PhD research student
Qualifications:
- Bachelor of Science (Chemistry), Singapore
- Joint MSc in Science (Science Communication), Singapore and Australia
Thesis title: Edutainment Content Marketing as a Catalyst for Sustainable Fashion Consumption: Bridging the Attitude–Behaviour Gap through Perceived Value, Knowledge, and Consciousness
PhD start date: February 2025
Supervisors: Professor Lisa McNeill and Associate Professor Sergio Biggemann
Email yual4939@student.otago.ac.nz
Research summary
Why do consumers who care about sustainability still choose fast fashion? Alice’s research examines how edutainment content marketing can influence more sustainable fashion choices. It explores the mediating roles of green perceived value (GPV), perceived knowledge, and consciousness for sustainable consumption (CSC) in bridging the attitude–behaviour gap. Grounded in the Value–Belief–Norm (VBN) framework, her study offers insights into how digital content strategies can shift consumer behaviour toward sustainability in the fashion industry.
Research interests
- Sustainability Marketing
- Consumer Behaviour
- Digital Marketing
- Content Marketing
- Science Communication
- Sustainability Education