Staff Profile

Sharron is a Senior Lecturer in food marketing specialising in food consumer research. She is a qualitative researcher and has participated in research funded by the EU, Food Standards Agency, EPSRC and Department of Trade and Industry. Sharron has been involved in both programme development and teaching at both undergraduate and postgraduate levels.  She is presently Director of Equality, Diversity and Inclusion in the Faculty of Science, Agriculture and Engineering and Degree Programme Director for BSc Food Marketing and Nutrition.  She has a PhD in novel food acceptance from Newcastle University and is a member of the Knowledge Transfer Network Bioscience Food Group. Her research focuses on personalised nutrition, food fraud and authenticity, food risk communication, food consumer behaviour and novel food and technological acceptance.

Citations to her papers in Google Scholar can be found here.

Research Interests

Subject Interests:

• Personalised nutrition
• Food authenticity and  integrity
• Dietary change
• Consumer acceptance of novel foods and technologies
• Food risk communication

Methodological Interests:

• Interpretive consumer research
• Secondary analysis of qualitative data sets
• Grounded theory
• Computer-assisted qualitative data analysis: NVivo

Recent Research Projects

• NERC Making Environmental Science more Equal, Diverse and Inclusive: Decolonising Environmental Sciences 2021-2022 (Co-I).

• EU H2020 Programme- SWEET: Sweeteners and sweetness enhancers: impact on health, obesity safety and sustainability, October 2018-September 2023.  WP6 Stakeholder Engagement, Dissemination and Commercial Exploitation (WP Leader)

• WEFWEBs: analysis of the multiple dimensions of the water, energy and food nexus. This part of the research examines WEF resource use at the household level. EPSRC 2016-2018.

• Ensuring the Integrity of the European Food Chain (FOODINTEGRITY), EU FP7. Work Package 7, consumers attitudes and perceptions of food authenticity and traceability 2014-2018.

• Personalised Nutrition: An Integrated Analysis of Opportunities and Challenges (Food4Me), EU FP7, Co-investigator Work Package 2, Consumer attitudes to personalised nutrition 2011-2015.

• Domestic Kitchens and Food Safety (Kitchen Life): ART Feasibility Study, Food Standards Agency Funded 2011-2013 (Co-investigator).

Areas of expertise where I would welcome PhD applications and enquiries:

• novel food and technological acceptance
• domestically situated food practices, e.g. food safety and food waste
• food authenticity and integrity in the food supply chain
• consumers perceived authenticity of foods
• food choice and dietary change

