Yi Li

Dr. Yi Li is a leading consumer behavior researcher whose work bridges psychological theory and practical marketing applications, with particular expertise in sustainable consumption, digital marketing, and consumer decision-making. As the current Department Director of Research at Macquarie Business School, she drives innovative research initiatives while maintaining an impressive publication record in top-tier marketing journals.

Research Impact & Expertise

Sustainable Consumer Behavior: Pioneering research on carbon emission awareness and plant-based food choices, with findings published in prestigious journals including Nature: Communications (under review) and Appetite
Digital Consumer Psychology: Groundbreaking work on algorithmic recommendations and consumer trust, particularly relevant for industry applications in e-commerce and digital marketing
Consumer Decision-Making: Extensive research portfolio on price perceptions, payment methods, and purchase decisions, published in FT50 journals including Journal of Consumer Psychology and Journal of Academy of Marketing Sciences
Crisis Management: Significant contributions to understanding consumer behavior during the COVID-19 pandemic, with implications for industry crisis response strategies