Marius Claudy

Associate Professor

School Of Business



Dr. Marius Claudy is an Associate Professor of Marketing at UCD College of Business. His research is concerned with the adoption, diffusion and marketing of sustainable innovation, which he investigates in consumer as well as organizational contexts. His work has disseminated in international journals like the Journal of the Academy of Marketing Science, Journal of Public Policy and MarketingJournal of Product Innovation Management, or the Journal of Business Ethics. Marius is currently leading a multinational research project, which investigates how businesses implement ecological objectives into the development of new products and services, ultimately "creating more with less". His research is sponsored by the Product Development and Management Association (PDMA) and won the prestigious David L Wilemon Research award for best research proposal. Before Marius pursued an academic career he worked as an Economist for the Department for Work and Pensions in London, during which he conducted strategic analyses in areas of social-welfare and labor market politics as well as climate change.


Honours and Awards

Year: 2017.
Title: UCD College of Business Teaching and Leaning Award for Teaching Excellence
Year: 2017.
Title: Robert Mittelstaedt Award for Macromarketing Contributions by an Early Career Scholar
Year: 2011.
Title: David L. Wilemon Research Award
Year: 2008.
Title: Promitheas Best Paper Award


Year 2005 Institution:
Qualification: MSc Subject: University of St Andrews, International Strategy and Economics
Year 2011 Institution: Dublin Institute of Technology (DIT), IRL
Qualification: PhD Subject: Doctoral Studies
Year 2004 Institution:
Qualification: BA Subject: University of Erfurt, Political Economics



Book Chapters

Claudy, M., A. Keating & A. Prothero (2017) 'Consumption' In: Roche, B., P. O¿Connell, A. Prothero (eds). Austerity & Recovery in Ireland. Europe's Poster Child and the Great Recession. Oxford: Oxford University Press. [Details]
Claudy, M. Garcia, R. (2014) 'Sustainability and Innovation' In: Garcia, R (eds). Design and Marketing of New Products and Services. Boston, MA: CRC Press. [Details]

Peer Reviewed Journals

Rodriguez-Sanchez, C.; G. Schuitem; M. Claudy; F. Sancho-Esper (2018) 'How trust and emotions influence policy acceptance: The case of the Irish water charges'. British Journal of Social Psychology, Forthcoming . [Details]
Marshall, Donna; McCarthy, Lucy; Claudy, Marius; McGrath, Paul (2016) 'Piggy in the middle: How Direct Customer Power Impacts Socially Responsible Procurement Practices and Performance'. Journal of Business Ethics, :1-22. Available Online [DOI] [Details]
Claudy, M., M. Peterson, M. Pagell (2016) 'The Roles of Sustainability Orientation and Market Knowledge Competence in New Product Development Success'. Journal of Product Innovation Management, 33 (S1):72-85. Available Online [DOI] [Details]
Claudy, M; C. Michelsen (2016) 'Housing Market Fundamentals, Housing Quality, and Energy Consumption: Evidence from German Real Estate Markets'. Energy Journal, 37 (4). Available Online [DOI] [Details]
Marshall, D. McCarthy, L. McGrath, P. Claudy, M. (2015) 'Going above and beyond: The moderating relationship of entrepreneurial orientation on sustainability orientation and supply chain sustainability practices'. Supply Chain Management-An International Journal, 20 (4):434-454. Available Online Link to full text [Details]
Claudy, Marius, Rosanna Garcia, Aidan O'Driscoll (2014) 'Consumer resistance to innovation¿a behavioral reasoning perspective'. Journal of the Academy of Marketing Science, 43 . Available Online [DOI] [Details]
Claudy, Marius, Mark Peterson (2014) 'Understanding the Underutilization of Urban Bicycle Commuting: A Behavioral Reasoning Perspective'. Journal of Public Policy and Marketing, 33 (2). Available Online [Details]
Claudy, M., M. Peterson, A. O'Driscoll (2013) 'Understanding the Attitude-Behavior Gap for Renewable Energy Systems- Using Behavioral Reasoning Theory'. Journal of Macromarketing, 33 (4). Available Online [Details]
Claudy, M.C.; Michelsen, C.; O'Driscoll, A. (2011) 'The Diffusion of Microgeneration Technologies. Assessing the Influence of Perceived Product Characteristics on Home Owners' Willingness to Pay'. Energy Policy, 39 (3):1459-1469. [Details]
Claudy, M.C.; O'Driscoll, A.; Michelsen, C.; Mullen, M.R. (2010) 'Consumer Awareness in the Adoption of Microgeneration Technologies. An Empirical Investigation in the Republic of Ireland'. Renewable & Sustainable Energy Reviews, 14 (7):2154-2160. [Details]
Claudy, M.C.; O'Driscoll, A. (2008) 'Beyond Economics - A behavioural approach to energy efficiency in domestic buildings'. Euro-Asian Journal of Sustainable Energy Development Policy, 1 (2):27-40. [Details]

Other Journals

Michelsen,C., T. Zumbro, M. Claudy (2012) 'Von Grünen Investitionen und glühenden Landschaften: Was sind die Treiber des Heizenergieverbrauchs in Mehrfamilienhäusern. Ergebnisse auf Grundlage des ista-IWH-Energieeffizienzindex' Wirtschaft im Wandel 18 (10) :300-307. Available Online [Details]

