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Research Themes and Scholarly Interests

My current main research interests are on mis/disinformation and it's influence on consumer attitudes and beliefs, message framing and consumer decision making, country of origin effects, religious consumption, sustainable behaviour and effect of consumer values on consumer purchase decisions. I am competent in both qualitative and quantitative research and utilise techniques such as structural equation modeling, mean-end-chain based laddering interviews in my research. 

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • Book review: Emotional Intelligence in Tourism and Hospitality, Viglia, G., Rodrigo, P. 1 Apr 2020, In: Tourism Management
  • The Vegan Revolution: Opportunities and Differences Across Countries, Derqui, B., Guterman, H., Ghaffari, M., Rodrigo, P. 2020, The Vegan Revolution: Opportunities and Differences Across Countries
  • 'What is this song? The reflections on the diffusion of innovation of digital services and the user experience involving AI', Lui, M., de Oliveira, M., Tarraco, E., Bernardes, R., Rodrigo, P., Ponchio, M., Borini, F. 18 Aug 2020, 2020 AMA Summer Academic Conference
  • An investigation of the effect of product and individual based motivations on consumers’ willingness to adopt a vegan diet and vegan lifestyle, Ghaffari, M., Rodrigo, P., Ekinci, Y., Pino, G. 4 Jul 2019, 52nd Academy of Marketing Conference
  • An investigation of the role of religiosity and religious values on hotel guests’ pro-environmental behaviour, Rodrigo, P., Turnbull, S., Dey, B. 11 Jul 2019, 9th Advances in Hospitality Tourism Marketing and Management Conference
  • Exploring doctoral students' expectations of work-based skills training, Candy, J., Rodrigo, P., Turnbull, S. 12 Aug 2019, In: Higher Education, Skills and Work-based Learning
  • Halal holidays: How is value perceived by Muslim tourists?, Rodrigo, P., Turnbull, S. 1 Sep 2019, In: International Journal of Tourism Research
  • In search of Nirvana:: An exploration of cognitive value structures behind Buddhist pilgrims’ consumption of Dambadiva pilgrimage, Rodrigo, P., Turnbull, S., Ghaffari, M. 2 Jul 2019, 52nd Academy of Marketing Conference
  • The determinants of foreign product preference amongst elite consumers in an emerging market, Rodrigo, P., Khan, H., Ekinci, Y. 1 Jan 2019, In: Journal of Retailing and Consumer Services
  • Exploring motivations for adopting plant-based diet: the mean-end chain approach, Ghaffari, M., Rodrigo, P., Ekinci, Y. 2 Jul 2018, 51st Academy of Marketing Conference


  • Marketing PhD July 24 2014
  • Marketing MSc March 04 2010
  • Business andManagement Studies BA (Hons) March 05 2009
  • Chartered Marketer Cmktr 2020

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