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 Omar Mohammed

Omar Mohammed

Research student, Business


I am a second year PhD researcher in Marketing and Strategy at Cardiff Business School. My research looks at exploring the social and psychological barriers which may impact consumers’ buying behaviour of Battery Electric Vehicles (BEV) across Wales.


  • 2020 - MSc in Social Science Research Method (SSRM)

  • 2019 - MSc in International Management

  • 2018 - BSc in International Economics and Finance

Outside of academia, I enjoy training for and competing in running and cycling events. I am currently training for the 2022 Welsh Duathon 


Research interests

  • Sustainability 

  • Green technology consumption 

  • Psychological ownership

  • Battery Electric Vehicles (BEVs)

Recent Projects

  • CARBS 2021 Marketing and Stratergy Colloquium. Video submission:

  • Presented a short abstract at the British Academy of Management 2021 - Paper titled: How can the lens of psychological ownership be used to understand the influence of the extended self concept on green technology ownership and address consumer barriers to BEV adoption


- BS3747 Cultural Markering (Undergraduate), Teaching Assistant

- BS3002 Asian Managment Systems (Undergraduate), Teaching Assistant

- BS3012 Digital Marketing (Undergraduate), Teaching Assistant

- BST192 Service Marketing (MSc), Teaching Assistant


Sustainable Transport: A Behavioural Study Investigating the Implementation of Battery Electric Vehicles in Wales

The transition to driving electric is welcomed and well supported by industry stakeholders as well as Governments. However the acceptance and adoption of Battery Electric Vehicles (BEVs) are met with wide spread barriers and in some cases avoidance among consumers. My research will aim to address this by investigating the psychological factors impacting BEV consumption by adopting the lens of psychological ownership, extended self concept and self conscious emotions. This research focuses on Welsh consumers given that Wales has the least number of Electric Vehicle users compared to the other UK nations presenting an opportunity for research. Whilst current research has presented various factors in relation to barriers of adoption of which emphasis on the instrumental attributes ( purchase cost, battery range, charging ect) my research aims to introduce a new dynamic in understanding consumer buying and consumption behaviour by understanding how consumers view and form attachments to their possession and whether this can be used to influence consumers to adopt BEVs. A mixed methods approach to investigate this study will be adopted. This will see quantitative data collected through surveys of non-BEV users and qualitative data collected through focus groups of current BEV users as well as expertise insight from the Welsh Government representatives through interviewing. This theoretical contribution of bridging the gap between psychological ownership , possession, extended self and green technology consumption will support stakeholders and provide knowledge and confidence to all individuals associated with BEV as a sustainable solution to consumer transport. 

Funding source

ESRC Wales



Dr Carolyn Strong

Reader in Marketing and Strategy

Zoe Lee

Dr Zoe Lee

Senior Lecturer in Marketing and Strategy

Gordon Foxall

Professor Gordon Foxall

Distinguished Research Professor