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Research project

Engaging Hairdressers In Pro-Environmental Behaviours

Project overview

Research at Southampton Business School has investigated the sustainability of products and practices in the hairdressing industry, and has identified pro-environmental behaviours for hairdressers to adopt and pass on to their clients. This has contributed to environmental benefits and improved economic competitiveness for the UK’s £6.2bn hairdressing industry. In 2019 the project won an £10,000 ESRC Outstanding Impact prize, which Baden used to promote sustainable hair practices overseas, particularly in Malta and Mauritius – two countries that experience acute water shortages.


Lead researcher

Professor Denise Baden

Personal Chair

Research interests

  • Communicating sustainable solutions via fiction
  • Sustainable hairdressing
  • SMEs/CSR sustainability
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