Skip to main content

Exploring the role of moral norms and neutralisation in environmentally conscious behaviour: The case of UAE Consumers


CBiS Pump Priming Fund and Abu Dhabi University




Dr. Carmela Bosangit

Prof. Marylyn Carrigan

Dr Solon Magrizos

Dr. Shilpa Iyanna (Abu Dhabi University)

Abu Dhabi University


This research seeks to understand the environmentally conscious behaviour of consumers in United Arab Emirates. The Ecological Footprint of the United Arab Emirates (UAE) is one of the highest in the world at 9.5 global hectares per capita; therefore it is imperative to understand factors that may influence environment ally conscious behaviour and determine causes for attitude-behaviour discrepancies in environmentally friendly consumer behaviours among UAE consumers. 

Through focus group discussions and in-depth interviews with Emiratis and expatriates in Abu Dhabi and Dubai, the research aims to:

  • To  explore to what extent “moral norms” influence environmentally conscious behaviour
  • To determine whether  “neutralisation” can explain the attitude-behaviour discrepancies evident in consumers’ environmentally conscious purchase behaviour
  • To understand environmentally conscious behaviour in a non-western context 


Results of the research will be presented in a seminar organised in Abu Dhabi for UAE policymakers and businesses. A 2-3 page policy paper will be produced to highlight the study findings for dissemination via the websites of CBiS and Abu Dhabi University’s Centre of Excellence in Sustainable Business Processes.

 Queen’s Award for Enterprise Logo
University of the year shortlisted
QS Five Star Rating 2023