Dr Alvina Gillani
Dr. Gillani joined Surrey Business School in January 2014 following completion of a Diploma in Social Science research methods and a PhD, both from Cardiff Business School, Cardiff University. She has previously worked as a tutor and mentor in Cardiff Business School.
Her research is concerned with understanding why consumers purchase in the way they do within the context of ethical consumption, and covers three substantive areas: the attitude-behaviour gap, ethical purchase decision making and coping mechanisms.
This involves understanding consumers' attitudes, intentions and purchase behaviour specifically regarding fair trade consumption. Hence the research focuses on explicating the complexities surrounding the attitude-behaviour gap. In her Doctoral research Dr. Gillani developed a model of “reconciling demands of conscience”, which explicates consumers' ethical purchase decision-making processes. In comparison with neutralization theory, which is predicated on delinquent behaviour, her research delves into social conscience issues such as cognitive dissonance and guilt coping mechanisms within the context of ethical consumption behaviour.
She is currently researching pedagogical issues pertaining to teaching and learning and is developing a framework for module and teaching evaluation. For her research she received the Best Developmental Paper award in BAM 2014.
She is a Member of the British Academy of Management and is a committee member at the BAM Marketing and Retail SIG. Additionally, Alvina is a member of the Grounded Theory Institute, and reviews articles for the International Journal for Consumer Studies.
British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social,
and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was
confrmed to have a positive impact on fair trade purchasing behavior. Furthermore, consumer empathic concern was found
to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true
with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control efect on physical, social, and
psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers.