Dr Victoria-Sophie_O

Dr Victoria-Sophie Osburg

Senior 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.

Her research expertise refers to a range of specialised domains, including sustainability marketing, digital marketing, marketing communications and branding, as well as consumer psychology.

Dr Victoria-Sophie Osburg has also significant international teaching experience, including teaching students from all levels and various 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) and she is the Programme Director of BA (Hons) Marketing and BA (Hons) Marketing and Management in partnership with HKU SPACE, Hong Kong.


Research Interests

Dr Osburg’s research interests and current projects include:

  • Sustainability marketing

  • Ethical consumption

  • Eco-innovation adoption

  • Sustainable tourism

  • Artificial Intelligence and CSR perceptions

  • Digital marketing

  • Electronic Word-of-Mouth

  • Multisensory marketing

  • Talent attraction

Research groups

  • University of Goettingen, Germany

  • University of Bradford, UK

  • University of Essex, UK
  • Northumbria University Newcastle, UK

  • University of Sheffield, UK

  • University of Auckland, New Zealand

  • KEDGE Business School, France


Osburg, V.-S., Yoganathan, V., Bartikowski, B., Liu, H., & Strack, M. (in press). Effects of ethical certification and ethical eWoM on talent attraction. Journal of Business Ethics [Impact factor: 2.917; ABS: 3*; VHB: B]

Yoganathan, V., Osburg, V.-S., & Akhtar, P. (in press). Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands. Journal of Business Research. [Impact factor: 3.354; ABS: 3*; VHB: B]

McLeay, F., Yoganathan, V., Osburg, V.-S., & Pandit, A. (2018). Risks and drivers of hybrid car purchases. Journal of Cleaner Production, 189, 519-528. [Impact factor: 5.715; VHB: B]

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]

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 (2018)

Programmes taught on (2019)

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 

  • R. Kinway, National Identity, consumer ethnocentrism and country-of-origin (first supervisor)

  • H. M. Mahmoud, Threat appeal in anti-smoking ads: perceived believability and perceived persuasiveness from smoker’s perspective (second supervisor)

  • M. Triki, Sustainable production and consumption from an individual well-being perspective (co-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

  • Conferences: Academy of Marketing Science (AMS), American Marketing Association (AMA), and Academy of Marketing (AM) Conference submissions

  • Journal of Business Ethics: Guest Editor of the Thematic Symposium “Perspectives on ethical and sustainable luxury: Opportunities and inherent tensions”

  • Qualitative Market Research: An International Journal

  • Conferences: Co-Track Chair at the 2018 AMS World Marketing Congress; Review activities for: Academy of Marketing Science (AMS), American Marketing Association (AMA), Academy of Marketing (AM), and Global Brand Conference (GBC)

Conference reviewer for

  • Academy of Marketing Science (AMS)

  • American Marketing Association (AMA)

  • Academy of Marketing (AM)

  • Global Brand Conference (GBC)

Professional highlights

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

Invited talks

  • Guiding consumers to sustainable consumption through minimising purchase barriers: A consideration of e-tailing and traditional retailing, Regulatory Frameworks for Sustainable Consumption Conference,University of Hull, 15th May 2018.

  • Perspectives on Brands and Ethical Consumption. Leuphana University Lüneburg, Germany, 19th December 2017.

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

  • Research in Responsible Marketing: Perspectives on values and stakeholder behaviour. Northumbria University Newcastle, 11th November 2016.