PhD student profile - Xiao Wang
Thesis title: Novel food alternatives in China: from purchase intention to purchase habit
Research summary
Xiao’s research examines Chinese consumers’ purchase intentions and continued consumption of novel food alternatives, including plant-based meat, plant-based milk, 3D-printed foods, and insect-based products.
The study explores the influence of factors such as consumer knowledge, motivations, social norms, and food neophobia on the acceptance and sustained consumption of these products.
Conference papers
- Xiao, X. (2025). From trial to habit: Understanding Chinese consumers’ purchase intention and continued consumption of novel food alternatives. Paper presented at the International Food Marketing Research Symposium (IFMRS), Athens, Greece, 17–19 June.
Current teaching
- Research Methods in Marketing
- Research and Professional Skills in Organisational Behaviour and Human Resource Management
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