I am a Professor of Economics at the University of Stirling. My research explores the value of what matters most to society: our environment, our cultural heritage, our health, and our food systems.

My work sits at the intersection of environmental economics, behavioural science, microeconometrics, and public policy. I decode how individuals navigate complex trade-offs, providing empirical evidence to shape better policy and sustainable management. My core expertise spans four key pillars:

• Environmental and natural resource valuation: Quantifying the economic value of ecosystems and natural assets to drive sustainability and improve environmental policy.
• Cultural heritage economics: Assessing the public value of historical and cultural assets to inform preservation strategies and investment decisions.
• Choice analysis and public health: Eliciting public preferences for public health and analysing consumer behaviour to promote healthier agri-food choices.
• Microeconometrics and behaviour: Investigating underlying decision rules, preference heterogeneity, spatial dimensions of choice, and experimental design.