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Shelley Haines headshot

Shelley Haines

Lecturer, Postdoctoral Research Associate
EducationPh.D., Communication and Culture, Toronto Metropolitan University M.A., Fashion, Toronto Metropolitan University B.Des., Fashion Design, Toronto Metropolitan University B.Sc., Psychology and Environmental Behaviour, The University of Toronto
https://www.researchgate.net/profile/Shelley-Haines (external link) 

Governor General Gold Medal Nominee, Toronto Metropolitan University (2023); Best Track Paper Award, American Collegiate Retailing Association (2022); Best Paper Award, Korea Distribution Association (2022)

Fares, O. H., Haines, S., Lee, S. H., Azmy, A., Mohan, M., & Le, S. (2026). Retail metaverse acceptance: A meta-analysis with Hofstede’s cultural moderation. Journal of Retailing. https://doi.org/10.1016/j.jretai.2025.12.003 

Sisto, C., Haines, S., & Foucher, D. (2024). Beauty and the packaging beast: Plastic in the beauty industry. Fashion Studies, 5(1). https://doi.org/10.38055/FS050110

Butt, I., Al Balushi, M.K., Lee, S.H., Mohan, M., Khan, N.A., Haines, S. (2023). Four decades of counterfeit research: A bibliometric analysis. Cogent Business & Management. Ahead of print. 

Haines, S., Fares, O., Mohan, M., and Lee, S.H. (2023). Social media fashion influencer eWOM communications: understanding the trajectory of sustainable fashion conversations on YouTube fashion haul videos. Journal of Fashion Marketing and Management, 27(6), 1027-1046. https://doi.org/10.1108/JFMM-02-2022-0029 

Haines, S., & Lee, S. H. (2022). One size fits all? Segmenting consumers to predict sustainable fashion behavior. Journal of Fashion Marketing and Management, 26(2), 383–398. https://doi.org/10.1108/JFMM-08-2020-0161

Baek, E., Haines, S., Fares, O. H., Huang, Z., Hong, Y., & Lee, S. H. M. (2022). Defining digital fashion: Reshaping the field via a systematic review. Computers in Human Behavior, 137(5), 107407. https://doi.org/10.1016/j.chb.2022.107407 

Ratnichkina, P., Lee, S. H., & Haines, S. (2021). Communicating returnable packaging via ease of use labeling. The International Review of Retail, Distribution and Consumer Research, 31(4), 481–497. https://doi.org/10.1080/09593969.2021.1921012

Haines., S. & Lee, S.H. (2023). Understanding the relationship between hedonism and sustainable values and behaviour. Paper presented at Administrative Sciences Association of Canada (ASAC), Toronto, ON.

Haines., S. & Lee, S.H. (2023). Why does hedonism predict sustainable fashion consumption? The roles of thrill-seeking and uniqueness. Paper presented at American Collegiate Retailing Association.

Tullio-Pow, S., Schaefer, S., Haines, S., and Burke-Harris, T (2022). Teaching broccoli courses: Best practices for research methods in fashion. Poster session presented at International Textile and Apparel Association, Denver, CO.

Tullio-Pow, S., Schaefer, S., Haines, S., and Burke-Harris, T (2022). Scaffolding a/synchronicity: Teaching literature review development remotely. Paper presented at International Textile and Apparel Association, Denver, CO.

Haines, S., Lee, S.H., & Butt, I. (2022). A systematic literature review of sustainable fashion within retail. Paper presented at American Collegiate Retailing Association, New Orleans, LA.

Baek, E., Fares, O., Haines, S., Huang, Z., Hong, Y., and Lee, S.H. (2022). What is digital fashion? Defining digital fashion via systematic literature review. Paper presented at the Korea Distribution Association, Seoul, South Korea.

Haines, S., Lee, S.H., & Butt, I. (2021). A systematic literature review of sustainable fashion within retail. Paper presented at International Textile and Apparel Association.

Haines, S. & Lee, S.H. (2021). Is sustainable fashion only for the privileged? Workshop session lead at American Collegiate Retailing Association.

Haines, S. & Lee, S.H. (2021). The trajectory of sustainable fashion engagement on YouTube: what’s next for retailers? Paper presented at American Collegiate Retailing Association.

Ratnichkina, P., Lee, S.H., & Haines, S. (2020). Communicating returnable packaging through product labelling. Accepted at American Collegiate Retailing Association, New Orleans, LA.

Haines, S. & Lee, S.H. (2020, November). Does one size fits all? Profiling segments of sustainable fashion consumption and disposal behaviour. Paper presented at International Textile and Apparel Association, Denver, CO. 

Schaefer, K., Haines, S., & Kozlowski, A. (2018, November). Think-Pair-Share: An active learning strategy for apparel pattern drafting. Paper presented at International Textile and Apparel Association, Cleveland, OH.

Haines, S. (2017, October). Putting the brakes on fast fashion: Bridging the gap between sustainable awareness and action. Paper presented at Now & Then: Fashion and Sustainability, New York, NY.

Haines, S. (2016, November). Making history: Recreating an 1840s slim-fitting suit. Poster session presented at Costume Colloquium: Restraint & Excess in Fashion, Florence, Italy.        

Haines, S. (2016, October). How we consume shapes the future of the planet. Paper presented at the Fashion Symposium, Toronto, ON.