Ø Education
2011-2014 Studied in Business School of Jilin University for Doctor’s Degree.
2005-2008 Studied in International Business and Management School of Shanghai International Studies University for Master’s Degree.
2001-2005 Studied in International Business and Management School of Shanghai International Studies University for Bachelor’s Degree.
Ø Working Experiences
2017 – present Teaching in Business School of Beijing Technology and Business University
2015 – 2017 Working as the post-doctoral researcher in Guanghua School of Management of Peking University
2009 – 2011 Working as the Publicity Manager in Richemont Commercial Company Limited
2008 – 2009 Working as the Communication Associate in Unilever China
●Research Interests
Green Consumption, Cause marketing, pro-environmental behavior, consumer well-being, family consumption
●Courses
Marketing, Social Psychology and Cause marketing
●Publications
Ø Papers
Selected Academic Articles
Yang Li, Dandan Yang, Yan Sun, Yong Wang. Motivating Recycling Behavior – Which Incentives Work, and Why? , Psychology & Marketing，Aug 2021.
Yong Wang, Shuo Chen, Dandan Yang, Yang Li*. What Type of Consumption Induces or Alleviates Consumer Psychological Distress? Evidence From the COVID-19 Pandemic in China, Frontiers in Psychology, Aug 2021.
Yan Sun, Yang Li*, Yong Wang, Fangmin Li. Understanding the Emotion Coping Strategies during Public Emergencies – From the Perspective of Psychological Distance, Frontiers in Psychology, Nov 2021.
Sun Yan, Yang Li*, Bo-feng Cai, Qi Li. Comparing the explicit and implicit attitudes of energy stakeholders and the public towards carbon capture and storage, Journal of Cleaner Production, Apr 2020.
Yang Li. Are country-of-origin stereotypes weaker among younger Chinese generations? , International Journal of Market Research, June 2019.
Taiyang Zhao, Xiaomeng Zuo, Yang Li*. Hedonism or self-growth? The Influence of Perceived Control on Individual Product Preferences for Individuals Under Self-Threat, Asia Pacific Journal of Marketing and logistics, Dec 2020.
Yang Li, Dandan Yang. The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China, Sustainability, June 2021.
Yang Li. The Research on the Impact of Marketing Information and Others Presence on Pro-environmental Products Purchase Intention, Social Behavior and Personality, July 2018.
Yuanchao Gong, Yang Li, Linxiu Zhang, Yan Sun. Informal learning in nature education promotes ecological conservation behaviors of nature reserve employees—a preliminary study in China, Global Ecology and Conservation, Sep 2021.
Shuai Wang, Zepeng Tong, Yang Li, Xinyi Yu, Yan Sun. Implicit attitudes toward wildlife products, Global Ecology and Conservation, Dec 2020.
Ziyue Zhao, Yuanchao Gong, Yang Li, Linxiu Zhang, Yan Sun. Gender Related Beliefs, Norms, and the Link with Green Consumption, Frontiers in Psychology, Dec 2021.
Meng Wang, Yuanchao Gong, Shuai Wang, Yang Li, Yan Sun. Promoting support for Carbon Capture and Storage with social norms: evidence from a randomized controlled trial in China, Energy Research & Social Science, Apr 2021.
Dan Yue, Zepeng Tong, Jianchi Tian, Yang Li, Yan Sun. How Public Epidemic Context Impacts the Effectiveness of Anthropomorphic Strategies for Wildlife Conservation, International Journal of Environmental Research and Public Health, Apr 2021.
Yang Li. Research on the effect of intervention strategies on garments recycling behaviors. Journal of Marketing Science, July 2018. (in Chinese)
Yang Li. “Management model for garment recycling programs of fast-fashion brands: A case study of H&M” Journal of Management Case Studies, April 2018. (in Chinese)
Yang Li, Guoqun FU. “An IAT based study of country-of-origin stereotype among Chinese post-80’s and post-90’s generations”, Management Review, Aug 2018. (in Chinese)
Yang LI. “NVIVO Analysis on Green Commuting Behavior of Chinese Urban Travelers”, Social Science Front, May 2017. (in Chinese)
Ø Book
Management of Chinese Environmental Protection Behavior: Intervention Strategies and Mechanism, Economic Science Press, Aug. 2018.
Ø Projects
Project leader of National Natural Science Funds of China: “Research on Recycling Behaviours”.
Project leader of Beijing Social Science Funds: “Research on the Retailing Optimization in Beijing Neighborhood”.
●Services & Awards
Ø Awards
1. Excellent Researching Award by Beijing Technology and Business University, 2019.