Dr Chuah Cindy

Dr Chuah Cindy

  • Senior Lecturer
  • Programme Leader - Master of Marketing (ODL)
Department of Marketing Strategy & Innovation
  • Sunway Business School
SDGs Focus

Biography

Cindy is a marketing academic and researcher whose work sits at the intersection of strategy, sustainability, and meaningful societal impact. She holds a PhD in Business (Marketing) and has further advanced her expertise through the Digital Marketing Strategy programme at Harvard Business School. She is also a PRME-certified Carbon Literate Educator and a HRDC-accredited trainer.

Her academic and professional interests are shaped by both scholarly inquiry and industry engagement. Beyond academia, she has advised Malaysian startups on marketing strategy and business development, experiences that continue to inform her perspectives on innovation, market relevance, and responsible business practices.

Cindy remains actively open to interdisciplinary and industry collaborations, particularly initiatives that seek to align commercial growth with social and environmental progress.

Academic & Professional Qualifications

Certificate in Digital Marketing Strategy, Harvard Business School, United States of America (2024)
Doctor of Philosophy Business, ³Ô¹ÏºÚÁÏÍø, Malaysia (2022)
Master of Business Administration, Quest International University, Malaysia (2018)
Bachelor Hons of Business Administration, Quest International University, Malaysia (2016)

Research Interests

  • Sustainable consumption behaviour
  • Consumer behaviour
  • Education for Sustainable Development
  • Environmental Psychology

Teaching Areas

  • Marketing

Courses Taught

  • Digital Marketing
  • Product Management
  • Sales Management
  • Distribution & Logistics Management
  • Retail Marketing
  • Principles of Marketing

Notable Publications

Journal Articles

  1. Homer, S. T., Poon, W. C., & Chuah, C. (2026). Sustainable development education through student engagement: Findings from a comprehensive study. Quality & Quantity, 60(1), 1–31. 
  2. Chuah, C., Homer, S. T., & Loo, W. H. (2025). Excluded voices: Investigating youth climate anxiety and distress beyond Western contexts. International Journal of Sustainability in Higher Education.
  3. Chuah, C., Homer, S. T., & Loo, W. H. (2025). Mapping regenerative business: A conceptual framework building upon systems thinking in Southeast Asia. Asian Journal of Business Ethics, 14(2), 407–435.
  4. Homer, S. T., Poon, W. C., & Chuah, C. (2025). The role of A.I. in education: A Southeast Asian student perspective through a Unified Theory of Acceptance and Use of Technology lens. Asia Pacific Journal of Education.
  5. Mun, R. C. Y., Chuah, C., & Homer, S. T. (2025). Understanding Malaysian homeowners’ intention to adopt photovoltaic systems for EV charging: An integrated Theory of Planned Behaviour and Diffusion of Innovation approach. Renewable Energy Focus, 56, 100767.
  6. Sharma, R., Kumar, A., & Chuah, C. (2021). Turning the blackbox into a glassbox: An explainable machine learning approach for understanding hospitality customer. International Journal of Information Management Data Insights, 1(2), 100050.

Book Chapter

  1. Homer, S. T., & Chuah, C. (2025). Mindfulness and management. In T. W. Jee, E. Lau, & M. Kilgour (Eds.), Mindful Marketing and Strategic Management: Paving a Sustainable Society through Past, Present, and Future Perspectives (pp. 61–79). Emerald Publishing Limited.

Conference Papers

  1. Chuah, C., Homer, S. T., & Poon, E. (2024). Students’ perspective on Education for Sustainable Development (ESD): An initial exploration into the view of Malaysian students. Paper presented at the Lancaster Education Conference (LUEC 2024), Lancaster University, United Kingdom.
  2. Gaur, S. S., Darda, P., Chuah, C., Sahni, J., & Herjanto, H. (2024). Bridging the gap: Understanding attitudes and behaviors in sustainable consumption. Paper presented at the 1st International Conference on Eco-Friendly and Zero Waste (ICEZ 2024).
  3. Chuah, C., Gaur, S. S., & Ho, J. S. Y. (2020). Bridging the attitude-behaviour gap in sustainable consumption. Paper presented at the American Marketing Association (AMA) Summer Academic Conference 2020, United States.
  4. Chuah, C., Gaur, S. S., & Ho, J. S. Y. (2021). Moral emotions and sustainable consumption: A comprehensive framework. Paper presented at the 16th Annual World Congress of the Academy for Global Business Advancement (AGBA), Indian Institute of Technology Delhi, India.

Achievements & Accolades

Awards

  • 2025 - Dean's Commendation for Research
  • 2024 - Best Paper Award: 1st International Conference on Eco-Friendly and Zero Waste (ICEZ 2024)
  • 2021 - Best Paper Award: 16th Annual World Congress Academy for Global Business Advancement

Research Grants

  • 2026 - Decoding Green: Understanding the Influence of Sustainability Cues on Young Consumers’ Purchase Decisions. Research Accelerator Grant Scheme
  • 2025 - Driving Sustainability Consumption Through Retail Co-Creation: An Empirical Assessment of the MAPED Framework. Research Accelerator Grant Scheme 2/2025
  • 2024 - The Ripple Effect: Examining the Societal and Behavioural Consequences of Climate Anxiety among the Younger Generation in Malaysia. Early Career Researcher (ECR) Grant Scheme, ³Ô¹ÏºÚÁÏÍø
  • 2023 - Exploring Post-Pandemic Sustainable Business Education for University Students. Internal Grant Scheme, ³Ô¹ÏºÚÁÏÍø

Professional Associations

  • 2025 - PRME Certified Carbon Literacy Trainer
  • 2025/26 - Member of Institute of Marketing Malaysia (IMM)
  • 2024/27 - HRDC Certified and Accredited Trainer