Dr. Adaviah Mas’od
Dr. Adaviah Binti Mas’od has been with Universiti Teknologi Malaysia (UTM) since 2005 and currently serves as a Senior Lecturer in Marketing and Entrepreneurship at the Faculty of Management. She is also Alumni Manager for her faculty and has more than 18 years of teaching experience, spanning undergraduate and postgraduate programmes. Her main expertise lies in social and behavioural change, with a focus on sustainability marketing, green marketing, pro-environmental behaviour, social marketing, consumer behaviour, and marketing communication. She has authored over 160 publications, including more than 20 indexed articles, and actively leads collaborative research projects with both Malaysian and international partners. Dr. Adaviah contributes her knowledge to strategic initiatives such as the Johor Green Development Policy (PPHJ 2030), supporting sustainable industry-university collaborations and promoting the state’s green growth agenda. Her research and teaching consistently emphasise practical applications of social marketing to drive behavioural and societal change, bridging academic insights with real-world impact. She earned her Bachelor’s degree in Management (Marketing) from Universiti Teknologi Malaysia (UTM) and an MBA in Marketing from the University of Malaya. Her PhD, awarded by UTM in 2017, focused on “The Effects of Social Marketing Concepts toward Pro‑Environmental Intention and Behaviour among Female Consumers.”
Indexed-Articles (Scopus & Web of Science)
1. Hasbullah, N. N., Kiflee, A. K. R., Sulaiman, Z., Mas’od, A., & Rahim, H. (2023). Communicating Sustainability Fashion in Marketing Advertisements on the Context of Malaysia: Stimuli Development and Pre-Testing Results. Asian Social Science, 19(1), 1-36.(Link: https://ideas.repec.org/a/ibn/assjnl/v19y2023i1p36.html)
2. Abbas, A. F., Jusoh, A., Mas’od, A., Sahi, A. M., & Khatib, S. F. (2022). Current status of market mavens research: a literature review. Emerging Science Journal, 7(1), 273-288. (Link: https://d1wqtxts1xzle7.cloudfront.net/98341361/1303-4385-1-PB-libre.pdf?1675747134=&response-content-disposition=inline%3B+filename%3DCurrent_Status_of_Market_Mavens_Research.pdf&Expires=1764904488&Signature=beC0q7nNn3wON2tchTjFL8QdBx~a8E4kOmTBxpVTNTDvG6HiiywGiE8ZtVnwcwRQ5G2uMWOr32If3LN9bSWWN9OXVRDesXNQkGibVFTO2EtHR30gxlOhpoDQsh1etOaGUpCaGTkN47zjVimZAmQX1Lc5FW4apb2ZnQ5~hBIBhc7mWTKudXlcz7JRE0mQuY-fCHFfeeliZo4I~~YLSHBxLKsAwp~uLT26LnWoK6Iyh0fd545vqyr-BSO9~XnOJymO3avoa400T-vSce0QN~VQ2Ee~pUWTOX7SyUxP4TbNGxQSWPlFAGiNAm0miHg71oBbHVw6VU6~T~sGqU60Lj4drQ__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA)
3. Zhang, W., Mas’ od, A., & Sulaiman, Z. (2022). Moderating effect of collectivism on Chinese consumers’ intention to adopt electric vehicles—An adoption of VBN framework. Sustainability, 14(19), 12398. (Link: https://www.researchgate.net/profile/Weitao-Zhang-13/publication/364081536_Moderating_Effect_of_Collectivism_on_Chinese_Consumers’_Intention_to_Adopt_Electric_Vehicles-An_Adoption_of_VBN_Framework/links/63385e73769781354eaeac45/Moderating-Effect-of-Collectivism-on-Chinese-Consumers-Intention-to-Adopt-Electric-Vehicles-An-Adoption-of-VBN-Framework.pdf)
4. Sulaiman, Z., Ahmad Sugiran, H. S., Hasbullah, N. N., Mas’ od, A., Hashim, S., & Bradley, D. A. (2022). Public awareness of consumer products containing radioactive materials: Empirical evidence from Malaysia. International journal of environmental research and public health, 19(4), 2326. (Link: https://www.mdpi.com/1660-4601/19/4/2326)
5. Mas’od, A., Sulaiman, Z., Hashim, N. H., & Khalifah, Z. (2016). The Moderating Role of Integrated Persuasive Communication Messages towards Pro-Environmental Behaviour. Soc. Sci, 11, 4924-4931. (Link: https://www.researchgate.net/publication/312227963_The_moderating_role_of_integrated_persuasive_communication_messages_towards_pro-environmental_behaviour)
6. Mas’od, A., & Chin, T. A. (2014). Determining socio-demographic, psychographic and religiosity of green hotel consumer in Malaysia. Procedia-social and behavioral sciences, 130, 479-489. (Link: https://www.sciencedirect.com/science/article/pii/S1877042814029668)
Research Interest
Marketing, Consumer behaviour, Social and behavioural changes, Sustainability, Pro-environmental behaviour
Number of PhD supervisees
Availability of Supervision
Yes
Research Title Available for Supervision
1. Marketing
2. Consumer behaviour
3. Social and behavioural changes
4. Sustainability
5. Pro-environmental behaviour
