Yi Li

Dr. Yi Li is a Senior Lecturer and Department Director of Research at Macquarie Business School, specializing in consumer behavior research. Her work bridges psychological theory and marketing applications, with expertise in sustainable consumption, digital marketing, crisis management, and consumer decision-making. She holds a PhD from HEC Paris, a Master’s from Bocconi University, and a Bachelor’s from Fudan University.

Her research focuses on carbon emission awareness, digital consumer psychology, and pandemic-era consumer behavior. She collaborates with the NSW Behavioural Insights Unit and maintains an international research network. Notable achievements include a 'Best Paper Award in Consumer Behavior Track' (2018) and leadership in research initiatives like the 'Agility and Excellence in Business' project. She advises on policy, sustainable business practices, and crisis management strategies.