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Dr Ariadne Beatrice Kapetanaki
Senior Lecturer in Marketing



I joined the School for Business and Society in 2019.

My research expertise is in social marketing and particularly in the area of food and healthy eating. My research interests lie at the nexus of marketing, food, public health and policy and I work on many interdisciplinary projects. I hold a PhD in food policy and social marketing from City University London, UK, an MSc in Healthcare Management from the National and Kapodistrian University of Athens and a BSc in Marketing and Communication from the Athens University of Economics and Business. For my PhD studies I received a full scholarship from the Alexander S Onassis Public Benefit Foundation.

Prior to my current role I held senior lecturer positions at Hertfordshire Business School and New York College. Before joining academia I worked as a training and development manager in a private hospital.

I am Section Editor for BMC Public Health (section health policies, systems and management in low and middle-income countries), fellow of the Lancet Commission on Obesity, fellow of the UK Higher Education Academy (HEA) and founder member of the European Social Marketing Association (ESMA).




My research focuses on ethical and sustainable consumption; food policies that effectively prevent and tackle nutrition-related non-communicable diseases; social marketing initiatives for behaviour and social change in relation to healthy eating and alcohol consumption; upstream social marketing and critical marketing.

I have worked on research projects that investigate food policies, systems and consumption funded by the Economic and Social Research Council (ESRC), the British Academy of Management (BAM), Food Standards Agency (FSA) and Food Standards Scotland (FSS).

My recent projects focus on food consumption practices, household food waste and the circular economy, food insecurity and vulnerability, the school food environment and issues of governance and accountability within the food system. I also work on projects focusing on healthy advertising and social media impact on young people’s behaviours.

My ESRC/FSA funded project “Food Provision in Later Life” investigates older people's experiences of getting food in the UK.

As a fellow of the Lancet Commission on Obesity I am involved in research around the common drivers (and therefore common solutions) of obesity, undernutrition and climate change. Our work tackles the Global Syndemic of Obesity, Undernutrition, and Climate Change.


I am interested in supervising research students on social and critical marketing projects and in particular in the area of food. I am interested in both quantitative (eg experimental research designs) and qualitative (eg ethnography) research projects and also in projects that use practice theory to explore food consumption.


Selected publications

Makris, A., & Kapetanaki, A. (2022). Practice-based social marketing to improve well-being for people with intellectual disabilities. Journal of Marketing Management38(11-12), 1178-1202.
Dickinson, A., Wills, W., Kapetanaki, A. B., Ikioda, F., Godfrey-Smythe, A., & Halliday, S. V. (2022). Food security and food practices in later life: a new model of vulnerability. Ageing & Society42(9), 2180-2205.
Wang, P., McCarthy, B., & Kapetanaki, A. B. (2021). To be ethical or to be good? The impact of ‘Good Provider’and moral norms on food waste decisions in two countries. Global Environmental Change69, 102300.
Kapetanaki, A. B., Tzempelikos, N., & Halliday, S. V. (2021). Building relationships: Is this the answer to effective nutrition policy formulation?. Journal of Consumer Affairs55(3), 1090-1110.
McCarthy, B., Kapetanaki, A. B., & Wang, P. (2020). Completing the food waste management loop: Is there market potential for value-added surplus products (VASP)?. Journal of Cleaner Production256, 120435.
Swinburn, B. A., Kraak, V. I., Allender, S., Atkins, V. J., Baker, P. I., Bogard, J. R., ... Kapetanaki, A.B. et al.. (2019). The Global Syndemic of Obesity, Undernutrition, and Climate Change: The Lancet Commission report. The Lancet, 393(10173), 791-846.
Wills, W.J., Danesi, G., Kapetanaki, A. B., & Hamilton, L. K. (2018) The Socio‐Economic Boundaries Shaping Young People's Lunchtime Food Practices on a School Day. Children & Society, 32(3), 195-206.

School for Business and Society
University of York
Church Lane Building
York Science Park
York YO10 5ZF

+44 (0) 1904 326436
Room: CL/A/123A

Subject Group

People, Operations and Marketing

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