Dr. Yi Li

Biography

Dr. Yi Li is a leading researcher in consumer behavior, bridging psychological theory with practical marketing applications. He has particular expertise in sustainable consumption, digital marketing, and consumer decision-making. As the Department Director of Research at Macquarie Business School, he drives innovative research initiatives while maintaining an impressive publication record in top-tier marketing journals. His pioneering research on sustainable consumer behavior has focused on carbon emission awareness and plant-based food choices, with findings published in prestigious journals such as Nature: Communications. Additionally, he has conducted groundbreaking work on algorithmic recommendations and consumer trust, relevant to e-commerce and digital marketing. Dr. Li has an extensive research portfolio that includes price perceptions, payment methods, and purchase decisions, with publications in FT50 journals. He has made significant contributions to understanding consumer behavior during the COVID-19 pandemic and has a strong history of presenting at prestigious international conferences. His collaborative experience includes active partnerships with the NSW Behavioural Insights Unit.

Research Interests