Teaching

ACE1000 Introduction to Marketing and Consumer Behaviour

ACE2000 Marketing Strategy Issues and Concepts

ACE2073 New Food Product Development

ACE3201 Marketing and Public Policy

ACE3202 Communication and Behaviour Change

• Utami H N, Alamanos E, Kuznesof S. 'A social justice logic': how digital commerce enables value co-creation at the bottom of the pyramid. Journal of Marketing Management 2021, 37(9-10), 816-855.
• Clark A, Kuznesof S, Davies S, Waller A, Richie A, Wilson S, Harbord L, Hill T. Egg enrichment with vitamin D: The Sunshine Eggs projects. Nutrition Bulletin 2021, 46(3), 332-338.
• Stewart-Knox B, Rankin A, Bunting B, Frewer L, Celis-Morales C, Livingstone K, Fischer A, Poínhos R, Kuznesof S, Gibney M, Mathers JC. Self-efficacy, habit strength, health locus of control and response to the personalised nutrition Food4Me intervention study. British Food Journal 2022, 124(1), 314-330.
• Jin S, Clark B, Li W, Kuznesof S, Frewer LJ. Social Dimensions of Synthetic Biology in the Agrifood Sector: The Perspective of Chinese and EU Scientists. British Food Journal 2021, 123(12), 4135-4154.
• Kendall H, Clark B, Rhymer CM, Kuznesof S, Hajslova J, Tomaniova M, Brereton P, Frewer LJ. A systematic review of consumer perceptions of food and authenticity: A European perspective. Trends in Food Science & Technology 2019, 94, 79-90.
• Utami HN, Alamanos E, Kuznesof S. Going digital: SMEs Based Food E-commerce Engaging Customer through Customer Needs-Driven. In: Proceedings of the International Conference on Electronic Business (ICEB). 2019, Newcastle upon Tyne: International Consortium for Electronic Business.
• Jin S, Clark B, Kuznesof S, Lin X, Frewer LJ. Synthetic biology applied in the agrifood sector: Public perceptions, attitudes and implications for future studies. Trends in Food Science and Technology 2019, 91, 454-466.
• Chatzopoulou E, Gorton M, Kuznesof S. Understanding Authentication Processes and the Role of Conventions: a consideration of Greek ethnic restaurants. Annals of Tourism Research 2019, 77, 128-140.
• Macready AL, Fallaize R, Butler TL, Ellis JA, Kuznesof S, Frewer LJ, Celis-Morales C, Livingstone KM, Araújo-Soares V, Fischer A, Stewart-Knox B, Mathers JM, Lovegrove JA. Application of Behavior Change Techniques in a Personalized Nutrition Electronic Health Intervention Study: Protocol for the Web-Based Food4Me Randomized Controlled Trial. JMIR Research Protocols 2018, 7(4), e87.
• Kendall H, Kuznesof S, Dean M, Chan M-Y, Clark B, Home R, Stolz H, Zhong Q, Liu C, Brereton P, Frewer L. Chinese consumer's attitudes, perceptions and behavioural responses towards food fraud. Food Control 2018, 95, 339-351.
• Kendall H, Kaptan G, Stewart G, Grainger M, Kuznesof S, Naughton P, Clark B, Hubbard C, Raley M, Marvin HJP, Frewer LJ. Drivers of existing and emerging food safety risks: Expert opinion regarding multiple impacts. Food Control 2018, 90, 440-458.
• Rankin A, Bunting B, Poínhos P, van der Lans IA, Fischer ARH, Kuznesof S, Almeider MV, Markovina J, Frewer LJF, Stewart-Knox BJ. Food choice motives, attitudes toward and intention to adopt personalised nutrition. Public Health Nutrition 2018, 21(14), 2606-2616.
• Kendall H, Naughton P, Kuznesof S, Raley M, Dean M, Clark B, Stolz H, Home R, Chan MY, Zhong Q, Brereton P, Frewer LJ. Food Fraud and the Perceived Integrity of European Food Imports into China. PLoS One 2018, 13(5), e0195817.
• El Benni N, Stolz H, Home R, Kendall H, Kuznesof S, Clark B, Dean M, Brereton P, Frewer LJ, Chan MY, Zhong Q, Stolze M. Product attributes and consumer attitudes affecting preferences for infant milk formula in China - a latent class approach. Food Quality and Preference 2018, 71, 25-33.
• Brennan L, Cusack T, Delahunt E, Kuznesof S, Donnelly S. Academics’ conceptualisations of the research-teaching nexus in a research-intensive Irish university: A dynamic framework for growth & development. Learning and Instruction 2017, 60, 301-309.
