SOAS University of London

School of Finance and Management

Ms Wenwei Li

LLB(Shanghai), BA(Shanghai), MA(UAL)
  • Research
  • Publications


Wenwei Li
Ms Wenwei Li
Email address:
Thesis title:
Promoting Sustainability in China and Consumer Psychology
Year of Study:
Internal Supervisors

PhD Research

China has enjoyed significant economic growth over the last three decades. Such growth has led to significant social changes. Contrasting the rapid economic and social changes, environmental and ecological degradation is severe and imperative need to change. Hence, the Chinese government put effort in refining laws and regulations in relation to the environmental impact caused by industries, firms and individuals. Recently, the Chinese people start to put social pressures on firms to green their products and production process. This creates challenges and opportunities for firms in China. Green marketing strategies that identify the green consumer, predict and promote green products and build green brand equity are essential for firms to improve their market positions in China.


My research interests focus on the sustainability of marketing issues associated with Business-to-Consumer (B2C) relationships, especially how firms within industries promoting sustainability in China, and the strategies used to engage consumers with more sustainable products. Such interests include:

  • Consumer psychology
  • Green consumptions
  • Consumer engagement
  • Brand relationships
  • Sustainable fashion


The source of publications is currently unavailable or does not comply with formatting requirements.