Prof Daiane Scaraboto

Deputy Head of Department (Research and Impact)

Dr Daiane Scaraboto is Professor of Marketing at the Faculty of Business and Economics, at the University of Melbourne. Her research challenges taken-for-granted market notions such as value, exchange, and access, by examining how consumers collaborate, instigate market change, and engage with sustainability challenges.

Daiane employs large qualitative datasets combining interviews, ethnographic fieldwork, social media data, and other types of online data. She has published influential research that explains why and how marginalized consumers can effectively mobilize to seek greater inclusion in mainstream markets and how consumers collaborate to create value in online platforms, among other topics.

In her current projects, Daiane has collaborated with scholars in Australia and abroad to examine the transition to electric vehicles in Australia, waste generation in mega-events, and the creative ways in which consumers solve their needs without recurring to the marketplace, such as through making do, improvising, and reusing objects.

Daiane teaches Marketing, Society & Sustainability in Masters programs at the Faculty of Business and Economics, and supervises PhD students in research projects of relevance to public policy. She is currently serving in the role of Deputy Head of Research & Engagement for the Department of Management and Marketing.