SEEDLING: Sustainability Education and Experiential Development through Learning and Innovation for the Next Generation

Ong DLT; Madeline Tan; Amy Osmond; Ngoc Han Phan

SEEDLING: Sustainability Education and Experiential Development through Learning and Innovation for the Next Generation

Ong DLT
, Madeline Tan
, Amy Osmond
, Ngoc Han Phan

Research output: Contribution to conference › Presentation › peer-review

Abstract

Project SEEDLING addresses the superficial treatment of sustainability in education by moving beyond "green" acts toward systemic understanding. Bridging secondary education and responsible marketing, the project utilizes co-design and gamification to cultivate consumer-citizen capabilities in young people. By integrating digital nudging and justice-oriented narratives, SEEDLING transforms students into proactive market actors. This interdisciplinary approach fosters long-term behavioural change and sustainable value creation; study emphasizes collaborative development and pedagogical innovation.

Original language	English
Publication status	Accepted/In press - 2 Apr 2026
Event	Academy of Marketing Conference 2026: Breaking Boundaries – Unlocking Potential - Etihad Stadium, Manchester, United Kingdom Duration: 6 Jul 2026 → 9 Jul 2026 https://academyofmarketing.org/am2026-conference/

Conference

Conference	Academy of Marketing Conference 2026
Abbreviated title	AM2026
Country/Territory	United Kingdom
City	Manchester
Period	6/07/26 → 9/07/26
Internet address	https://academyofmarketing.org/am2026-conference/

Cite this

@conference{eaf5be7785894d2694093c48e4a375ef,

title = "SEEDLING: Sustainability Education and Experiential Development through Learning and Innovation for the Next Generation",

abstract = "Project SEEDLING addresses the superficial treatment of sustainability in education by moving beyond {"}green{"} acts toward systemic understanding. Bridging secondary education and responsible marketing, the project utilizes co-design and gamification to cultivate consumer-citizen capabilities in young people. By integrating digital nudging and justice-oriented narratives, SEEDLING transforms students into proactive market actors. This interdisciplinary approach fosters long-term behavioural change and sustainable value creation; study emphasizes collaborative development and pedagogical innovation. ",

author = "Ong DLT and Madeline Tan and Amy Osmond and Phan, \{Ngoc Han\}",

year = "2026",

month = apr,

day = "2",

language = "English",

note = "Academy of Marketing Conference 2026 : Breaking Boundaries – Unlocking Potential, AM2026 ; Conference date: 06-07-2026 Through 09-07-2026",

url = "https://academyofmarketing.org/am2026-conference/",

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TY - CONF

T1 - SEEDLING: Sustainability Education and Experiential Development through Learning and Innovation for the Next Generation

AU - DLT, Ong

AU - Tan, Madeline

AU - Osmond, Amy

AU - Phan, Ngoc Han

PY - 2026/4/2

Y1 - 2026/4/2

N2 - Project SEEDLING addresses the superficial treatment of sustainability in education by moving beyond "green" acts toward systemic understanding. Bridging secondary education and responsible marketing, the project utilizes co-design and gamification to cultivate consumer-citizen capabilities in young people. By integrating digital nudging and justice-oriented narratives, SEEDLING transforms students into proactive market actors. This interdisciplinary approach fosters long-term behavioural change and sustainable value creation; study emphasizes collaborative development and pedagogical innovation.

AB - Project SEEDLING addresses the superficial treatment of sustainability in education by moving beyond "green" acts toward systemic understanding. Bridging secondary education and responsible marketing, the project utilizes co-design and gamification to cultivate consumer-citizen capabilities in young people. By integrating digital nudging and justice-oriented narratives, SEEDLING transforms students into proactive market actors. This interdisciplinary approach fosters long-term behavioural change and sustainable value creation; study emphasizes collaborative development and pedagogical innovation.

M3 - Presentation

T2 - Academy of Marketing Conference 2026

Y2 - 6 July 2026 through 9 July 2026

ER -

SEEDLING: Sustainability Education and Experiential Development through Learning and Innovation for the Next Generation

Abstract

Conference

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