Sustainable consumer behaviour
Understanding how values, norms, identity and context shape responsible consumption and pro-environmental action.
Academic · Researcher · Educator
DrMuhammad
Discover my workMuhammad
Abid Saleem
Senior Lecturer in Marketing
University of Wollongong
Sustainability · Marketing · ImpactSustainability marketing · Consumer behaviour
Research for a more responsible marketplace.
I am a Senior Lecturer in Marketing at the University of Wollongong. My work explores how marketing, consumers and institutions can accelerate meaningful progress towards sustainable futures.
40+Research outputs
2.2k+Google Scholar citations
15+Years in marketing
4SDGs informing my work
About01
Marketing scholarship grounded in real-world change.
My research sits at the intersection of sustainability, consumer decision-making and market transformation.
Before entering academia, I worked in sales and marketing in the insurance industry. That practical foundation continues to shape an approach that connects rigorous theory with problems faced by organisations, communities and policymakers.
I completed my PhD in Green Marketing at James Cook University and have since held academic roles at the National University of Modern Languages, Charles Darwin University and the University of Wollongong.
Research agenda02
Four connected fields.
One shared purpose.
Building evidence that helps people, organisations and systems make more sustainable choices.
Sustainable mobility
Examining alternative-fuel vehicles, Mobility as a Service and the transition towards lower-impact transport systems.
Sharing & circular economies
Investigating access-based consumption, AI-enabled sharing ecosystems and the market pathways to circularity.
Marketing for social change
Designing evidence-led interventions for water conservation, public health and more sustainable everyday choices.
Selected publications03
Evidence for decisions that matter.
A selection of recent work across sustainability reporting, responsible consumption, social enterprise and sustainable mobility.
View all research outputs ↗01Measuring Institutional Work in Sustainability Reporting: Scale Development and Validation in the Oil and Gas SectorSustainability reporting02Place attachment, spirituality and residential water conservation behaviour in Australia’s Northern TerritoryWater conservation03Norms-Driven Behaviour Change for GHG Reduction: A Meta-Analytic Review of High and Low Involvement BehaviorsMeta-analysis04Measuring sustainability in social enterprises: Development and validation of a multi-dimensional frameworkScale development05Do the theories of planned behaviour and protection motivation provide sufficient and necessary conditions for residential water conservation?Consumer behaviour06Unlocking the Maze: Exploring Nested Ecosystem of Mobility as a Service through Systematic Literature ReviewSustainable mobility
Teaching & supervision04
Learning by making decisions
Teaching strategy as a lived experience.
I design active learning experiences that connect theory to real organisations, sustainability challenges and consequential marketing decisions.
Social & Sustainability Marketing
SDGs, sustainable consumer behaviour, value co-creation, circularity, social change and applied campaign strategy.
Consumer Behaviour
Psychological and social foundations of choice, translated into authentic consumer research and market decisions.
Marketing Strategy
Competitive analysis, market choices, positioning and simulation-based strategy across multiple decision rounds.
Strategic Marketing Management
Evidence-led strategic thinking, segmentation and positioning for managers working with complex markets.
Current PhD scholars3
AA
Amani Alzahrani
Community-based tourism ecosystems and sustainable destination development
Principal supervisorSM
Sidra Munawar
Drivers of hotel guests’ sustainable behaviours
Associate supervisorSC
Safiye Caferoglu
How consumers authenticate sustainable products across generations
Supervisory teamCompleted PhD scholars5
✓
Charles Baah
Residential water conservation behaviour in Australia’s Northern Territory
Principal supervisor✓
Ghulam Murtaza
Mobility as a Service and traveller preferences in an emerging economy
Principal supervisor✓
Fouzia Yasmin
Social-enterprise sustainability measurement and inclusive growth
Associate supervisor✓
Hania Rehman
Practice variation and comparability in sustainability reporting
Associate supervisor✓
Tran Yen
Drivers of tobacco consumption and smoking cessation behaviour
Associate supervisorResearch & simulation studio05
Strategy in motion
Where students run the market, not just read about it.
My simulation portfolio turns marketing strategy into a sequence of team decisions, competitor responses and measurable market outcomes.
