. In: Fusion Learning Conference 07/07/2025 Bournemouth University.
  • Memery, J., Bray, J., Michaud, M., Le Moal, F., Van Parys, E., De Steur, H., Rahmani, D., Lešić, V., Tarcsi, Á., Ronge, B., 2024. Connecting consumers with local produce: Insights for a local food provisioning app. In: International Food Marketing Research Symposium (IFMRS) 18/06/2024 Tromso, Norway. Yes, 111-112.
  • Ezenwa, A., Rajaprakasam, P., Ede, O., Bray, J., Hartwell, H., 2024. Exploration of Short Food Supply Chain Practices, Challenges, and Opportunities: A Case Study of Local Farm Markets in Dorset County, England. In: 28th Annual Chartered Institute of Logistics and Transport UK and Logistics Research Network Conference 04/09/2024 Technological University Dublin, Ireland..
  • Ezenwa, A., Rajaprakasam, P., Ede, O., Bray, J., Hartwell, H., 2024. Advancing Sustainable Food Systems: A Systematic Literature Review of the Roles of Short Food Supply Chains. In: 28th Annual Chartered Institute of Logistics and Transport UK and Logistics Research Network Conference 04/09/2024 Technological University Dublin, Ireland..
  • Michaud, M., Le Moal, F., Van Parys, E., De Steur, H., Bray, J., Rahmani, D., Lešić, V., Tarcsi, Á., Ronge, B., 2024. The FoodMapp project: exploring possibilities of promoting local food distribution and provision through digital tools. In: European Sociological Association 27/08/2024 Porto.
  • Michaud, M., Le Moal, F., Van Parys, E., De Steur, H., Bray, J., Rahmani, D., Lešić, V., Tarcsi, Á., Ronge, B., 2024. Exploring the potential of digital tools to foster short supply chain: a mixed-methods international study. In: International Conference on Culinary Arts and Sciences 17/06/2024 Kristianstad.
  • Guy, D., Bray, J., Appleton, K., 2023. The effects of dietary changes towards sustainability on dietary profiles, environmental footprint, and dietary cost. In: British Feeding and Drinking Group 12/04/2023 Leeds.
  • Hartwell, H., Bray, J., De Silva Kanakaratne, M., 2022. Ensuring food and nutrition security for everyone. In: Seeing differently: Exploring how creativity can help find new solutions to societal challenges. Nineteenth International Research Colloquium on Arts, Heritage, Nonprofit and Social Marketing 09/09/2022 Oxford.
  • Bray, J., Hartwell, H., Appleton, K., Lacey, J., 2022. Food insecurities during the Covid-19 pandemic in the UK and consumption adaptation. In: International Conference on Culinary Arts and Sciences 02/06/2022 Lyon, France.
  • Bray, J., 2020. Invited Keynote. Industry Expert Consumer and Retail. Retail Future Trends and Exporting Opportunities. In: Exporting Excellence 2020 by the Department for International Trade 21/10/2020 London.
  • Bray, J., 2020. FoodPINNER Project Concept. In: Food2030 Transforming Food Systems 15/10/2020 Brussels (online).
  • Bray, J., 2020. FoodPINNER Project Concept. In: Euroquality - Farm to Fork - Reduce Food Waste and Foster Sustainable, Healthy Diets 09/10/2020 Brussels (online).
  • Bray, J., Hartwell, H., 2020. EuroScience Open Forum. In: Euroscience Open Forum 02/09/2020 Triest.
  • Takeda, S., Run-Grueger, Y., Bray, J., 2020. The Impact of International Labour Standards Enforcement Initiatives: The Case of the Cambodian Garment Industry. In: BAM 2020: British Academy of Management 34th Annual Conference 02/09/2020 Virtual.
