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Mr Hanjia Duan

Mr Hanjia Duan

Research interests

  • Consumer resistance
  • Sustainable innovation
  • Consumer psychology

More research


Hanjia Duan is a postgraduate research student based in Southampton Business School at the University of Southampton. Hanjia Duan’s research focuses on sustainable development and consumer psychology. Sustainable development plays a critical role in the current marketing place for reducing the negative impact on the environment and saving resources on production. However, consumers have a different view of sustainable related products and services. Consumer behaviour shows significant diversity in sustainable development when consumer-facing sustainable development policy, marketing strategy and sustainable products. Hanjia’s current research orientation focuses on consumer psychology to find a better way to establish consumer commitment to sustainable development.


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