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Sustainable Consumption Institute

Chunhua Ye

Chunhua Ye graduated from Alliance Manchester Business School, The University of Manchester, UK, with an MSc in Marketing.

Chunhua Ye

Her master’s dissertation in Marketing examined the moderating role of consumer confidence index in the relationship between financial wellbeing and consumption. When she was doing the research, she recognised the increasing consumption as well as rapidly increasing waste in emerging countries. Then, she made the decision to do research on sustainability.

Research title

Comparisons between British and Chinese supply chain managers’ cognitive frames and how they interact when making decisions

Research project

Chunhua’s PhD research is on the implementation of sustainable supply chain management (SSCM) theories and modelling in the real world cases. Specifically, it is about how cultural differences influence managers’ adoption of sustainability in their work, and the differences in managers’ decision-making process.

Research interests

Chunhua is interested in how people process information about sustainability and how they adopt it in their real life and work, particularly in the concepts of:

  • Adoption and implementation of sustainability
  • Sustainable supply chain management
  • Cultural differences

Her focus will be on the sector of clothing and textile. And she is also interested in consumers’ adoption of sustainable ideas and how to influence their consumption patterns.

Supervisors

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