Mr Yanpeng Pei

Overview

Yanpeng Pei is a PhD Candidate at Cardiff Business School in the Marketing and Strategy Section and a member of The European Marketing Academy (EMAC). His research focuses on how cultural values, social norms, psychological factors and digital innovations influence food practices and food waste behaviour. He is particularly interested in sustainable consumption, food waste consumer behaviour and the role of digitalization in driving behaviour change. His current project investigates how digital food ordering platforms contribute to food waste in China by examining platform design, consumer decision-making and psychological drivers, with the aim of identifying effective behavioural and technological interventions to support waste reduction. Yanpeng’s research aims to inform policymakers, digital platform providers and businesses working to reduce food waste and promote more sustainable consumption habits.