  • Kanakaratne, M.D.S., Bray, J., Robson, J., 2019. The Impact of National Culture and Industry Structure on Grocery Retail Customer Loyalty: A Comparative Study of the United Kingdom and Sri Lanka. In: Recent Advances in Retailing and Consumer Science Conference 08/07/2019 Tallinn Estonia.
  • Kanakaratne, M.D.S., Bray, J., Robson, J., 2018. Exploring The Influence Of National Culture And Industry Structure On Grocery Retail Customer Loyalty. In: Colloquium on European Research in Retailing 11/07/2018 University of Surrey.
  • Appleton, K.M., Bray, J., Mavridis, I., Giboreau, A., Perez-Cueto, F.J.A., Ronge, M., Hartwell, H., 2018. FoodSMART: A mobile phone application to provide personalised information on the foods available in an eating out situation. PROCEEDINGS OF THE NUTRITION SOCIETY, 77 (OCE3), E115.
  • Price, S., Mello Rodrigues, V., Bray, J., Perez-Cueto, A., Giboreau, A., Mavridis, I., Hartwell, H., 2017. FoodSMART: Think Smart, Eat Smarter. In: The Visitor Economy Strategies and Innovations 04/09/2017 Bournemouth University.
  • Price, S., Mello Rodrigues, V., Bray, J., Perez-Cueto, A., Giboreau, A., Mavridis, I., Hartwell, H., 2017. A Critical Evaluation of the Current and Future Role of Technology in Eating out Food Choice. In: Inernational Conference on Culinary Arts and Science 06/07/2017 Copenhagen.
  • Main, E., Kapuscinski, G., Bray, J., 2017. Women's unworn clothing - the causes and attitudes. In: European Association ofr the Education and Research in Commercial Distribution 04/07/2017 Dublin.
  • Bray, J., Memery, J., Johns, N., 2017. Rethinking ethical decision-making: revealing the ‘ethical red line’ and ‘ethical clouding’ in consumer clothing purchases. In: European Association for the Education and Research in Commercial Distribution 04/07/2017 Dublin.
  • Price, S., Appleton, K., Bray, J., Giboreau, A., Perez-Cueto, F.J.A., Mavridis, I., Ronge, M., Hartwell, H., 2016. Important information for the selection of workplace canteen meals: A consumer segmentation. In: Nutrition Society 11/07/2016 Dublin.
  • Kanakaratne, M.D.S., Bray, J., McIntyre, C., 2016. The Impact of cultural and structural differences on grocery retail consumer loyalty and their implications on grocery retail loyalty programme design: A cross-cultural study of the United Kingdom and Sri Lanka. In: Bournemouth University Annual Postgraduate Research Conference 09/03/2016 Bournemouth University.
  • Price, S., Appleton, K.M., Bray, J., Giboreau, A., Perez-Cueto, F.J.A., Mavridis, I., Ronge, M., Hartwell, H., 2016. Reasons for consuming in a workplace canteen, factors affecting meal choice, and the perceived value of additional information on workplace canteen meals. PROCEEDINGS OF THE NUTRITION SOCIETY, 75 (OCE3), E225.
  • Price, S., Appleton, K.M., Bray, J., Giboreau, A., Perez-Cueto, F.J.A., Mavridis, I., Ronge, M., Hartwell, H., 2016. Important information for the selection of workplace canteen meals: A consumer segmentation study. PROCEEDINGS OF THE NUTRITION SOCIETY, 75 (OCE3), E134.
  • Bray, J., 2015. New Consumer Insights. In: Festival of Learning 11/06/2014 Bournemouth.
  • Kanakaratne, M.D.S., Bray, J., McIntyre, C., 2015. The Impact of cultural and structural differences on grocery retail consumer loyalty and their implications on grocery retail loyalty programme design: A cross-cultural study of the United Kingdom and Sri Lanka. In: 1st Academy of Marketing Consumer Research SIG PhD Colloquium 27/04/2015 University of Chester.
  • Bray, J., 2015. Grocery Sector Service Changes. In: Waitrose Service Champions Conference 26/03/2015 Bracknell, UK.
