Project Title: The Inhibiting Impact of Green Demotivators on the Adoption of Green Practices

Supervisor: Professor Shintaro Okazaki, Dr Fatima Wang

Year of Entry: 2021, Full-time

Vicky began her doctoral journey at King's Business School in 2021 under the joint supervision of Professor Shintaro Okazaki and Dr. Fatima Wang. Her research focuses on the intersection of consumer behaviour and marketing communication, with a particular interest in sustainable marketing and ethical consumption.

Prior to joining King's, Vicky earned an MBA in International Business from National Taiwan University and a Bachelor's degree in Business Administration from National Taipei University. During this time, she gained valuable experience as a research assistant and worked with a non-profit organisation in Taiwan, where she conducted sales data analysis and contributed to marketing strategy planning. She also has industry experience from the corporate banking sector.

Vicky's recent work delves into the demotivating psychological factors in green advertising, aiming to enhance the effectiveness of green CSR communication. Her research is supported by grants, including the Impact Seed Fund at King's Business School and the Taiwanese Overseas Pioneers Grants Program from the National Science and Technology Council in Taiwan. Vicky's work has been published in Psychology & Marketing. She was invited to write a column on “The Social Impact of Academia” in the newsletter of the American Academy of Advertising.

In addition to her research, Vicky teaches International Marketing and played a pivotal role in developing an ESG programme for executive leaders. As a dedicated member of the academic community, Vicky serves as a PhD representative and actively organises events for doctoral students at King's Business School.