My Career Path
My Career Path
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Department
Marketing Academic Department -
Languages
Arabic, French -
Teaching specialisations
Fundamentals of Marketing, Marketing Studies, Strategic Marketing, Qualitative Research, Quantitative Research, Data Analysis -
Areas of research
Consumer Behaviour, Sustainable Marketing, Food waste, Perceived Value -
Campus
Paris
Biography
Sarra Azib holds a PhD in Management Sciences, specialising in Marketing, from the University of Western Brittany and is currently an Assistant Professor at Excelia Business School.
Her research lies at the intersection of consumer behaviour, perceived value theory and sustainable food marketing, with a particular focus on food waste reduction behaviours. Her doctoral thesis contributes to this field by introducing and conceptualising perceived residual value, defined as the value consumers attribute to a perishable food product at the end of its life. She has presented her work at several international academic conferences, including EMAC, AFM and ACIEK. In 2024, she received the Best Paper Award at the 40th International Congress of the French Marketing Association.
Alongside her research, she has experience teaching marketing, market research, and qualitative and quantitative research methods to undergraduate, postgraduate and engineering students, both in France and internationally, notably at Thuongmai University in Vietnam.
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Department
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2023
PhD in Management Sciences, Université de Bretagne Occidentale, France
2022
Research Master in Marketing, Institut des Hautes Études Commerciales, Tunisia
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2026
Research Active Faculty - Assistant Professor, Excelia, La Rochelle, France
2025-2026
Adjunct Faculty, Université de Bretagne Occidentale, Brest, France
2024-2025
PhD student with teaching duties, Université de Bretagne Occidentale, Brest, France
2023-2024
Adjunct Faculty, ENSTA Bretagne, Brest, France
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Journal articles
MARCHAL, C., BALLAN, D., AZIB, S., INNOCENT, M., URIEN, B., TAMARO, A., GALL-ELY, M. L., COTON, E., PICOT, A., MOUNIER, J., COROLLER, L., ... GABRIEL, P. (2026). Participatory and multi-disciplinary science dataset and surveys for the assessment of the microbiological and behavioural factors influencing fresh fruits and vegetables' waste at home. Data in Brief, 65, 112434. doi:10.1016/j.dib.2025.112434.Chapters
AZIB, S., INNOCENT, M., URIEN, B., GABRIEL, P. (2025). Food waste and retailing (1 ed.). In Camal Gallouj, Faïz Gallouj (Eds.), Elgar Encyclopedia of Retailing (pp. 952-954). Edward Elgar Publishing. -
Proceedings from scholarly meetings
AZIB, S., INNOCENT, M., URIEN, B., GABRIEL, P. (2024). Measuring residual perceived value for the consumer: The case of damaged fruits and vegetables. 52nd Annual Conference of the European Marketing Academy (EMAC).Papers presented at academic or professional meetings
HUIBAN, E., AZIB, S., GABRIEL, P., INNOCENT, M. (2026). Communication Media Effectiveness for improving anti-waste behaviours of fresh fruits and vegetables in France. ACIEK UTAMED 2026. Malaga:AZIB, S., INNOCENT, M., URIEN, B., GABRIEL, P. (2025). Les consommateurs français et leurs pratiques anti-gaspi des fruits et légumes à domicile : proposition d’une typologie. 41e Congrès International de l’AFM.AZIB, S., BEN DAHMANE, M., MZAHI , C. (2024). Valeur perçue de l’expérience virtuelle des métavers et proposition d’une typologie d’utilisateurs. 40ème Congrès international de l’AFM. Paris:AZIB, S., INNOCENT, M., URIEN, B., GABRIEL, P. (2024). La valeur résiduelle perçue par le consommateur et sa mesure : le cas de produits alimentaires périssables. 40e Congrès International de l’AFM. Paris:AZIB, S., INNOCENT, M., GABRIEL, P., LEGALL-ELY, M., URIEN, B. (2024). Beyond waste : Exploring Consumer Perceived Residual Value of Fresh Food Products. BEING SEA-EU Conference. La Valette:
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