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 Omar Mohammed

Omar Mohammed

Research student, Business


I am a 2nd year PhD researcher at Cardiff Business School. I am interested Green Technology Consumption where my research is examining why there is a lack of Battery Electric Vehicle adoption in Wales from a consumer behaviour perspective. The purpose of which is address the low rate of adoption of these cars and provide consumers and stakeholders with key information on achieving wide spread adoption. I am using the theoretical lens of the "Extended Self" whilst also considering how feelings of Pride may shape consumers intention to adopt


  • 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

  • Green Technology Consumption 

  • Battery Electric Vehicle Adoption

  • Extended Self

  • Self Conscious Emotions


Currently Lead Tutor for the following Modules

  • BS3747 Cultural Marketing (Undergraduate)

  • BS3012 Digital Marketing (Undergraduate)

  • BST356 Digital Marketing (Postgraduate - MSc)

Previous Modules Include:

  • BS3002 Asian Management Systems (Undergraduate)

  • BS3725 Advertising and Marketing Communications Management (Undergraduate)


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

The continuous growth of human global population has seen a rise of ongoing concerns about climate change and rising greenhouse gas emissions and how our planet will cope with this in the future. It is believed to tackle these challenges we need to be consuming more ‘Green Technology’. Green technology has been recognised by organisations such as the UN and European Commission as a central component to meet carbon free goals with emphasis on reducing the level of carbon being emitted from transport use. Simply stated, the more green technology being consumed across society the more likely we as a global society become carbon free. Subsequently the introduction of Battery Electric Vehicles (BEV) i.e cars powered entirely by electric battery power, not only coincides with the goal of green technology but directly addresses the carbon emission concerns and wider environment impacts. 

In spite of the support expressed by governments and stakeholders to increase the consumption of green technology primarily by targeting wide spread BEV adoption, the act of adopting and consuming one or in some cases acceptance of them among consumers are not in resemblance with targeted levels of adoption (Biresselioglu et al. 2018; Singh et al. 2020; Higueras-Castillo et al. 2020). To address this matter, academic scholars and wider industry researchers have investigated to understand the possible causes for this. In other words, try to understand the how’s and why’s that drive consumers’ intention to adopt a BEV. Hence this study positions its research to examine consumers’ behaviour towards BEV adoption in Wales from a consumer behaviour perspective.

My research investigates why there is a lack of BEV adoption by seeking to understand how ‘the self’ may shape BEV adoption. The theoretical lens of Belk (1988) Extended Self (where this denotes that we deem our possession can be a physical or symbolic extension and representation of our identity) and consideration of human emotion such as pride is used to understand how this may shape BEV adoption. This study uses mixed methods approach where qualitative data in the form of interviews with current BEV consumers and quantitative data in the form of a questionnaire with non-BEV consumers are used. 

This project intends to develop knowledge that will aid in increasing BEV adoption among welsh consumers and provide key information and recommendations to the Welsh Government and stakeholders concerning BEV adoption and other forms of green technology consumption. 

Funding source

ESRC Wales



Professor Carolyn Strong

Professor of Marketing and Strategy

Zoe Lee

Dr Zoe Lee

Senior Lecturer in Marketing and Strategy

Gordon Foxall

Professor Gordon Foxall

Distinguished Research Professor