Associate Professor Dawn Birch - University of the Sunshine Coast, Queensland, Australia

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Staff profile

Associate Professor Dawn Birch

EdD Qld.UT., MEd S.Qld., MBus S.Qld., BBus S.Qld., Dip Export Mgt Australian Institute of Export, Dip Market Research Market Research Society of Australia

  • Deputy Head (Learning & Teaching), USC Business School
  • Associate Professor of Postgraduate Business
+61 7 5459 4642
Office location
Sunshine Coast
Associate Professor Dawn Birch

Associate Professor Dawn Birch joined the USC Business School at USC in May 2017 in the role of Associate Professor of Postgraduate Business.

Professional membership



  • Best Paper in Conference Award - Sit, J. and Birch, D. 2014. Understanding the dramaturgical quality of shopping centre entertainment events, CER2014, Colloquium on European Research in Retailing, Bremen, Germany, September 25–27 2014.
  • Best Paper in Track Award – Academy of Marketing (UK) – Birch, D. and Lawley, M. 2014. The role of food involvement in seafood consumption, AM2014, Bournemouth, UK, July 7–10.
  • You’re Brilliant Certificates (Teaching) – Bournemouth (2013/2015/2017)
  • USC New Researcher Award (2011)
  • Nominee for (2010) UniJobs Lecturer of the Year Award
  • Pearson Education ANZMAC (2003) Marketing Educator of the Year Award
  • Emerald Literati Outstanding Paper Award (2004) - International Journal of Retail and Distribution Management vol. 31, no 2/3 – ‘Entertainment-seeking shopping centre patrons: the missing segments’
  • Dean’s commendation for the Faculty of Business Design and Delivery of Teaching Materials (2007)

Selected research publications

  • Birch, D. Skallerud, K. & Paul, N. (2018). "Who are the future seaweed consumers in a Western society? Insights from Australia". British Food Journal

  • Birch, D., Dean, D., Fazal E Hasan, S. & Lawley, M. (2018). Train the child and teach the adult: developing intervention strategies for increasing seafood consumption. Journal of Consumer Behavior

  • Birch, D., Memery, J. and Kanakaratne, M. (2018). The Mindful Consumer: Balancing egoistic and altruistic motivations to purchase local food. Journal of Retailing and Consumer Services, 40, 221-228

  • Lawley, M., Birch, D. and Johnson, L. (2016). Changing purchasing habits through non-monetary point of sale strategies: the case of Australian oysters. Journal of Retailing and Consumer Services, 33, 194-201.

  • Lawley, M., Birch, D., & Hamblin, D. (2012). An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers' evaluations of fish. Australasian Marketing Journal, 20(4), 260-267.

  • Birch, D., & Lawley, M. (2012). Buying seafood: Understanding barriers to purchase across consumption segments. Food Quality and Preference, 26(1), 12-21.

  • Birch, D., Lawley, M., & Hamblin, D. (2012). Drivers and barriers to seafood consumption in Australia. Journal of Consumer Marketing, 29(1), 64-73. doi:10.1108/07363761211193055 (B Ranking)

Research grants

Grant / Project  Investigators   Funding body / $ value  Year(s)
USC Learning and Teaching Grant (2018) - Improving assessment literacies through development of quality assessment rubrics and enhanced student outcomes in a triad based peer review process Dr Peter Grainger, Ms Natalie McMaster, Ass Professor Deborah Heck, Associate Professor Michael Christie, Dr Glyn Thomas, Ms Debra Patzwald, Matisse Celli Associate Professor Dawn Birch, Dr Ruth Greenaway. A$135,365.00 2018
Faculty Research Collaboration Grant RCG17/06 Principal Investigator with Professor Meredith Lawley  A$10,000 2017
Faculty Publication Completion Grant PCG17/15 Principal Investigator with Professor Meredith Lawley A$5,000  
Consumer food waste Co-investigator (A$5,800)  
Modified food related lifestyle Principal investigator USC Faculty Management (A$15,000) 2017
ERASMUS fund to undertake teaching and research collaboration at Szent Istvan University, Budapest, Hungary   (£743.55) 25–29 April 2016
Encouraging UK teens to eat more seafood With Professor Juliet Memery and Dr Nick Johns BU Faculty of Management Fund (£1,142.60) Jan–June 2016
Optimising nutritional health and wellbeing through local sustainable food systems 'Nu-FEAST'  Nutrition – Food for everyone's health, available, sustainable and trusted. Call: H2020-MSCA-IF-2014 Co-supervisor Marie Skłodowska-Curie Actions (Individual Fellowships - IF) (£157,000) 2015
Improving crime analyses for policing by applying principles from psychology and geography Co-investigator BU Fusion Funding (£6,830.61) 2015
Investigation of opportunities for EU funding around food security Co-investigator with Professor Juliet Memery (£380 plus expenses and accommodation for flights to Tromso University Norway - the BU Cyber Security Unit  
Stakeholders' perceptions of fish farming in the UK - the Crown Estate Co-investigator  £8,283 2014
Regional food and beverage project / Fish value chain analysis Principal investigator Queensland Department Employment, Economic Development and Innovation (A$17,900) 2012
Education module: Stimulating consumption of Australian seafood Principal investigator Australian Seafood CRC (A$105,638.00) 2010–2011
Finalisation report for UniSA Omnibus study Report writer Australian Seafood CRC (A$5,500) 2012
Oyster retailing project Co-investigator Australian Seafood CRC (A$139,000) 2012–2013
Repositioning Australian farmed barramundi project Co-investigator Australian Seafood CRC (A$213,000) 2010–2012
eLeap online education research project Principal investigator USC Fellowship funding (A$12,000) 2012

Research areas

  • seaweed and seafood consumption
  • food waste
  • consumer trust in food systems
  • food related lifestyle
  • local and sustainable food consumption

Teaching areas

  • Food Marketing
  • Managerial Project