• Poínhos P, Oliveira BMPM, van der Lans IV, Fischer ARH, Berezowska A, Rankin A, Kuznesof S, Stewart-Knox B, Frewer LJF, de Almeida MDV. Providing Personalised Nutrition: Consumers' Trust and Preferences Regarding Sources of Information, Service Providers and Regulators, and Communication Channels. Public Health Genomics 2017, 20, 218-228.
• Rankin A, Kuznesof S, Frewer LJ, Orr K, Davison J, deAlmeida MDV, Stewart-Knox B. Public perceptions of personalised nutrition through the lens of Social Cognitive Theory. Journal of Health Psychology 2017, 22(10), 1233-1242.
• Jones AR, Mann KD, Kuznesof SA, Richardson DP, Seal CJ. The whole grain content of foods consumed in the UK. Food Chemistry 2017, 214, 453-459.
• Lacey C, Clark B, Frewer L, Kuznesof S. "Reaching its limits”: Industry perspectives on salt reduction. British Food Journal 2016, 118(7), 1610-1624.
• Kendall H, Brennan M, Seal C, Lahda C, Kuznesof S. Behind the Kitchen Door: A novel mixed method approach for exploring the food provisioning practices of the older consumer. Food Quality and Preference 2016, 53, 105-116.
• Chatzopoulou E, Gorton M, Kuznesof S. Defining food authenticity: An efficient promotion for ethnic restaurants. In: EURAM 2016. 2016, Paris, France: European Academy of Management.
• Stewart Knox BJ, Markovina J, Rankin R, Bunting B, Kusnezof S, Fischer A, van der Lans I, Poinhos R, Vaz de Almeida MD, Panzone L, Gibney M, Frewer LJ. Making personalised nutrition the easy choice: creating policies to break down the barriers and reap the benefits. Food Policy 2016, 63, 134-144.
• Tan KYM, van der Beek EM, Kuznesof SA, Seal CJ. Perception and understanding of health claims on milk powder for children: A focus group study among mothers in Indonesia, Singapore and Thailand. Appetite 2016, 105, 747-757.
• Frewer LJ, Coles D, Dijkstra AM, Kuznesof S, Kendall H, Kaptan G. Synthetic Biology Applied in the Agrifood Sector: Societal Priorities and Pitfalls. APSTRACT 2016, 10(2-3), 89-97.
• Alamanos E, Kuznesof S, Ritson C. The influence of holidays on wine purchasing behaviour: Marketing and tourism insights based on a holiday experience in Greece. International Journal of Tourism Research 2016, 18(3), 228-235.
• Fischer ARH, Berezowska A, vanderLans IA, Ronteltap A, Rankin A, Kuznesof S, Poinhois R, Stewart-Knox B, Frewer LJ. Willingness to pay for personalised nutrition across Europe. European Journal of Public Health 2016, 26(4), 640-644.
• Giles EL, Kuznesof S, Clark B, Hubbard C, Frewer LJ. Consumer acceptance of and willingness to pay for food nanotechnology: a systematic review. Journal of Nanoparticle Research 2015, 17, 467.
• Markovina J, Stewart-Knox B, Rankin A, Gibney M, Almeida MD, Fischer A, Kuznesof S, Poinhos R, Panzone L, Frewer LJ. Food4Me study: Validity and reliability of Food Choice Questionnaire in 9 European countries. Food Quality and Preference 2015, 45, 26-32.
• Stewart-Knox B, Rankin A, Kuznesof S, Poínhos R, de Almeida MDV, Fischer A, Frewer LJ. Promoting healthy dietary behaviour through personalised nutrition: technology push or technology pull. Proceedings of the Nutrition Society 2015, 74(2), 171-176.
• Fallaize R, Macready AL, Butler LT, Ellis JA, Berezowska A, Fischer ARH, Walsh M, Gallagher C, Stewart-Knox BJ, Kuznesof S, Frewer LJ, Gibney M, Lovegrove JA. The perceived impact of the National Health Service on personalised nutrition service delivery among the UK public. British Journal of Nutrition 2015, 113(8), 1271-1279.
• Markovina J, Stewart-Knox B, Frewer LJ, Gibney M, Almeida MD, Rankin A, Kuznesof S, Poinhos R, Fischer ARH. Perceived barriers to the uptake of personalised nutrition: a comparison between European countries. In: 11th NuGOweek 2014 conference “Nutrigenomics of Foods”. 2014, Naples, Italy: Wageningen Academic Publishers.
• Poínhos R, van der Lans IA, Rankin A, Fischer ARH, Bunting B, Kuznesof S, Stewart-Knox B, Frewer LJ. Psychological Determinants of Consumer Acceptance of Personalised Nutrition in 9 European Countries. PLoS One 2014, 9(10), e110614.
• Berezowska A, Fischer ARJ, Ronteltap A, Kuznesof S, MacCready A, Fallaize R, vanTrijp HCM. Understanding consumer evaluations of personalised nutrition services in terms of the privacy calculus: a qualitative study. Public Health Genomics 2014, 17(3), 127-140.
