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Research Seminar Series - Education and Marketing of sustainability programs and its effect on behaviour in society

Event information

START DATE 20 February 2019

Middlesex University Dubai, Oasis Theatre

END DATE 20 February 2019

We are pleased to invite you to our Wednesday Research Seminar. It will be held on February 20th from 4pm, at Middlesex University Dubai in the Oasis Theatre, Block 16, Knowledge Park.

Wednesday Research Seminar Series was launched in 2008, and has featured more than 245 presentations to date. The seminars provide a forum for researchers to share their work. Presenters include faculty from Middlesex University Dubai and other universities in the United Arab Emirates, as well as researchers from other global institutions. Andrew Mackenzie will deliver seminar on:

“Education and Marketing of sustainability programs and its effect on behaviour in society”

Andrew Mackenzie


Parents and school play an important role in developing children’s behaviour and attitudes, however, little is known about the effect of children’s behaviour in turn altering environmental and social behavioural aspects of older generations with regards to sustainability. The objective is to identify how best to design future programmes so they can positively change behaviour in society. From personal observation, through discussion and written feedback, an effect to behaviour of older siblings and parents of children exposed to the Simply Bottles campaign has been identified.

The proposed exploratory study will look at qualitative research results, through interviews of parents and the effect on their behaviour driven by children. Quantitative measurements of the programmes effect on recycling numbers, i.e. the increase in the amount of plastics recycled in the school year. Simply Bottles, which is currently running in over 65 school in Dubai, is a Plastic Bottle recycling campaign working with Businesses, Schools, Non-Profits and Consumers to increase the recycling of PET plastics across the United Arab Emirates. Creating awareness, educating about plastic waste and recycling, the program provides participants with a practical solution to plastic collection for recycling.


Andrew Mackenzie is a lecturer specialising in Marketing and Management at Middlesex University Dubai with over 19 years’ experience in education and training. Currently Andrew’s research interest is in the field of sustainability and he is driving recycling initiatives as an ambassador for the closed loop recycling platform, Simply Bottles. This in turn will lead to exciting studies in understanding the effect of marketing and education on behaviour patterns in sustainable practices in the UAE.

We look forward to welcoming you at the seminar.

If you are interested in presenting at one of our future seminars, or would like to recommend someone, please contact:

Middlesex Associates FZ LLC, Dubai Knowledge Park - Blocks 4, 16, 17 & 19
Admissions +971 (0)4 3678100

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