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About
Colleges

AI-Driven Branding for Sustainable Development: Shaping Responsible Consumer Behaviour through Digital Innovation

In an increasingly digital and interconnected world, brands are exploring AI-driven strategies to engage consumers, shape brand perception, and drive sustainable practices.

This project seeks to examine how AI-powered branding can foster sustainable consumer behaviour and contribute to achieving the United Nations Sustainable Development Goals (SDGs).

Building on concepts from branding, digital marketing, and sustainability, this research will explore the potential of AI in creating personalised, responsible branding strategies. The selected student will investigate how AI can drive sustainable consumer choices by analysing digital interactions, creating adaptive marketing content, and promoting transparency in the supply chain. The research will also examine how AI can support brands in addressing SDGs, particularly those focused on responsible consumption, climate action, and economic growth.

The potential research questions for the project are:

  1. How can AI-driven branding strategies influence sustainable consumer behaviour and promote responsible consumption in alignment with the United Nations Sustainable Development Goals (SDGs)?
  2.  What specific AI tools and technologies are most effective in fostering brand transparency and trust among consumers concerned with sustainability?
  3. In what ways can AI-driven personalisation and adaptive marketing content encourage consumers to make eco-conscious choices?
  4. How do consumers perceive AI-driven branding initiatives, particularly those focused on sustainability, compared to traditional branding strategies?
  5. What ethical considerations must brands address when using AI to drive sustainable consumer behaviour, and how do these affect consumer trust and brand loyalty?
  6. How can AI support brands in promoting sustainable supply chain practices, and what impact does this transparency have on consumer behaviour?
  7. To what extent can AI-driven branding campaigns help brands achieve specific SDGs related to climate action, responsible consumption, and economic growth?
  8. What challenges do brands face in implementing AI-driven branding for sustainability, and how can these be addressed to optimise effectiveness?
  9. How do consumers’ digital interactions with AI-driven content affect their long-term commitment to sustainable consumption?
  10. What role can collaboration between AI firms, branding agencies, and sustainability advocates play in advancing AI-driven, sustainable branding practices?

The student will conduct both qualitative and quantitative research, including data analysis of consumer interactions with AI-driven content, interviews with branding and marketing professionals, and potential case studies of brands leading in sustainability. Opportunities for collaboration with industry stakeholders, such as AI firms and branding agencies, may provide practical insights and access to innovative tools.

Expected background

Candidates should have a strong foundation in branding, marketing, or business studies, with knowledge of AI applications or digital marketing strategies being advantageous. An understanding of sustainable development and SDG frameworks will also support the project’s goals. The ideal candidate will possess analytical skills for data interpretation and be comfortable with interdisciplinary research.

How to apply

If you are interested in applying for the above PhD topic please follow the steps below:

  1. Contact the supervisor by email or phone to discuss your interest and find out if you would be suitable. Supervisor details can be found on this topic page. The supervisor will guide you in developing the topic-specific research proposal, which will form part of your application.
  2. Click on the 'Apply here' button on this page and you will be taken to the relevant PhD course page, where you can apply using an online application.
  3. Complete the online application indicating your selected supervisor and include the research proposal for the topic you have selected.

Good luck!

This is a self funded topic

Brunel offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: https://www.brunel.ac.uk/research/Research-degrees/Research-degree-funding. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Brunel alumni enjoy tuition fee discounts of 15%.

Meet the Supervisor(s)

Pantea Foroudi - Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) Artificial Intelligence (AI), (ii) corporate brand design/visual and identity, and (iii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others.

Related Research Group(s)

Marketing and Corporate Brand Management

Marketing and Corporate Brand Management - Our research-active faculty are engaged in cutting-edge applied scholarship across a broad spectrum of marketing areas.

Marketing and Corporate Brand Management - copy

Marketing and Corporate Brand Management - copy - Our research-active faculty are engaged in cutting-edge applied scholarship across a broad spectrum of marketing areas.