Updated on 2024/04/22

Affiliation
Faculty of Commerce, School of Commerce
Job title
Research Associate

Professional Memberships

  • 2022.12
    -
    Now

    Japan Society of Marketing and Distribution

  • 2020.10
    -
    Now

    Japanese Society for Quality Control

Research Areas

  • Commerce   Green Marketing, CSR

Research Interests

  • Green purchasing

  • Green marketing

  • CSR

Awards

  • Excellent Presentation Award

    2021.11   The Japanese Society for Quality Control   Does Empowering Female Employees Make A Firm More Profitable? The Mediating Role of Consumer Reactions to Female Empowerment

  • Best Paper Award

    2021.06   Global Corporate Governance Institute   The Role of Consumer Attitudes in Explaining the Profit Impact of Female Empowerment at Work

 

Papers

  • Market success through recycling programs: Strategic options, consumer reactions, and contingency factors

    Yingfei Hu, Björn Frank, Zhenpeng Lu

    Journal of Cleaner Production   353   131003  2022.06  [Refereed]  [International journal]

    Authorship:Lead author

     View Summary

    Environmental problems caused by waste are drawing growing concern worldwide. Such waste problems are even worse in many emerging markets, where waste is frequently mismanaged and thus causes significant environmental problems. To alleviate such waste problems and address stakeholders' growing environmental concerns, firms have launched recycling programs as one specific corporate social responsibility initiative. While past studies examine recycling programs from a technical perspective, very little research investigates the marketing benefits of such programs. This study draws on signaling theory to develop hypotheses about how firms can strategically design and market a recycling program to trigger positive consumer reactions. Using hierarchical linear modeling of survey data on mobile phone recycling programs across multiple brands, it finds that multiple strategic options of a recycling program (i.e., a product buyback program, product recycling convenience, and packaging recycling) differentially influence consumers’ brand attitudes, which consequently affect brand loyalty. Furthermore, an analysis of contingency factors (i.e., brand switching risk, public self-consciousness) suggests that a product recycling program affects brand attitudes only when the brand switching risk is low, and that packaging recycling affects brand attitudes more for consumers with higher public self-consciousness.

    DOI

    Scopus

    4
    Citation
    (Scopus)

Presentations

  • Effectiveness of Brand Recovery Actions after Greenwashing

    Björn Frank, Wonjun Joung, Yingfei Hu

    2023 ANZMAC Conference 

    Presentation date: 2023.12

    Event date:
    2023.12
     
     
  • Personal and Situational Determinants of Patients' Adoption of Robotic Surgery

    Björn Frank, Kentaro Shimoura, Yingfei Hu

    2023 IEEE Conference on Systems, Man, and Cybernetics 

    Presentation date: 2023.10

    Event date:
    2023.10
     
     
  • Consumer Reactions to E-Government Services: The Influence of Personal Information Sharing

    Björn Frank, Akira Nishikawa, Yingfei Hu

    2023 IEEE Conference on Systems, Man, and Cybernetics 

    Presentation date: 2023.10

    Event date:
    2023.10
     
     
  • 製品ライフサイクル(使用前・使用中・使用後)の段階における環境持続可能性が顧客に与える影響の比較

    胡 穎飛, フランク・ビョーン, SHEN Xin, HERBAS-TORRICO Boris

    日本商業学会第73回全国研究大会 

    Presentation date: 2023.05

    Event date:
    2023.05
     
     
  • Empowering Women: Market Consequences, Mechanisms, and Contingencies

    Yingfei Hu, Björn Frank

    2022 ANZMAC Conference 

    Presentation date: 2022.12

    Event date:
    2022.12
     
     
  • The Role of Consumer Attitudes in Explaining the Profit Impact of Female Empowerment at Work

    Bjoern Frank, Manae Konishi, Yingfei Hu

    7th International Conference on CSR, Sustainability, Ethics & Governance 

    Presentation date: 2021.06

    Event date:
    2021.06
     
     
  • 製品のリサイクルは顧客維持にどのように貢献できるか

    胡 穎飛, フランク・ビョーン, 蘆 振鵬

    日本品質管理学会第50回年次大会 

    Presentation date: 2020.11

    Event date:
    2020.11
     
     
  • Enhancing Brand Loyalty through Recycling Program Strategy

    Björn Frank, Zhenpeng Lu, Yingfei Hu

    2019 ANZMAC (Australian & New Zealand Marketing Academy) Conference 

    Presentation date: 2019.12

    Event date:
    2019.12
     
     
  • Green Purchasing Mechanisms: Pollution, Salience, and Values

    Yingfei Hu, Björn Frank

    2019 ANZMAC (Australian & New Zealand Marketing Academy) Conference 

    Presentation date: 2019.12

    Event date:
    2019.12
     
     
  • Regional Environmental Pollution and the Importance of Environmental Sustainability in Quality Perceptions

    Yingfei Hu

    2018 Qualcon (National Conference of the Australian Organisation for Quality) 

    Presentation date: 2018.10

    Event date:
    2018.10
     
     
  • Making Green Innovation/Advertising Profitable across B2B Contexts

    August Grupp, Björn Frank, Yingfei Hu

    2017 ANZMAC (Australian & New Zealand Marketing Academy) Conference 

    Presentation date: 2017.12

    Event date:
    2017.12
     
     
  • Does Environmental Pollution Influence Green Purchasing Behaviour?

    Yingfei Hu, Björn Frank

    2017 ANZMAC (Australian & New Zealand Marketing Academy) Conference 

    Presentation date: 2017.12

    Event date:
    2017.12
     
     

▼display all

Research Projects

  • Contextual Moderators of Green Purchasing Behavior: Differences by Country, Industry, and Brand

    Project Year :

    2023.08
    -
    2025.03
     

    Yingfei HU