Dr Victoria-Sophie_O

Dr Victoria-Sophie Osburg

Lecturer in Marketing

Faculty of Business, Law and Politics

Hull University Business School


01482 343004

Programme Director of BA (Hons) Marketing and BA (Hons) Marketing and Management in partnership with HKU SPACE, Hong Kong.

Dr Victoria-Sophie Osburg's expertise covers a range of specialised domains, including sustainability marketing, ethical consumption, marketing communications, information systems in organisational contexts, and branding strategies for brands that do good.

Dr Osburg also has significant international experience teaching students of all levels and disciplines. She currently teaches marketing, marketing communications and branding, and social and not-for-profit marketing, both at HUBS and overseas (e.g. Singapore, Hong Kong, Germany).


Research Interests

  • Sustainability marketing

  • Ethical consumption

  • Communication of green product features

  • Eco-innovation adoption

  • Sustainable tourism

  • Green purchasing barriers

  • Multisensory marketing

  • Branding strategies for brands that do good

  • Talent attraction

  • Information systems in organisational contexts

Research groups

  • University of Goettingen, Germany

  • Northumbria University Newcastle, UK

  • University of Auckland, New Zealand

  • KEDGE Business School, France


Yoganathan V, McLeay F, Osburg V-S & Hart D (in press), 'The Core Value Compass: Visually Evaluating the Goodness of Brands that Do Good', Journal of Brand Management (ABS: 2*; VHB: C).

Osburg V-S, Strack M, Conroy D M & Toporowski W (2017), 'Unveiling Ethical Product Features: The Importance of an Elaborated Information Presentation', Journal of Cleaner Production, 162, 1582-1591, doi: 10.1016/j.jclepro.2017.06.112 (Impact factor: 5.715; VHB: B).

Appelhanz S, Osburg V-S, Toporowski W & Schumann M (2016), 'Traceability System for Capturing, Processing and Providing Consumer-Relevant Information about Wood Products: System Solution and its Economic Feasibility', Journal of Cleaner Production, 110, 132-148, doi: 10.1016/j.jclepro.2015.02.034 (Impact factor: 5.715; VHB: B).

Osburg V-S (2016), 'An Empirical Investigation of the Determinants Influencing Consumers’ Planned Choices of Eco-Innovative Materials', International Journal of Innovation and Sustainable Development, 10, 339-360, (Impact factor: 1.24; VHB: C).

Osburg V-S, Strack M & Toporowski W (2016), 'Consumer Acceptance of Wood-Polymer Composites: A Conjoint Analytical Approach with a Focus on Innovative and Environmentally Concerned Consumers', Journal of Cleaner Production, 110, 180-190, doi: 10.1016/j.jclepro.2015.04.086 (Impact factor= 5.715; VHB: B).

Full list


Programmes taught on

Modules list

  • Marketing (MBA)

  • Social Marketing Practice (postgraduate)

  • Marketing (undergraduate)

  • Marketing Communications and Branding (undergraduate)

  • Social and Not-for-Profit Marketing (undergraduate)

Research PhDs

PhD students are strongly encouraged to apply, particularly those, whose proposals are closely liked to Dr Osburg’s research interests.

Current PhD supervisions 

H Nasser Ashour, Why People Do not Walk the Talk: The Case of Ethical Consumption (co-supervisor)

H M Mahmoud, Threat Appeal in Anti-Smoking Ads: Perceived Believability and Perceived Persuasiveness from Smoker’s Perspective (second supervisor)

R Kinway, National Identity, Consumer Ethnocentrism and Country-of-Origin (first supervisor)

Teaching awards and accolades

  • Fellow of the Higher Education Academy (in process)

  • Postgraduate Certificate in Academic Practice

Professional highlights

Academic qualifications

  • PhD Marketing (summa cum laude), University of Goettingen (Germany)

  • MSc Psychology (with distinction), University of Goettingen (Germany)

  • BSc Psychology, University of Goettingen (Germany)

External roles

Reviewer for

  • Journal of Cleaner Production

  • International Journal of Retail and Distribution Management

Conference reviewer for

  • Academy of Marketing Science (AMS)

  • American Marketing Association (AMA)

  • Academy of Marketing (AM)

Professional highlights

  • Mentor at the Doctoral Colloquium of the 50th Academy of Marketing Conference 2018

Invited talks

  • 'From PhD to Publishing. Presentation as a Mentor' at the Doctoral Colloquium of the 50th Academy of Marketing Conference, 3 July 2017

  • 'Research in Responsible Marketing: Perspectives on Values and Stakeholder Behaviour', Northumbria University Newcastle, 11 November 2016