  • McIntyre, C., Bray, J., Laver, L., 2014. The use of Mobile Eye-tracking in Evaluating Retail Store Design. In: 2nd INTERNATIONAL COLLOQUIUM ON DESIGN, BRANDING AND MARKETING BM) 09/12/2014 Nottingham Trent University.
  • Bray, J., Bray, J., 2014. Towards an Understanding of Ethical Consumer Decision Making. In: The European Institute of Retailing and Services Studies 07/07/2014 Bucharest.
  • Bray, J., 2014. Towards an Understanding of Ethical Consumer Decision Making. In: 5th Annual IFT-BU E-conference. Tourism and Retail Shopping 10/04/2014 Bournemouth.
  • Bray, J.P., 2009. An Exploratory Study into the Factors Impeding Ethical Consumerism. In: European Association for the Education and Research in Commercial Distribution Annual Conference 15/07/2009 Guilford, UK.
  • Bray, J.P., 2009. Ethical Dimensions in Clothing Purchase. In: First Annual Ethics in Everyday Life Conference 17/03/2009 Salzburg.
  • Bray, J.P., Moital, M., 2009. Assessment Feedback using Comment Banks: New Methods. In: Education Enhancement Conference 2009 21/05/2009 Bournemouth University.
  • Bray, J.P., Berger, D., 2008. Retail Innovation - The never-ending road to success? A critical analysis of pitfalls and opportunities. In: Timmermans, H., eds. European Institute of Retailing and Services Studies Annual Conference 14/07/2008 Zagreb. European Institute of Retailing and Services Studies.
  • Bray, J.P., 2008. Ethics in Fashion Purchasing Behaviour: A Conceptual Framework. In: The European Institute of Retail and Services Studies 15th International Conference on Recent Advances in Retailing and Services Science 14/07/2008 Zagreb, Croatia.
  • Bray, J.P., 2007. Pod-Casting to Enrich Teaching Practice. In: Learning and Teaching Conference 15/05/2007 Bournemouth, England.
  • Bray, J.P., 2006. Assessment Feedback Using Comment Banks: A Useful Approach? In: Bournemouth University ‘Releasing Potential’ Conference 16/05/2006 Bournemouth.
  • Bray, J.P., Chambers, C., Kavanagh, E.J., 2006. Pod-casting: Reflections on a Year of Practice. In: Bournemouth University Learning and Teaching Conference 16/05/2006 Bournemouth, England.
  • Bray, J.P., Harris, C., 2006. Price Endings and Consumer Responses. In: European Association of Education and Research in Commercial Distribution, Social and Experiential Retailing : 9th International Conference on Retailing and Commercial Distribution Teaching and Research Issues 27/06/2006 Brunel University, England.
  • Bray, J.P., 2005. Get Back to Basics? What are the Basics and How do we get Back to them? In: The Retail Forum 22/06/2005 Oriana (Ship sailing from Southampton).
  • Bray, J.P., 2005. The Importance of Trust in the Relationships Retailers Hold with their Consumers. In: The Retail Forum 22/06/2005 Oriana (Ship sailing from Southampton).
  • Bray, J.P., 2005. Location Location Location - Current Issues within Retailing? In: The Retail Forum 22/06/2005 Oriana (Ship sailing from Southampton).
  • Bray, J.P., 2005. Exploring the Relationship Between Price Vs. Quality and Alternative Methods of Promoting Without Devaluing your Product. In: Marketing Week: International Point of Purchase and Brand Experiences Conference 28/09/2005 Waldorf Hilton, London.
  • Bray, J., kilburn, D.. Fellowships for Fusion. In: Fusion in Action: Knowledge exchange with students, society 18/04/2012 Bournemouth, UK.
  • Bray, J.. The role of ethics is consumer decision making. In: EIRASS 09/07/2012 Vienna, Austria.

