Building a sustainable digital economy: Leveraging AI to drive resource efficiency and eco-friendly consumer behaviour

We are offering a self-funded PhD position with the Brunel Business School. The project focuses on building a sustainable digital economy by leveraging AI to drive resource efficiency and eco-friendly consumer behaviour.

Applications are accepted on a rolling basis.

If you have any questions about the project or would like to arrange an informal discussion, please reach out to Dr Pantea Foroudi at pantea.foroudi@brunel.ac.uk.

The project

In the age of digital transformation, the environmental impact of the digital economy has come under increasing scrutiny.

As the demand for digital services grows, so do the associated energy consumption and resource use, from data centres to digital devices and online transactions.

This PhD project aims to investigate how AI can be harnessed to promote a sustainable digital economy, focusing on resource-efficient practices, eco-conscious consumer behaviour, and responsible digital branding.

This research will explore several key areas:
  1. AI for optimising digital resource consumption - Examine how AI-driven systems can minimise the environmental footprint of digital services. This includes optimizing data centre energy consumption, enhancing server efficiency, and using AI to streamline digital marketing campaigns to reduce carbon emissions. The student will explore algorithms that can help tech firms balance performance with energy efficiency and investigate practical applications to reduce digital resource wastage.
  2.  Encouraging sustainable digital consumption through AI - Investigate how AI-powered recommendations can encourage consumers to make sustainable digital choices. This might include promoting low-energy devices, encouraging users to choose greener digital service providers, or nudging consumers toward actions that minimise their digital carbon footprint. The research will analyse consumer behaviour data to understand what drives eco-conscious digital habits and how brands can encourage these behaviours through targeted messaging.
  3. AI in digital waste reduction and circularity - Explore the role of AI in reducing digital waste by promoting circular economy principles, such as device reuse and recycling. This topic will include studying how AI can support brands in designing campaigns that promote the recycling of digital devices and the use of eco-friendly, recyclable materials. It will examine how AI can help brands manage end-of-life digital products, extending their life cycles and reducing e-waste.
  4. Sustainable e-commerce and digital marketing practices - Analyse how AI can support sustainable e-commerce, focusing on creating eco-friendly digital marketing campaigns that minimise energy use and waste. The student will study methods for reducing the carbon impact of digital ads and promoting sustainable product choices in online shopping platforms. This research could involve partnerships with e-commerce companies to test AI-driven strategies for green branding and sustainable digital advertising.
  5. Policy and stakeholder collaboration for a sustainable digital economy - Investigate the role of collaboration between tech companies, policymakers, and sustainability advocates in creating standards and policies for a sustainable digital economy. This topic will focus on how AI can aid in data gathering and analysis to support policy-making for sustainable digital practices, encouraging the use of eco-friendly technologies and consumer habits. 

As a postgraduate researcher, you will:

  • Address the urgent need for sustainability in the digital economy, offering practical insights into reducing the environmental impact of digital operations
  • Gain expertise in AI-driven resource optimisation, digital marketing for sustainability, and eco-conscious consumer behaviour
  • Collaborate with industry stakeholders, policymakers, and sustainability advocates

Eligibility

Candidates should have a foundation in digital marketing, sustainability, or business studies, with a particular interest in AI applications for environmental sustainability.

Knowledge of data analysis, consumer behavior, and sustainable business practices would be beneficial.

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 (Hons), MA, BA (Hons)) is the Business Manager and Solution Architect at Foroudi Consultancy and the Director of the Sustainable Digital Economy Area of Excellence. She also serves as the Head of the Research Group in Marketing and Corporate Brand Management, a Member of the School Management Board (SMB), and a Reader in Marketing and Corporate Brand Management. Since 1996, Pantea has built extensive experience in design, branding, and marketing, establishing herself as a creative innovator and practical problem-solver in visual identity, graphic design, and branding across various sectors. Pantea's primary research interests focus on consumer behavior, using a multidisciplinary approach across two key areas: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Her research has been widely published in leading international academic journals, including the British Journal of Management, International Journal of Management Reviews, Regional Studies, Journal of Business Research, European Journal of Marketing, and the International Journal of Hospitality Management. Pantea's scholarly impact has been recognized globally. She was listed as the FIRST in "top scholarly output" in the UK and Europe and ranked FOURTH worldwide for the period 2016–2022 (December 2022). She has also been featured in Stanford University’s Top 2% of Scientists ranking, as per Elsevier’s Scopus database (2024, 2023, and 2022). In addition to her academic achievements, Pantea has extensive editorial experience as an associate and senior editor for renowned journals, including the International Journal of Hospitality Management, Journal of Business Research, International Journal of Contemporary Hospitality Management, European Journal of International Management, and more. Her work continues to make significant contributions to the fields of marketing, corporate branding, and sustainability.

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.