Conference Publications

Rodriguez-Sanchez, C., Schuitema, G., Claudy, M. (2017) Trust and emotions as motivators of policy acceptance: The case of the Irish water charges International Conference of Environmental Psychology (ICEP) A Coruña, Spain, [Details]
Cassidy, R. & Claudy, M (2017) Exploring the Influence of Intrinsic and Extrinsic Brand Factors in the Adoption of Radical Innovations Summer American Marketing Academy (AMA) Conference San Francisco, USA, [Details]
Marshall, D. McCarthy, L., McGrath, P. & Claudy, M. (2016) Power and its effect on the adoption of socially responsible practices in the supply chain Production and Operations Management Society Conference [Details]
Claudy, M.; C. Rodríguez Sánchez; G.Schuitema (2016) The Role of Trust in the Acceptance of Environmental Policies European Marketing Academy (EMAC) Oslo, Norway, , 24-MAY-16 - 27-JUL-16 [Details]
Claudy, M. & M. Peterson (2015) Developing Sustainable Products: The Mediating Roles of Customer Orientation and Stakeholder Integration 40th Macromarketing Conference Chicago, Illinois, US, [Details]
Marshall, D. McCarthy, L., McGrath, P. & Claudy, M. (2015) Dependence, power the adoption of sustainable supply chain practices and performance Academy of Management Conference [Details]
Claudy, M., M. Peterson, & T. Simkins (2014) Promoting Car-Sharing in Consumer Markets 39th Macromarketing Conference London, , 02-JUL-14 - 05-JUL-14 [Details]
Claudy, M., A. Keating, A. Prothero (2015) (2015) Consumption and the Recession . In: Bill Roche and Philip O'Connell eds. Symposium / Editorial Conference: Austerity: The Irish Experience Dublin, , 19-JUN-15 - 19-JUN-15 [Details]
Claudy, M. Peterson, M. O¿Driscoll, A. (2013) Promoting cycling in urban environments. Implications for Social Marketing and Public Policy 38th Macromarketing Conference Toronto, Canada, [Details]
Wilner, S. Claudy, M. Dacko, S Garcia, R. (2013) Innovation as an Outcome of a Sustainability Orientation 42nd European Academy of Marketing Conference (EMAC) Istanbul, Turkey, [Details]
Dacko, S. Claudy, M. Garcia, R. Wilner, S. (2013) Sustainability Orientation as a Driver of Innovation within Firms XXIV ISPIM Conference Helsinki, Finnland, [Details]
Keating, A. Prothero, A. Claudy, M. (2013) Consumption and the Irish recession: Tiger tales of consumer abundance and recession Association for Consumer Research (ACR) Conference Chicago, IL, [Details]
Claudy, M.C.; Peterson, M. (2012) I like it but I won't buy it: Exploring the Attitude-Behaviour Gap for Renewable Energy Adoption 37th Macromarketing Conference Berlin, Germany, [Details]
Claudy, M. C; Peterson, M. (2011) Understanding Consumers' Attitudes towards Renewable Energies: It's in the pocket book, Stupid 36th Macromarketing Conference Williamsburg, Virgina, USA, [Details]
Claudy, M.C.; Garcia, R (2011) Categorization of Consumer Resistance to Innovative Technology 40th European Marketing Academy Conference (EMAC) Ljubljana, Slovenia, [Details]
Claudy, M.C.; Garcia, R. (2011) Consumer Resistance to Innovative Technology 9th Annual Product and Service Innovation Conference (PSI) Utah, United States, [Details]
Claudy, M.C; O'Driscoll, A.; Garcia, R.; Mullen, M.R. (2010) Consumer Resistance to Green Innovations. Developing a New Scale and an Underlying Framework 35th Macromarketing Conference Laramie, Wyoming, USA, [Details]
Claudy, M.C; O'Driscoll, A; Garcia, R.; Mullen, M.R. (2010) Exploring Antecedents of Consumer Resistance towards Microgeneration Technologies in Ireland 2nd Annual Social Marketing Conference Galway, Ireland, [Details]
Claudy, M.C. (2008) Towards Sustainable Housing. A Consumer Perspective European Marketing Academy Conference (EMAC), 22nd Doctoral Colloquium Nantes, France, [Details]

Published Reports

Claudy, M.; O'Driscoll, A; Duffy, A. (2010) Homeowners' Attitudes, Perceptions and Willingness to Pay for Microgeneration Technologies. Dublin Institute of Technology & Dublin Energy Lab, Available Online [Details]

Research Papers

Michelsen, C. Zumbro, T. Claudy, M. (2012) Von grünen Investitionen und glühenden Landschaften: Was sind die Treiber des Heizenergieverbrauchs in Mehrfamilienhäusern? Ergebnisse auf Grundlage des ista-IWH-Energieeffizienzindex. Research Papers [Details]


Research Interests

Adoption, diffusion and marketing of sustainable innovation

Research Projects

Sponsor : University College Dublin (UCD)
Title : The Constrained Consumer¿Consumption, Morality and (De)Legitimation During the Great Recession
Start Date / End Date : 09-DEC-16 / 08-DEC-18
Sponsor : University College Dublin (UCD)
Title : UCD College of Business Policy Promoting Excellence Award
Start Date / End Date : 29-MAY-17 / 28-MAY-19
Sponsor : University College Dublin (UCD)
Title : Consumption and the Recession
Start Date / End Date : 21-MAR-13 / 21-SEP-14


Teaching Philosophy


Enhancement of Teaching

Review and Enhancement of Curriculum

Developing as a Teacher

Innovation & Leadership


Internal Collaborators

Professor Andy Prothero 
Dr. Andrew Keating
Dr. Geertje Schuitema
Dr. Bruce Martin 
Professor Donna Marshall  

External Collaborators

Professor Rosanna Garcia, North Carolina State
Professor Mark Peterson, Wyoming University
Professor Scott Dacko, Warwick University
Professor Aidan O'Driscoll, Dublin Institute of Technology 
Professor Norah Campbell, Trinity College Dublin

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