PhD Studentship: Ethnocentrism, Deglobalisation, and Sustainable Consumption—Message Framing Effects Across Cultural Contexts Loughborough University in United Kingdom

[Fully funded studentship for 3 years, tax-free stipend of £20,780 per annum plus university tuition fees.]

This fully funded PhD studentship at Loughborough University explores the intersection of ethnocentrism, deglobalisation, and sustainable consumption, focusing on how message framing influences environmentally responsible behaviours across cultural contexts. As globalisation recedes and local identities strengthen, understanding how these trends affect sustainability efforts is crucial for policymakers, businesses, and environmental organisations. The project investigates how ethnocentrism shapes consumer responses to sustainability messages, employing theories of social identity, altruism, and message framing to analyse economic, ecological, normative, and local-versus-global appeals.

Research will be conducted using a mixed-methods approach, starting with qualitative interviews to uncover cultural motivations behind sustainable consumption. This will be followed by controlled online experiments designed to test the effectiveness of different message frames in promoting sustainable behaviours. The findings aim to inform strategies for encouraging sustainability in diverse communities, making this project ideal for candidates interested in consumer behaviour, cross-cultural research, and experimental methods.

Supervision is provided by Ruby Appiah Campbell (primary supervisor) and Dr Kemefasu Ifie (secondary supervisor), offering expertise in the relevant fields. The studentship is fully funded for three years, including a tax-free stipend of £20,780 per annum and coverage of university tuition fees. Applicants must hold at least a 2:1 honours degree (or equivalent international qualification) and a UK master's degree with an average mark of no less than 65%, or international equivalent. Minimum English language requirements apply.

To apply, candidates should prepare a research proposal (2500–3000 words including references), share it with the supervisors for feedback, and submit their application online via the university's portal. Required documents include the research proposal, academic transcripts/certificates, English language certificate, and contact details of two academic referees (one from the most recent degree). Please quote project reference number LB26-RAC/KI. The application deadline is 27 February 2026.

This opportunity is suited for those passionate about sustainability, consumer psychology, and cross-cultural research, offering a supportive academic environment and comprehensive funding at Loughborough University in the United Kingdom.