I am a Ph.D. student in Marketing at the Hong Kong University of Science and Technology, researching the psychological drivers behind consumer behavior, with a focus on sustainability and the interplay with digital marketing.

My journey began during my CEMS Master’s, where collaborating with peers from diverse backgrounds revealed how our everyday decisions are deeply personal narratives shaped by culture and digital influence. This ignited my passion for understanding the complex factors that guide our choices.

I am driven by the conviction that research must create tangible change. My work generates insights to empower businesses, policymakers, and educators to make decisions that benefit both people and the planet. I see marketing as a powerful lens for understanding human behavior and a tool for fostering a more sustainable future.

As a researcher, I am deeply empathetic and analytically rigorous, striving to understand the ‘why’ behind the data. My interdisciplinary mindset allows me to connect disparate ideas and build novel frameworks to solve complex problems.

Beyond research, I explore how the digital world shapes consumer culture and connection. This complements my love for travel and street food in a new city. To stay grounded, I find balance on the tennis court or football pitch. These experiences ensure my work remains connected to the vibrant reality of everyday life.