Dr. Siti Intan Nurdiana Wong Abdullah (Diana) serves as a Senior Lecturer in the Department of Marketing at Nottingham Business School, Nottingham Trent University. She joined NTU in 2023 after holding a senior academic position at National University Malaysia (Universiti Kebangsaan Malaysia), where she was Head of Program for postgraduate coursework and led MBA modules in Strategic Marketing and Sales Analysis. As a member of the School's Marketing and Consumer Studies (MACS) Research Group and the Chartered Institute of Marketing, she actively contributes to academic discourse through publications, conference participation, and editorial work. Dr. Abdullah's research centers on sustainable consumption practices, with particular emphasis on sustainable tourism, green consumer behavior, and ethical marketing. Her work explores how environmental consciousness influences tourist behavior, especially among millennials, and investigates circular economy approaches in tourism destination management. She has developed expertise in ecotourism marketing and services management within environmentally conscious contexts, often focusing on marine protected areas and sustainable food consumption patterns. Her research demonstrates a strong commitment to addressing contemporary environmental challenges through consumer behavior studies. Dr. Abdullah has published extensively across multiple high-impact journals including Journal of Cleaner Production, Environment Development and Sustainability, and Journal of Ecotourism. Her publication record shows a clear trajectory toward increasingly interdisciplinary work that bridges marketing theory with sustainability science. Recent publications demonstrate growing emphasis on digital marketing applications in sustainable contexts, the role of technology in promoting sustainable consumption, and cross-cultural comparisons of green consumer behavior. Nominee for National Outstanding Educator Award 2022 Recipient of Fundamental Research Grant Scheme from Ministry of Higher Education, Malaysia Active reviewer for Journal of Cleaner Production, British Food Journal, Journal of Ecotourism, and Environment Development and Sustainability Track chair for multiple international conferences With over 15 years of teaching experience, Dr. Abdullah has supervised numerous MBA projects and doctoral students. Her industry engagement extends beyond academia through collaborations with NGOs including World Wildlife Fund (WWF), Ecotourism & Conservation Society Malaysia, Kechara Soup Kitchen, and Raleigh International. Prior to her academic career, she managed global sales and supply chain operations for a South Korean multinational company and ran a small business importing handmade bags made by single mothers in Vietnam, demonstrating her practical business experience alongside academic expertise.
