Dr Ratna Khanijou

Ratna studies collective consumption behaviour, family and food practices, display work and couple identity emergence from a consumer culture perspective.

Staff details

Dr Ratna Khanijou


Lecturer in Marketing


Institute of Management Studies


R.Khanijou (@gold.ac.uk)

Ratna Khanijou is a lecturer in Marketing at the Institute of Management Studies at Goldsmiths, University of London. She completed her PhD in Marketing from Royal Holloway University of London. 

Ratna’s research is highly interdisciplinary, informed by theoretical insights from sociology, anthropology, and gender studies to understand consumption and consumer culture. Her current research projects encompass three main themes. First, she explores how collective consumption routines are born and in turn how collective identities emerge through everyday meal consumption practices. Second, she analyses the materialities and display work involved for non-conventional family rituals, such as reverse proposals. Third, she studies the ethical challenges and dilemmas in studying family consumption practices.

Ratna has presented her work at various international conferences in Europe, and in 2019, her research paper was awarded the Best Paper Award at the Academy of Marketing Conference. She has also received a Team Teaching Commendation from Royal Holloway University of London. Prior to joining academia, Ratna has worked in business development for several industries including personal care cosmetics manufacturing and tourism.

Publications and research outputs


Hoelscher, Vera; Khanijou, Ratna and Pirani, Daniela. 2023. Changing informal institutions via mimesis: gender equality in marriage proposals. Gender, Work and Organization, 30(1), pp. 52-67. ISSN 0968-6673

Khanijou, Ratna and Zakariah, Amalina. 2023. Avoiding failure in academia: strategies from non-Western early career researchers in the UK. Journal of Marketing Management, 39(9-10), pp. 782-806. ISSN 0267-257X

Khanijou, Ratna; Pirani, Daniela and Murdoch-Gibson, Sebastian. 2022. Interview at QRCA Views on Ethical Dilemmas in Studying Family Consumption. QRCA Views, 21(3), pp. 22-25.


Pirani, Daniela; Khanijou, Ratna and Holscher, Vera. 2021. Research Animation.

Research Interests

  • Collective consumption
  • Family routines and practices
  • Materiality
  • Food consumption and identity
  • Family brands
  • Ethnography
  • Qualitative research methods