Dr Elaine Ritch is a Reader in Fashion, Marketing and Sustainability at Glasgow Caledonian University. Elaine has presented her research at international conferences and has published in international journals and contributed to numerous book chapters. Her research spans a fashion – marketing – consumer behaviour - sustainability lexicon and she has adopted novel methodologies to explore consumer perceptions, including photo elicitation with young children as they reflect on Eco-School activities and a World Café approach.

Elaine is a Fellow of the Higher Education Academy and leads the research group ‘Consumer Lifestyles and Experiences’. Her approach to research and teaching is very much driven by the ‘Common Weal’ (Scots for Common Good) and the United Nations Sustainable Development Goals. Elaine has more recently written about the false economy of the fast-fashion industry in Fast fashion: what are the true costs? for the Economics Observatory and has co-edited five academic textbooks: “New Perspectives in Critical Marketing and Consumer Society’” (Ritch and McColl, 2021), “Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation”, (Ritch, Canning and McColl, 2023). “Fashion for the Common Good” (Cantista, Ritch, Shearer, Pérez-Bou and Khar, 2024), “New Perspectives in Critical Marketing and Consumer Society: A Contemporary Essay Collection” (Ritch, Brown, McColl and Shields, 2024) and (Ritch, Morozova, Jiang and Khatri, 2025).