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Research area(s)

My research centres on the convergence of well-being and conscientious consumption practices, embodying my vision of a world where individuals celebrate their diversity in harmony, thriving through cooperation, while preserving the environment and transcending cultural, ethnic, and ideological boundaries. 

Adopting the principles of societal marketing, my work offers insights into the pivotal role of consumers in shaping a future that champions environmental consciousness and social responsibility. I believe that individuals hold the power to drive positive societal transformation through their daily consumption choices and behaviours.

My research is inherently interdisciplinary, and I actively collaborate with charitable organisations, businesses, and policymakers. By bridging the divide between academia and practical application, I strive to translate my research findings into tangible strategies that effect meaningful change and societal impact. My work is featured in reputable publications including the British Journal of Management, Annals of Tourism Research, International Marketing Review, Industrial Marketing Management, Journal of Business Research, among others.

Research Interests

I'm working on the following projects and welcome collaborations:

• 
• Older adults as ageing consumers, healthy ageing practices and wellbeing
• Promoting Wales to international tourists as a global tourist destination
• Migrants as ethnic consumers, their identity, acculturation and their role in the host societies. 
• Educating children as agentic consumers to reduce food waste

Research group(s)

Project details

My recent research projects are listed below. If you are interested in knowing more about these, please email me for more information.

• Happy to Chat 
• Trust and Covid policy compliance (funded by ESRC) 
• COVID-19 and the reservoir of trust: public health, public opinion and policy outcomes
• Voices of the invisible migrant cleaners for COVID recovery: Heroes, threats or victims
• Covid’s impact on Taiwanese migrants living in the UK
• Chinese manufacturers' green customer cooperation
• The spill-over effect of food waste education, from children to adults, from school to home
• Ageing consumers' adoption of healthy ageing practices
• Tiger parenting? Parenting styles and characteristics
• Food waste reduction campaign, designed by children for children
• Sustainable food consumption, designed by children for children
• A comparative study of business relationships between UK suppliers and buyers from China and India