• Kendall H, Kuznesof S, Seal C, Dobson S, Brennan M. Domestic food safety and the older consumer: A segmentation analysis. Food Quality and Preference 2013, 28(1), 396-406.
• Stewart-Knox B, Kuznesof S, Robinson J, Rankin A, Orr K, Duffy M, Poínhos R, de Almeida MD, Macready A, Gallagher C, Berezowska A, Fischer ARH, Navas-Carretero S, Riemer M, Traczyk I, Gjelstad IMF, Mavrogianni C, Frewer LJ. Factors influencing European consumer uptake of personalised nutrition: Results of a qualitative analysis. Appetite 2013, 66, 67-74.
• Rankin A, Stewart-Knox B, Duffy M, Kuznesof S, Fischer A, deAlmeida M, Davison J, Orr K, Macready A, Walsh M, Gibney M, Frewer L. Food4Me Personalised Nutrition: What does the consumer want. Annals of Nutrition and Metabolism 2013, 63(S1), 345-346.
• Brownlee IA, Kuznesof S, Moore C, Jebb SA, Seal CJ. The impact of a 16-week dietary intervention with prescribed amounts of whole-grain foods on subsequent, elective whole grain consumption. British Journal of Nutrition 2013, 110(5), 943-948.
• Kuznesof S, Brownlee IA, Moore C, Richardson DP, Jebb SA, Seal CJ. WHOLEheart study participant acceptance of wholegrain foods. Appetite 2012, 59(1), 187-193.
• Treagear A, Dobson S, Brennan M, Kuznesof S. Critically divided?: How marketing educators perceive undergraduate programmes in the UK. European Journal of Marketing 2010, 44(1-2), 66-86.
• Brownlee IA, Moore C, Chatfield M, Richardson DP, Ashby P, Kuznesof SA, Jebb SA, Seal CJ. Markers of cardiovascular risk are not changed by increased whole-grain intake: the WHOLEheart study, a randomised, controlled dietary intervention. British Journal of Nutrition 2010, 104(1), 125-134.
• Kuznesof S. Reusing Qualitative Data to Generate Theory: Reflections on ‘Working at the Margins’. In: Reflective Marketing in a Material World: Academy of Marketing annual conference. 2008, Robert Gordon University, Aberdeen.
• Tregear A, Kuznesof S, Brennan M. Critical Apporaches in undergraudate marketing teaching: Investigating students perceptions. Journal of Marketing Management 2007, 23(5-6), 411-424.
• Kuznesof S, Brennan M. Perceived Risk and Product Safety in the Food Supply Chain. In: Bourlakis, M.A., Weightman, P.W.H, ed. Food Supply Chain Management. London, UK: Blackwell Publishing Ltd, 2004, pp.32-48.
• Miles S, Brennan M, Kuznesof S, Ness M, Ritson C, Frewer LJ. Public worry about specific food safety issues. British Food Journal 2004, 106(1), 9-22.
• Smith AT, Kuznesof S, Richardson DP, Seal CJ. Behavioural, attitudinal and dietary responses to the consumption of wholegrain foods. Proceedings of the Nutrition Society 2003, 62(2), 455-467.
• Frewer LJ, Hunt S, Brennan M, Kuznesof S, Ness M, Ritson C. The views of scientific experts on how the public conceptualize uncertainty. Journal of Risk Research 2003, 6(1), 75-85.
• Frewer LJ, Miles S, Brennan M, Kuznesof S, Ness M, Ritson C. Public preferences for informed choice under conditions of risk uncertainty. Public Understanding of Science 2002, 11(4), 363-372.
• Ness M, Gorton M, Kuznesof S. The student shopper: Segmentation on the basis of attitudes to store features and shopping behaviour. British Food Journal 2002, 104(7), 506.
• Frewer LJ, Hunt S, Miles S, Brennan M, Kuznesof S, Ness M, Ritson C. Communicating risk uncertainty with the public. London: Food Standards Agency, 2001. Final Report and Technical Annex.
• Tregear A, Kuznesof S, Moxey A. Policy initiatives for regional foods: Some insights from consumer research. Food Policy 1998, 23(5), 383-394.
• Kuznesof S, Tregear A, Moxey A. Regional foods: a consumer perspective. British Food Journal, 99 (6), 199-206 1997.
• Kuznesof S, Ritson C. Consumer acceptability of genetically modified foods with special reference to farmed salmon. British Food Journal, 98, (4-5), 39-47 1996.
• Kuznesof S, Ritson C. The Role of Marketing Rural Food Products. The Rural Economy and the British Countryside. London: Earthscan. Eds: Allanson, P. and Whitby, M., , 99-115 1996.