Kai Chen | Green marketing strategy | Best Researcher Award

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Prof Dr. Kai Chen – Green marketing strategy – Best Researcher Award

 

Beijing Forestry University | China

Professional Engagements

Dr. Chen is actively involved in professional organizations. He has served as the deputy director of the Green Consumption and Green Marketing Committee of the China University Marketing Research Association. His expertise is also recognized through his role as an expert reviewer for journals such as Journal of Retailing and Consumer Services, Journal of Cleaner Production, and Journal of Environmental Management.

Profiles 

Scopus

📍Current Position

Dr. Kai Chen is the esteemed Head of the Department of Marketing at Beijing Forestry University, China. With a robust academic and professional background, Dr. Chen is renowned for his significant contributions to marketing management, particularly in the realms of green consumption and online consumer behavior.

📝Publication Achievements 

Journals Published

He has published 17 academic articles in prestigious journals indexed by SCI or SSCI, contributing valuable insights into the field of marketing.

 

🔍Ongoing Research 

Dr. Chen has led and completed more than ten major research projects, including those funded by the National Social Science Fund of China (Grant No. 13CJY090), the Social Science Fund of Beijing (Grant No. 14GJB048), and a major project by the National Social Science Fund of China (Grant No. 20ZDA087). Currently, he is engaged in two ongoing research projects: one funded by the Social Science Fund of Beijing (Grant No. 23&ZD096) and another by the Fundamental Research Funds for the Central Universities (Grant No. 2023SKY02). His research contributions are well-recognized, with a citation index of 265 in SCI and Scopus databases.

🔬Research Interests 

Dr. Chen has successfully completed over 10 major research projects, including those funded by the National Social Science Fund of China and the Social Science Fund of Beijing. He is currently working on two ongoing projects, showcasing his continued engagement and leadership in cutting-edge research. His work has garnered significant recognition, with 265 citations in SCI and Scopus databases. Additionally, he has been involved in five consultancy or industry-sponsored projects, reflecting his impact beyond academia.

🎓Academic Background 

Dr. Kai Chen is a distinguished professor of marketing management at Beijing Forestry University. He has contributed significantly to the field, notably as a co-author of the acclaimed textbook The General Theory of Marketing. His research primarily explores consumer behavior, with a particular focus on green consumption and online consumption behavior, as well as green production behaviors among farmers. With over 100 published academic articles, Dr. Chen demonstrates extensive expertise and a robust academic portfolio.

🏆Scholarships and Awards 

Dr. Chen is a candidate for the Best Researcher Award, recognizing his outstanding contributions to the field of marketing management and sustainable practices.

🌐Professional Associations 

His roles as deputy director of the Green Consumption and Green Marketing Committee and as an expert reviewer for reputable journals reflect his leadership and influence in the field. His collaborations with international scholars further emphasize his global impact and commitment to advancing marketing research.

 📚Training & Workshops 

His work has been influential in shaping contemporary understanding of green consumption and production behaviors. He has also been involved in 5 consultancy and industry-sponsored projects, further bridging the gap between academic research and practical application.

🎤Oral Presentations 

Dr. Chen has been involved in five consultancy or industry-sponsored projects, applying his expertise to real-world marketing challenges and strategies.

🧑‍🔬Tasks Completed as a Researcher 

Dr. Chen holds prominent positions in professional organizations: Deputy Director of the Green Consumption and Green Marketing Committee of the China University Marketing Research Association. Expert reviewer for Journal of Retailing and Consumer Services, Journal of Cleaner Production, and Journal of Environmental Management.

🚀Success Factors 

Negative-framed messages combined with injunctive norms are more effective, while positive-framed messages work better with descriptive norms, especially in different dining scenarios (e.g., business banquets vs. family gatherings). Competence-oriented messages boost green purchase intentions when advertisements lack green appeals, whereas warmth-driven messages are more effective for green appeals.

🧪Publications & Laboratory Experience

Dr. Chen has published four notable books with ISBNs in the marketing field: Green Marketing (ISBN 978-7-302-62439-4) Marketing (ISBN 978-7-300-26717-3) Marketing Research (ISBN 978-7-300-31457-0) Marketing Research and Analysis (ISBN 978-7-300-29014-0)

📚Publications:

Nianjiao Peng | Growth Strategy | Best Researcher Award

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Dr. Nianjiao Peng – Growth Strategy – Best Researcher Award

Guang Dong University of Finance | China

Profiles 

Scholar

📍Current Position

She currently serves as a Lecturer at the Guangdong University of Finance. She is deeply involved in teaching and research, focusing on the dynamic fields of Digital Finance, Internet Finance, Financial Technology, and Big Data. Her role includes mentoring students, leading research projects, and collaborating with various academic and industry partners.

📝Publication Achievements 

Her educational journey is both extensive and distinguished: Ph.D. in Economics: Shenzhen University, China (2022) M.Sc. in Economics: Miami University, USA (2013) . B.S. in Finance: Central South University of Forestry and Technology, China (2011). She also spent a year as a visiting scholar at the University of Edinburgh (2017-2018) and has postdoctoral research experience from the University of International Business and Economics.

 

🔍Ongoing Research 

Her ongoing research focuses on digital finance, internet finance, financial technology, and big data. She is involved in several research projects and continues to explore innovative solutions in these areas.

🔬Research Interests 

Her research interests lie at the intersection of finance and technology. Her areas of focus include: Digital Finance, Internet Finance ,Financial Technology, Big Data, These interests drive her work in developing innovative financial solutions and analyzing the impacts of technology on financial markets.

🎓Academic Background 

She earned her Ph.D. in Economics from Shenzhen University, Shenzhen, China, in 2022. She obtained her M.Sc. degree from Miami University, the United States, in 2013, and her B.S. degree in Finance from the Central South University of Forestry and Technology, China, in 2011. From 2017 to 2018, she was a visiting scholar at the University of Edinburgh. Additionally, Dr. Peng has worked as a Postdoctoral Research Fellow at the University of International Business and Economics.

🏆Scholarships and Awards 

Her been recognized for her outstanding contributions to the field of finance and economics. She has received various scholarships and awards, highlighting her dedication and excellence in research.

🌐Professional Associations 

She is an active member of several professional associations, contributing to the advancement of knowledge and practice in her field.

 📚Training & Workshops 

Her regularly participates in and conducts training sessions and workshops, sharing her expertise and staying updated with the latest developments in her research areas.

🎤Oral Presentations 

She has delivered numerous oral presentations at national and international conferences, disseminating her research findings and engaging with the academic community.

🧑‍🔬Tasks Completed as a Researcher 

As a researcher, she has successfully completed several key tasks, including: Leading and managing research projects, Publishing high-impact research papers, Collaborating with fellow researchers and institutions, Mentoring students and junior researchers,

🚀Success Factors 

She attributes her success to her dedication, continuous learning, and collaborative approach. Her ability to integrate interdisciplinary knowledge and apply innovative methods has been crucial to her achievements.

🧪Publications & Laboratory Experience

Her extensive publication record and hands-on laboratory experience underscore her expertise and contributions to the field of digital finance and financial technology.

Citations

   Citations    35

📚Publications: