Professor Diane Martin

Professor in Marketing

J.E. Cairnes School of Business and Economics, University of Galway

Sustainability; Sustainable Tourism; Responsible Tech; Consumer Culture Theory  

white clouds and blue skies
Prof Diane Martin

Diane is an internationally known expert in sustainable marketing and researches relationships between consumers, communities and culture using ethnographic research methods. She examines relationships between consumers, communities and culture. Her previous work as a small-business owner has prompted her to study entrepreneurship and market creation. Most recently, Diane’s lifelong passion for the natural environment and the Earth’s wild places has led her to reexamine marketing in the context of the urgent need for sustainable practices in both business and consumer behavior.

In her textbook, Sustainable Marketing, Diane brings her keen sense for the power of marketing to the problem of how to remain competitive while restoring the Earth’s natural capital and creating greater wellbeing for a global population.

Diane's work contributes to these SDGs

SDG 1,2,3,4,5,6,8,9,10,11,12,13,14,17

Diane has published extensively on topics including sustainable consumption, digital inclusion, marine pollution and business ethics

Key Target: 12.4 - Responsible management of chemicals and waste

Diane’s research has included 5 years of co-design research with older adults looking at ways to promote digital inclusion and safety online.

Bonus Change project, Helsinki The aim of the CHANGE project was to reduce to a minimum the supply of toxic compounds from antifouling paints used on leisure boats in the Baltic Sea. Attaining this goal is incumbent on changing antifouling practices of leisure boaters toward more sustainable consumption of antifouling products and techniques

SDG 12


Sustainable Marketing reexamines marketing through the lens of sustainability. This book is designed to fill a need for upper level undergraduate or first year graduate student teaching materials which supplants traditional marketing principles. Familiar marketing topics including marketing strategy, communication, consumer behavior, products and services and marketing research are examined with the triple bottom line framework and make a business case for sustainability. While designed for use in higher education, this book provides useful insights and pathways towards sustainability for marketing and management professionals.

Focused on Target: 4.7 Education for sustainable development and global citizenship; 8.1 Sustainable economic growth; 8.2 Diversify, innovate and upgrade for economic productivity; 5.5 Ensure full participation in leadership and decision-making; 8.4 Improve resource efficiency in consumption and production

green leafly cover of book sustainable marketing


Our proposed research included a plan to facilitate networks, i.e., on-site meetings with boat owners, local meetings with boat owners, boat organizations, antifouling service companies and competent authorities. These gatherings were instrumental in the re-design of our communication: Our initial plan to develop a website and online information was replaced with two books (see below) which were deemed more useful by multiple stakeholders than online  options. Findings from each disciplinary research effort informed this content in the books.

Our two books, BONUS CHANGE Recommendations towards Regulations for Sustainable Antifouling practices in the Baltic Sea and Changing leisure boat antifouling practices in the Baltic Sea: Results from the BONUS CHANGE project, were designed to make scientific results accessible and applicable to public policy makers and other stakeholders.    

The consumer behavior research in particular offered ways to create incentives for change in the form of identifying collective values and opportunities for boater education.  The multidisciplinary outcomes of the Baltic Sea toxic paint project demonstrate how marketing is integral to consumer education and behavior change.

Diane's consumer behavior research has also included women in the Harley-Davidson’s Harley Owners Group.

landscape photography of waves and clouds

Photo by Ant Rozetsky on Unsplash

Photo by Ant Rozetsky on Unsplash

Direct impact SDG Targets

1.4 - Equal rights to ownership, basic services, technology and economic resources

1.A - Mobilize resources to implement policies to end poverty

2.3 - Double the productivity and incomes of small-scale food producers

2.4 - Sustainable food production and resilient agricultural practices

2.A - Invest in rural infrastructure, agricultural research, technology and gene banks

2.C - Ensure stable food commodity markets and timely access to information

4.4 - Increase the number of people with relevant skills for financial success

4.7 - Education for sustainable development and global citizenship

5.B - Promote empowerment of women through technology

6.5 - Implement integrated water resources management

6.6 - Protect and restore water-related ecosystems

8.1 - Sustainable economic growth

8.2 - Diversify, innovate and upgrade for economic productivity

9.A - Facilitate sustainable infrastructure development for developing countries

10.A - Special and differential treatment for developing countries

10.B - Encourage development assistance and investment in least developed countries

11.4 - Protect the world’s cultural and natural heritage

11.C - Support least developed countries in sustainable and resilient building

12.2 - Sustainable management and use of natural resources

12.4 - Responsible management of chemicals and waste

12.A - Support developing countries' scientific and technological capacity for sustainable consumption and production

14.1 - Reduce marine pollution

14.2 - Protect and restore ecosystems

14.5 - Conserve coastal and marine areas

14.A - Increase scientific knowledge, research and technology for ocean health

14.C - Implement and enforce international sea law

17.6 - Knowledge sharing and cooperation for access to science, technology and innovation

17.7 - Promote sustainable technologies to developing countries

17.8 - Strengthen the science, technology and innovation capacity for least developed countries

17.9 - Enhance SDG capacity in developing countries

Indirect SDG Targets

1.B - Create pro-poor and gender-sensitive policy frameworks

2.1 - Universal access to safe and nutritious food

3.5 - Prevent and treat substance abuse

3.A - Implement the WHO Framework Convention on tobacco control

5.1 - End discrimination against women and girls

5.5 - Ensure full participation in leadership and decision-making

6.3 - Improve water quality, wastewater treatment and safe reuse

6.B - Support local engagement in water and sanitation management

8.4 - Improve resource efficiency in consumption and production

8.9 - Promote beneficial and sustainable tourism

9.2 - Promote inclusive and sustainable industrialization

9.4 - Upgrade all industries and infrastructures for sustainability

10.3 - Ensure equal opportunities and end discrimination

12.B - Develop and implement tools to monitor sustainable tourism

13.2 - Integrate climate change measures into policies and planning

14.4 - Sustainable fishing

14.7 - Increase the economic benefits from sustainable use of marine resources

17.3 - Mobilize financial resources for developing countries

SDG wheel

Diane is frequently an invited distinguished speaker at conferences, for example “Imagining A More Inclusive Post-Pandemic World: The Role of Marketing and Public Policy Research”, Marketing and Public Policy Conference, Austin, Texas.

Diane was Principal Investigator and Steering Committee member for BONUS


a city square with flowers and a clock tower in the background

Photo by Daniel Zbroja on Unsplash

Photo by Daniel Zbroja on Unsplash

Featured Publications



Aleti, T., Figueiredo, B., Martin, D.M. and 1 more (...) (2023). Digital Inclusion in Later Life: Older Adults’ Socialisation Processes in Learning and Using Technology. Australasian Marketing Journal,


Fitchett, J. A., Lindberg, F. and Martin, D. M. (2021) Accumulation by Symbolic Dispossession in Tourism Annals of Tourism Research 86, 103072

SDG 8.9, 9.2

Viswanathan, M., Baskentli, S., Gallage, S. and 3 more (...) (2021). A Demonstration of Symbiotic Academic-Social Enterprise in Subsistence Marketplaces: Researching and Designing Customized Sustainability Literacy Education in Tanzania. Journal of Public Policy and Marketing,40(2) 245-261

SDG 4| SDG 12| SDG 13| SDG 15

Martin, D.M. and Schouten, J., 2011. Sustainable Marketing (p. 264). Pearson Prentice Hall.

SDG 4.7, 8.1,8.2, 5.5, 8.4,

Snider, J., Hill, R.P. and Martin, D., 2003. Corporate social responsibility in the 21st century: A view from the world's most successful firms. Journal of Business Ethics, 48, pp.175-187.

SDG 4. SDG 12.4

Lindberg, F., Fitchett, J., Martin, D. (2019). Investigating sustainable tourism heterogeneity: competing orders of worth among stakeholders of a Nordic destination. Journal of Sustainable Tourism,27(8) 1277-1294

SDG 8| SDG 12

Martin, D.M., Harju, A.A., Salminen, E. and 1 more (...) (2019). More Than One Way to Float Your Boat: Product Use and Sustainability Impacts. Journal of Macromarketing,39(1) 71-87

SDG 12.4  SDG 6.2   SDG 14.2  SDG 13.2  SDG 15.3

Ferguson, S., Brace-Govan, J., Martin, D.M. (2020). Gender status bias and the marketplace. Journal of Business Research,107211-221


Westberg, K., Stavros, C., Parker, L. and 5 more (...) (2022). Promoting healthy eating in the community sport setting: a scoping review. Health Promotion International,37(1) 

SDG 3.d

Fitchett, J., Lindberg, F., Martin, D.M. (2021). Accumulation by symbolic dispossession: Tourism development in advanced capitalism. Annals of Tourism Research,86

SDG 12

Martin, D.M., Ferguson, S., Hoek, J. and 1 more (...) (2021). Gender violence: marketplace violence and symbolic violence in social movements. Journal of Marketing Management,37(1-2) 68-83

SDG 5| SDG 16

Sheahan, J., Hjorth, L., Figueiredo, B. and 4 more (...) (2023). Co-Creating ICT Risk Strategies with Older Australians: A Workshop Model. International Journal of Environmental Research and Public Health,20(1) 


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