Reports

Internet Publications

Theses

Others

PhD Students

  • Danielle Guy. Healthy Sustainable Eating: What is it and how do we encourage it?, (In progress)
  • Joanna Stanislawek. Machine learning within business and how visualization can increase its value, (In progress)
  • Herschel Pandit. Consumer perceptions on luxury products: An exploratory study of Indian millennials, (In progress)
  • Jodie Lacey. Influencing factors towards consumer acceptance of millet as a food source in the United Kingdom., (In progress)
  • Ahmed Adel Al Bandary. A study of food safety culture in Saudi Arabia focusing on optimistic bias., (In progress)
  • Amy Tucker. A Critical Evaluation into the Role of Ethics in Purchase Decisions of 'Usually Ethical Products': the Case of the UK Retail Tea Sector, (In progress)
  • Shuyu Wan. The effects of consumer ethnocentrism, xenocentrism, cosmopolitanism and materialism on brand preferences among Chinese high-income consumers, (In progress)
  • Maheshan De Silva Kanakaratne, 2018. Loyalty programmes in the grocery sector, (Completed)
  • Sally Wolfenden, 2021. Entrepreneurial Marketing Orientation, (Completed)

Profile of Teaching PG

  • Retail Marketing and Consumer Behaviour
  • Domestic and International Retailing Principles and Practice
  • Marketing and Consumer Behaviour, Marketing for Retail, Final Year Consultancy Project, Dissertation
  • Sustainablity and Social Marketing

Profile of Teaching UG

  • Consumer Experience and Behaviour
  • Services Marketing
  • International Retailing
  • Global Business Environment

Grants

  • Health Innovation Fund (National Institute of Health Research (NIHR), 01 Oct 2023). Awarded
  • FoodMAPP (EU MSCA Staff Exchange - Project 101086115 — FoodMAPP, 01 Mar 2023). Awarded
  • FoodMAPP - EU funding guarentee (Engineering and Physical Sciences Research Council, 01 Mar 2023). Awarded
  • FoodPINNER (South West Region Universities, 01 Jul 2020). Awarded
  • FoodPINNER (Bournemouth University, 01 Jun 2020). Awarded
  • Veg+ (British Council, 01 Apr 2018). Awarded
  • Shampoo Marketing Analysis (Which?, 01 Jan 2016). Awarded
  • FoodSMART (EU, 01 Jan 2015). Awarded
  • FoodSMART (EU, 01 Jan 2015). Awarded
  • Personal Design and Manufacture through 3D printing - PhD Studentship (China Outsourcing International, 01 Sep 2014). Awarded
  • Hall & Woodhouse CPD programme (Hall & Woodhouse, 01 Sep 2014). Awarded
  • Hall & Woodhouse CPD programme (Hall & Woodhouse, 01 Sep 2014). Awarded
  • Retailer web-site eyetracking (Which?, 01 May 2014). Completed
  • Corinthia Hotels CPD programme (Corinthia Hotels, 01 Mar 2014). Awarded
  • Grocery Store Eyetracking (Which?, 02 Feb 2014). Awarded
  • Waitrose Fellowship 2 (Waitrose ltd, 01 Feb 2014). Awarded
  • Waitrose Fellowship (Waitrose ltd, 01 May 2011). Awarded

External Responsibilities

  • UK Parliament Food and Health All Party Parliamentary Group, Advisor (2023)
  • Stirling University, External Examiner (2020-2025)
  • Resource Development International, External Examiner (2012-2017)
  • Magna Carta College Oxford, External Examiner (2011-2016)
  • University Campus Suffolk, External Examiner MBA (2008-2012)

Qualifications

  • PhD in Consumer Behaviour (Bournemouth University, 2012)
  • PG Cert in Higher Education (Bournemouth University, 2008)
  • MBA in Retailing (University of Stirling, 2007)
  • BA (Hons) in Retail Management (Bournemouth University, 2000)

Honours

  • Excellence in teaching award (Bournemouth University, 2009)

Memberships

  • Institute for Small Business and Entrepreneurship, Member,
  • Higher Education Academy, Fellow,
  • HE Academy, Member,
  • European Association for the Education and Research in Commercial Distribution, Member,
  • Skillsmart skillshop steering group., Member,
The data on this page was last updated at 22:00 on February 11, 2026.