Research & scholarship
Consumer evidence for sustainable technology adoption.
Research connecting consumer behaviour, sustainable consumption, multicultural markets, technology adoption, UX, and product experience.
Doctoral dissertation · 2026
Electric vehicle purchase in Canada: Influence of cultural factors.
Laurentian University · Interdisciplinarity, Culture and Society
Read the dissertation record (opens in a new tab)↗How cultural identity, environmental values, technology readiness, and social context influence electric-vehicle purchase behaviour in Canada.
Research themes
- Consumer decision-making
- Sustainable consumption
- Electric-vehicle adoption
- Multicultural technology adoption
- UX, product design & customer experience
Manuscripts submitted
- Environmental concern and electric vehicle adoption intentions in Canada: A comparison of car owners and non-car owners. Manuscript submitted to World Electric Vehicle Journal (2026).
- Who is prepared to purchase an electric vehicle? Adoption readiness among non-EV owners in Canada. Manuscript submitted to the Journal of Consumer Behaviour (2026).
Works in progress
- Designing trust: How product aesthetics, interface clarity, and cultural identity shape consumer adoption of electric vehicles.
- What makes consumers choose electric vehicles? A choice-based conjoint model of design, price, charging access, and digital experience.
- Cultural identity, environmental values, and sustainable consumer choice in multicultural markets.
- Gender, technology readiness, and green consumer behaviour: Evidence from a Canadian survey.
Conference presentations
- Cultural factors affecting electric-vehicle purchase behaviour in Canada. Canadian Sociological Association Conference, McGill University, Montréal, Québec (2024).
- Designing a means to enhance and rescue earthquake victims. Earthquake Engineering Conference, Malaysia (2010).
Methods & analysis
Survey and questionnaire design, literature review, consumer and market research, UX research and usability testing, qualitative and quantitative synthesis, descriptive statistics, regression-based analysis, ordered logistic regression, interaction effects, and structural modelling.