Levin Zhu

Levin Zhu is an Assistant Professor of Marketing at the Shidler College of Business, University of Hawaiʻi at Mānoa. His research focuses on sustainable product demand, consumer behavior, and firm strategies. He holds a PhD in Marketing from Duke University’s Fuqua School of Business and a BA in Economics and Mathematical Methods in the Social Sciences from Northwestern University.

Education:

• PhD in Marketing, Duke University (Fuqua School of Business)
• BA in Economics & MMSS, Northwestern University

Research Interests: Sustainability marketing, pricing strategies, consumer learning, and analytical modeling. He examines how sustainability claims, brand positioning, and consumer context influence demand for eco-friendly products.

Labs/Teams: Associated with the Shidler Behavior Lab, focusing on experimental consumer behavior research.

Teaching: Courses include Principles of Marketing and Software Tools in Marketing.