Updated on 2026/04/16

写真a

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

Research Experience

  • 2024.09
    -
    Now

    The Association for Overseas Technical Cooperation and Sustainable Partnerships   Adjunct Lecturer

  • 2023.04
    -
    Now

    Waseda University   School of Commerce   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

  • JGM Best Paper Award

    2026.02   The International and National Conference on Business Administration and Accountancy 2026   Influence of AI-generated Advertising on Purchasing Behavior

  • 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

    17
    Citation
    (Scopus)

Presentations

  • Green Marketing Practices: Profit Impact by Context

    Bjoern Frank, August Grupp, Yingfei Hu

    2nd Industrial Marketing Management Oceania and Asia Summit 

    Presentation date： 2025.11

    Event date：
    2025.11
    　
    　

  • Incentivizing Green Supply Chain Actions across Cultures

    Bjoern Frank, August Grupp, Yingfei Hu

    22nd ANZAM Operations, Supply Chain and Services Management Symposium 

    Presentation date： 2025.11

    Event date：
    2025.11
    　
    　

  • Factors Influencing Patient Decisions on Robotic Surgery

    Yingfei Hu, Bjoern Frank, Kentaro Shimoura

    22nd ANZAM Operations, Supply Chain and Services Management Symposium 

    Presentation date： 2025.11

    Event date：
    2025.11
    　
    　

  • Implications of AI-Human Differences in Green Ad Design Effectiveness for Sustainable Services

    Yingfei Hu, Björn Frank

    2025 Frontiers in Service Conference 

    Presentation date： 2025.07

    Event date：
    2025.07
    　
    　

  • Adoption of Robotic Surgery Services: Personal, Situational, and Technological Determinants

    Björn Frank, Yingfei Hu, Kentaro Shimoura

    2025 Frontiers in Service Conference 

    Presentation date： 2025.07

    Event date：
    2025.07
    　
    　

  • AI-Human Green Ad Design Differences: Behavioural Impact

    Yingfei Hu, Bjoern Frank

    2024 ANZMAC Conference 

    Presentation date： 2024.12

    Event date：
    2024.12
    　
    　

  • Maximizing the Effectiveness of Ecolabels to Incentivize Ethical Consumption

    Bjoern Frank, Karen Peters, Yingfei Hu

    24th Asia Pacific Industrial Engineering & Management System Conference 

    Presentation date： 2024.11

    Event date：
    2024.11
    　
    　

  • Consumer Reactions to Women's Career Advancement: Manufacturing vs. Service

    Yingfei Hu, Björn Frank

    2024 Frontiers in Service Conference 

    Presentation date： 2024.06

    Event date：
    2024.06
    　
    　

  • Service Brand Recovery from Greenwashing: Effectiveness and Contingency Factors

    Björn Frank, Yingfei Hu, Wonjun Joung

    2024 Frontiers in Service Conference 

    Presentation date： 2024.06

    Event date：
    2024.06
    　
    　

  • 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
    　
    　

  • The Customer Impact of Environmental Sustainability in Different Phases of the Product Life Cycle

    Bjoern Frank, Xin Shen, Yingfei Hu, Boris Herbas-Torrico

    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

 

Internal Special Research Projects

  • Effective Green Advertising: When AI Works Best and When to Rely on Human Designers

    2025  

    　View Summary

    This study examines the effectiveness of generative AI, including tools such as ChatGPT, Claude, and Gemini, in green advertising, a domain that plays a critical role in promoting sustainable consumption and environmentally responsible markets. As AI becomes increasingly integrated into marketing practice, an important question arises as to whether AI-generated content can match or surpass human professionals in communicating environmentally relevant information, particularly in contexts where ethical meaning, emotional resonance, and trust are central. Drawing on processing fluency theory, this research conceptualizes advertising effectiveness as driven by the ease with which consumers process message content, distinguishing between perceptual fluency (ease of surface-level processing) and conceptual fluency (ease of meaning-based interpretation). Based on two large-scale experiments involving nearly 6,000 consumers in Japan, spanning 30 scenarios across six product categories, the findings show that the relative effectiveness of AI- versus human-created green advertisements depends on multiple contextual factors, including product characteristics, advertising design features, and consumer values. Specifically, AI-generated ads are more effective in contexts characterized by lower complexity and lower consumer involvement, such as utilitarian and lower-priced products, shorter and more structured messages, brand-owned platforms where narrative depth or emotional subtlety in green advertising is less expected, and audiences with weaker environmental concern, where perceptual fluency plays a dominant role. In contrast, human-generated ads outperform AI in contexts that require deeper interpretation and emotional and moral evaluation, including hedonic or higher-priced products, longer or more ambiguous messages, independent platforms where credibility is more salient, and audiences with stronger environmental values, where conceptual fluency becomes more important. These findings highlight that AI and human creators possess complementary strengths rather than substitutive capabilities. The study contributes to research on AI in marketing and green advertising by identifying processing fluency as a unifying mechanism that explains when AI or humans are more effective in sustainability communication. From a practical perspective, the results suggest that organizations can enhance the effectiveness of green advertising by strategically aligning the use of AI and human input with the complexity of the message and the values of the target audience, thereby improving consumer understanding of environmental attributes and supporting the broader transition toward more sustainable consumption patterns, while also informing responsible and effective communication strategies in practice.