I am currently a Ph.D. student in Marketing at The Hong Kong University of Science and Technology, where I study the psychological drivers behind consumer behavior, with a special focus on sustainability and how digital marketing shapes these behaviors.

My interest in this field really took shape during my time at the prestigious CEMS Master’s in International Management. Working alongside classmates from all over the world showed me just how much our everyday choices are influenced by culture and digital environments. That experience sparked my passion for digging deeper into the complex mix of factors that guide what people buy and why.

What drives me most is the belief that research should lead to real-world impact. I want my work to provide insights that help businesses, policymakers, and educators make smarter decisions that are good for people and good for the planet. For me, marketing is not just about selling products; it’s a powerful way to understand human behavior and promote sustainability.

I bring a combination of empathy and analytical rigor to my research. I’m always curious to understand the “why” behind the data and enjoy connecting ideas from different fields to create new frameworks that address complicated problems.

Communication is a big passion of mine. In 2025, I won the HKUST Three Minute Thesis (3MT®) competition, which challenged me to explain my research clearly and engagingly to a broad audience. That experience reinforced how important it is to share ideas in ways that resonate beyond academia.

Outside of research, I’m fascinated by how the digital world shapes consumer culture and social connections. I also love exploring new cities through their street food scenes, which keeps me grounded and inspired. When I need a break, you’ll often find me on the tennis court or football pitch.