Francois Jabbour

About

I'm Francois Jabbour, a Professor of Marketing specialising in consumer ethics, sustainability, and luxury marketing within the fashion and beauty industries. I hold a Doctorate in Business Administration from ESC Clermont Business School and an MBA from Hult Business School. Prior to academia, I spent nearly a decade working in fashion and beauty retail, managing brands including Tory Burch, Dolce & Gabbana, Carolina Herrera, Christian Louboutin, Prada, Penhaligon's, and Jean Paul Gaultier, followed by a year as Marketing Manager at Abu Dhabi International Airport. I currently teach at the American University of Sharjah and EM Normandie Business School, where I deliver courses in Luxury Marketing, Consumer Behaviour, and Digital Influence. If you are interested in research collaborations, speaking engagements, or academic exchange, feel free to get in touch.

Research Focus

My doctoral work centred on the value-action gap — the persistent disconnect between consumers' stated ethical values and their actual purchasing behaviour — with a particular focus on how access, privilege, and socio-cultural context mediate this gap.

My research examines how ethics, morality, and sustainability shape consumer decision-making in the fashion and beauty retail industries. Rather than treating ethical consumption as a straightforward matter of individual choice, my work situates it within the broader structural and social conditions that either enable or constrain it. I work across both quantitative and qualitative methodologies, and my broader research interests include moral reasoning, luxury brand ethics, and socio-cultural influences on consumer behaviour.