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Annie Williams

Annie Williams

Clinical Assistant Professor of Marketing


McColl 4542, CB 3490 Chapel Hill, NC 27599


Annie Williams’ research interests revolve around understanding how to encourage sustainable consumer behavior and how brands can leverage sustainability communication to bolster their brand equity.

Her published works include “Adolescent Generation Z and sustainable and responsible fashion consumption: Exploring the value-action gap” and “Exploring consumer perspectives on communicating apparel sustainability information.”

She has received accolades for her research, including an outstanding paper award from the Emerald Literati Awards, a best graduate paper award from the American Marketing Association/American Collegiate Retailing Association, and a paper of distinction award for the sustainability/social responsibility track from the International Textile and Apparel Association.

Dr. Williams’ teaches courses in consumer behavior, marketing and brand management.

She was recognized with an Outstanding Graduate Teaching Associate Award from the Bryan School of Business and Economics during her doctoral program.

Her industry experience includes serving as a consumer insights analyst for Kontoor Brands and a research analyst for White Oak Partners, where she researched the investment portfolios and strategies of middle market private equity groups. In addition, she successfully launched and operated a restaurant in downtown Chapel Hill.

As a Chapel Hill native, she has a deep affinity for all things Tar Heel and proudly bleeds Carolina Blue.

She earned her PhD in consumer, apparel, and retail studies from the Bryan School of Business and Economics at the University of North Carolina at Greensboro. She also holds a MA in teaching and a BA in economics from UNC-Chapel Hill.