Discuss a teaching collaboration ↗Simulation 01Pilot build
Strategic Marketing Simulation
Supermarket industry edition
Student teams manage competing supermarket brands through market analysis, targeting, value proposition, pricing, channel, communications and sustainability decisions.
Team-basedMulti-roundAI-supported
Live simulation link will be addedResearch translated into simulation
The evidence behind the decisions
Consumer choice
Segment needs, value perceptions and behaviour shape demand across competing offers.
Strategic dynamics
Competitor moves, market feedback and cumulative choices create an evolving marketplace.
Sustainability value
Environmental and social decisions become part of positioning, performance and legitimacy.
Experience & professional portfolio06
A career spanning practice, teaching and research.
University of Wollongong
Senior Lecturer in Marketing · School of Business
Charles Darwin University
Lecturer, then Senior Lecturer in Business
National University of Modern Languages
Lecturer, then Assistant Professor of Marketing
IGI Insurance
Assistant Manager · Sales & Marketing
Professional standing
Senior Fellow
Advance HE
Certified Practising Marketer
Australian Marketing Institute
Professional Member
Australian Marketing Institute
Graduate Certificate
University Teaching & Learning
Academic milestone · 2019
Recognition at Convocation
A proud professional milestone reflecting an enduring commitment to scholarship, university service and the transformative value of education.
Consulting & engagement07
Academic rigour.
Practical direction.
I work with universities, organisations and research teams on projects where marketing insight, sustainability and robust evidence need to meet.
Sustainability & social marketing strategy
Evidence-led diagnosis and strategic pathways for behaviour change, responsible consumption and SDG-aligned value.
Research design & advanced methods
Meta-analysis, systematic review, experimental design, SEM, discrete-choice research and scale development.
Curriculum & simulation design
Assessment, learning activities and decision simulations that translate strategy into authentic student experience.
Academic mentoring & research development
HDR supervision, publication strategy, collaborative projects and research impact development.
Training & workshop opportunities08
Build capability for credible impact.
Customisable training for academics, research teams, organisations and postgraduate cohorts - delivered as focused seminars, practical workshops or multi-session programs.
Research methods
Meta-analysis resources & training
From review protocol and effect-size extraction to heterogeneity, publication bias, moderation and theory-building from accumulated evidence.
Protocol designEffect sizesMeta-regression
Organisational change
Sustainability transformation for organisations
Moving beyond symbolic commitments to diagnose systems, align stakeholders and embed sustainability across strategy, culture and market practice.
TransformationStrategyStakeholders
Measurement & evaluation
Sustainability impact measurement
Selecting meaningful indicators, building defensible frameworks and translating environmental and social outcomes into useful evidence.
FrameworksIndicatorsReporting
Interested in a tailored program for your team or institution?
Enquire about trainingNews & field notes09
Current work and new ideas.
Selected updates from research, publishing and teaching innovation.
Sharing Economy in the Age of AI
A forthcoming Springer Nature edited volume exploring markets, morality and ecosystems in AI-enabled sharing.
Book projectNew scale for institutional work in sustainability reporting
A validated tool for understanding the regulative, normative and cognitive work underpinning reporting practice.
Read the paper ↗Building a modular marketing strategy simulation
A multi-industry learning environment in which teams compete through linked strategic marketing decisions.
Explore the simulation ↗Beyond the university · Tourism, fitness & cricket10
Tourism & place
Curious about the world,
one destination at a time.
Travel and tourism are both a personal passion and an enduring source of insight into place, culture, hospitality and consumer experience.
Fitness & wellbeing
Energy for the work,
balance for the journey.
Training and cycling provide time to reset, sustain focus and enjoy the connection between physical wellbeing, discipline and performance.
Cricket
A lifelong appreciation of strategy, temperament and the contest.
Cricket is where patience and pressure meet - a game of patterns, adaptation and decisive moments that has remained a personal passion.
Contact & collaboration11
Let's turn a promising idea into meaningful work.
I welcome conversations about research collaboration, doctoral supervision, consulting, invited talks and simulation-based teaching.
muhammad_a_saleem@uow.edu.au ↗School of Business · University of WollongongWollongong, NSW, Australia