Research
My research attempts to further my understanding of consumer diversity, at the interplay of culture, innovation, and sustainability.
I ask broad questions: How do people navigate innovative retail spaces? How do they cope with innovative assets? How do environmental issues and actions impact consumers’ behaviors and attitudes?
These questions guide and maintain the focus of my research.
Some recent publications
Godefroit-Winkel, D., Schill, M., Longo, C., and Chour, M. (2020) “Building City Identities: A Consumer Perspective,” Markets, Globalization & Development Review, 5, 2, Article 4.
Schill, M., Godefroit-Winkel, D. and Üçok-Hughes, M. (2020), “A Country of Origin Perspective on Climate Change Actions: Evidence from France, Morocco, and the United States,” Journal of International Marketing (ABS 3; CNRS 2)
Godefroit-Winkel, D. and Peñaloza, L. (2020) “Women’s Empowerment at the Moroccan Supermarket: An Ethnographic Account of Achieved Capabilities and Altered Social Relations in an Emerging Retail Servicescape,” Journal of Macromarketing, 4, 1, 492-509 (ABS 2; CNRS 3)
Schill, M., Godefroit-Winkel, D. Diallo, M. and Barbarossa, C. (2019) “Consumers’ Intentions to Purchase Smart Home Objects: Do Environmental Issues Matter?” Ecological Economics, 161, 176-185
Schill, M., Godefroit-Winkel, D. and Hogg M. (2020) “Young Children’s Consumer Agency: The Case of French Children and Recycling,” Journal of Business Research, 110, 292-305
Godefroit-Winkel, D., Schill, M. and Hogg, M. (2019) “The Interplay of Emotions and Consumption in the Relational Identity Trajectories of Grandmothers with their Grandchildren,” European Journal of Marketing, 53, 2, 164-194
Diallo, M., Diop, F., Djelassi, S. and Diop, F. (2018) “How Shopping Mall Service Quality Affects Customer Loyalty Across Developing African Countries: The Moderation of the Cultural Context,” Journal of International Marketing, 20, 10, 1-16
Godefroit-Winkel, D. (2018) “Developing Shopping Abilities to Empower: An Ethnography of Moroccan Women in Supermarkets,” Markets, Globalization and Development Review, 3, 2, 2, 1-32
