Prof. Debbie Ellis is an Associate Professor in Marketing in the School of Management, IT and Governance, UKZN. She has a PhD from KTH Royal Institute of Technology, Sweden and a Masters in Business Science from the University of Cape Town, South Africa. Debbie has 27 years of teaching, supervision and research experience. Her work has been published in International Journal of Consumer Studies, Young Consumers, Business Horizons, the International Review of Retail, Distribution and Consumer Research, the International Journal of Wine Business Research, the South African Journal of Business Management and the Southern African Business Review, among others. Her primary areas of research interest include eco-consumption, social marketing, young consumers, consumer knowledge, wine marketing, strategic marketing and positioning.