PhD research student
Title of research: Improving EV Adoption in New Zealand: A Mixed Reasoned Action Approach Study
Qualifications: Masters of Science in Marketing (Arab Academy for Science, Technology & Maritime Transport, Bachelor of Arts with Honours in Marketing (Cardiff Metropolitan University)
PhD start date: December 2022
Supervisors: Dr John Williams, Dr Lisa McNeill, Dr Leah Watkins
Research summary
New Zealand is committed to being carbon neutral by 2050 and reducing greenhouse gas emissions to 30% below 2005 levels by 2030. Transport emissions contribute nearly 50 per cent to greenhouse gas emissions in New Zealand, so the New Zealand government took an initiative to electrify the transportation sector to reduce the carbon emissions of the country. This initiative is echoed in New Zealand's government agreement to the declaration “all new sales of zero-emission cars and vans globally by 2040”. Hence, the study aims to encourage New Zealanders to purchase electric vehicles and discourage their purchase of non-electric vehicles.
This research will meet this goal by designing and implementing an intervention program that will use persuasive communication to encourage New Zealanders to purchase electric vehicles. The study also has a theoretical significance as it uses the reasoned action approach and self-congruity theory to explore the impact of brand experience on the consumer's electric vehicle purchase behaviour. The reasoned action approach will also be the theoretical foundation in designing the intervention program and evaluating its effectiveness.
Research interests
- Sustainable marketing
- Behavioural marketing
- Consumer behaviour
- Experiential marketing
- Brand marketing
- Consumer neuroscience
Publications
- AbdelKader, A. F., & Sayed, M. H. (2022). Evaluation of the Egyptian knowledge bank using the information systems success model. The Journal of Academic Librarianship, 48(2), 102506.
Honours and awards
- University of Otago Doctoral Scholarship (2022)
- Best Paper Award in Business Studies at the 2nd Australia and New Zealand Conference on Advanced Research (ANZCAR–2018).