Associate ProfessorAndrea Vocino

Andrea’s research is primarily situated in consumer behaviour and decision-making, with a particular focus on how consumers acquire, interpret, and act on information across traditional, digital, platform-mediated, and AI-enabled markets. His work examines how these processes shape consumer responses to brands, technologies, sustainability claims, ethical signals, and digitally mediated experiences.

His research is organised around two major streams: Technology Marketing and Sustainable / CSR Marketing.

Technology Marketing

Andrea’s Technology Marketing stream examines how digital platforms, AI-enabled systems, immersive technologies, and data-driven environments reshape consumer behaviour, brand authenticity, customer experience, and marketing knowledge.

This stream builds on his earlier research on marketing channels, the World Wide Web, online panels, digital response behaviour, and QR-delivered content. It extends into more recent work on social media, omnichannel authenticity, phygital customer experience, NFTs, digital twins, luxury markets, digital resale, and AI-enabled cultural and creative industries.

A central concern in this stream is how consumers evaluate authenticity, trust, value, and identity in digitally mediated environments. Andrea’s work examines how brand experiences move across physical and digital touchpoints, how consumers respond to platform-mediated interactions, and how AI-enabled systems function as information intermediaries and decision-making environments.

Current and recent topics in this stream include AI in the cultural and creative industries, AI-mediated consumer-brand interactions, omnichannel authenticity, phygital luxury experiences, NFTs and digital twins, digital luxury resale, platform-mediated consumption, and customer analytics.

Andrea’s methodological work is also closely connected to this stream. He uses advanced quantitative and computational approaches, including structural equation modelling, Bayesian modelling, experimental design, bibliometric analysis, online panel research, response-time analysis, and computational text analysis, to examine how technology changes consumer behaviour and how marketing knowledge is produced in digital and AI-mediated environments.

Sustainable / CSR Marketing

Andrea’s Sustainable / CSR Marketing stream examines how consumers understand, evaluate, and respond to sustainability claims, corporate social responsibility, ethical signals, environmental marketing, and socially responsible consumption contexts.

This stream investigates how consumers interpret eco-labels, environmental claims, corporate responsibility initiatives, and sustainability-oriented marketing communication. It also examines the psychological and behavioural mechanisms underlying environmentally responsible purchase behaviour, ethical consumption, and consumer willingness to internalise environmental costs.

A key concern in this stream is the credibility of sustainability and CSR communication. Andrea’s work considers how consumers respond to marketing claims that may be difficult to verify, how ethical and moral identity shape consumption decisions, and how organisations can communicate social and environmental responsibility without undermining consumer trust.

This research includes work on sustainable consumption, environmental marketing, green marketing communication, corporate social responsibility, consumer ethics, moral identity, transformative marketing, community disaster resilience, and sustainable resource management.

Findings from this stream have been cited as policy-supporting evidence in the IPCC Sixth Assessment Report, a UK Government report on energy labelling, UNCTAD analysis of voluntary sustainability standards, and the IPBES Business and Biodiversity Assessment. Scopus records 32 policy citations of Andrea's work across climate, trade, and biodiversity governance.

Across both streams, Andrea’s research is concerned with how consumers interpret market information, how organisations communicate value and responsibility, and how marketing can respond to technological, social, and environmental change.