Obaid Amin

Biography

Dr. Obaidullah Amin (FHEA) is a lecturer in Marketing at the School of Management, University of Bradford. He holds a PhD in Marketing from the University of Bradford. Currently, Dr. Amin serves as the Programme Director for the BSc Marketing portfolio, which has been a Flagship BSc programme for several years and has received accreditation from the Chartered Institute of Marketing (CIM). In addition to administrative responsibilities, Dr. Amin leads the module of Marketing Planning and Strategy and Consumer Behaviour. Dr. Amin supervises Masters and PhD dissertations on Consumer psychology, Green marketing, Pro-environmental behaviours, and sustainable consumer behaviours. 

Previously, Dr. Amin obtained a Master’s degree in Management and Marketing from the University of Sheffield, where he was recognised as a Top Performer. He has also completed training in business negotiations and international marketing at ESADE Business School in Barcelona. His research interests encompass sustainable buying behaviours, theoretical innovations in consumer cognitive models, and the articulation of responsible consumption within the hospitality, tourism, and retail sectors. He has also demonstrated proficiency in publishing his work in top-tier ABS 4 journals.  Dr. Amin has successfully secured both internal and external awards and grants. Notably, in September 2018, he was awarded a substantial grant of 12,570£ GBP from the University of Sheffield to support his Master’s Program. In July 2024, he received a Research Quality Enhancement (RQE) funding of 2,000 GBP from the University of Bradford School of Management.

Research

Dr. Amin primarily undertakes research on sustainable consumer behaviours from a multidisciplinary perspective, integrating psychological and sociological frameworks. His research expertise is underpinned by quantitative multivariate data analysis, and he aims to combine experimental and quantitative methodologies for future projects. Currently, he is engaged in research projects that explore sustainable consumption and pro-environmental behaviours, incorporating psychological perspectives within a multi-country context. As an ECR, Dr Amin has recently published his work on eco-tourism and self-congruity theory in the Journal of Travel Research (ABS 4, ABDC A*).  Dr. Amin is currently undertaking additional (ABS 3 & ABS 4) projects in collaboration with highly skilled researchers both locally and internationally. 

Teaching

Dr. Amin has taught various courses over the last few years at both Undergraduate and Postgraduate Levels. 

• Marketing Planning and Strategy
• Consumer Behaviour in Digital age 
• Digital and Social Media Marketing
• Fundamentals of Marketing
• Introduction to Business Statistics
• Research Methods

Professional activities

Publications