Tayyba Fatima (Shifa Tameer-e-Millat University) Pakistan

Tayyba Fatima is currently serving as a Senior Lecturer in Marketing at Shifa Tameer-e-Millat University, Islamabad. She is also pursuing her PhD in Marketing from COMSATS University Islamabad, where her doctoral research focuses on mindful consumption. Her academic and research interests are closely aligned with the United Nations Sustainable Development Goals (SDGs), particularly in the domains of sustainable marketing practices, ethical consumption, and responsible consumer behavior. Driven by a passion for sustainability, she aims to contribute to the development of marketing strategies that foster mindful consumption and create a balance between consumer well-being, business growth, and environmental responsibility. In the future, she aspires to expand her work in sustainable marketing and continue bridging the gap between theory and practice to promote responsible consumption patterns globally.