معرفی
Dr. Lei Cong is a Senior Lecturer in the Department of Agribusiness and Markets at Lincoln University's Faculty of Agribusiness and Commerce in New Zealand. With a strong interdisciplinary background spanning consumer behavior and food sciences, Dr. Cong serves as a member of the AGCM Postgraduate Committee since 2021.
Dr. Cong's educational background includes a PhD from University of Otago, New Zealand, an M.Eng from Shanghai Ocean University, China, and a B.Eng from Shandong University of Technology, China. Their academic journey also includes previous positions as Lecturer in Agri-food Management and Marketing at Lincoln University (2020-2024), Tutor at University of Otago's Department of Food Science (2019), and Research Assistant at the same institution (2017-2018).
Dr. Cong's research focuses on interdisciplinary Agri-food Marketing with particular interests in sustainable food development, consumer-led new product development, promotion of new technologies, and food regulation. Their work addresses critical issues such as alternative proteins, food waste reduction, consumer risk perception, country of origin effects, and cultural influences on food choices. By understanding target consumers and markets, Dr. Cong's research contributes to both academic knowledge and practical applications for food and beverage providers.
Dr. Cong's publications demonstrate expertise across multiple domains including sustainable food systems, alternative proteins, consumer behavior toward novel food technologies, and food safety perceptions. Their research often takes a cross-cultural perspective, comparing consumer attitudes between China, New Zealand, the US, and other countries. The work has significant implications for food innovation, marketing strategies, and policy development in the agri-food sector.
- Consumer Idealised Design for Plant-based Alternatives: $5,000 NZD + $6,000 SGD
- Exploring consumers' perceptions across cultures: ¥60,000
- Activating Māori Elements in Wine Label Design: $5,000
- Alternative Protein in Commercial Human and Pet Foods: $5,000
- Behavioural Insights for Food Assurance Practices: $346,000
Dr. Cong has received numerous research grants as both Principal Investigator and Co-investigator, including projects on plant-based alternatives, consumer perceptions across cultures, alternative protein products, and food assurance practices. These projects have been funded by Lincoln University, New Zealand-China Food Protection Network, and various international partners with total funding exceeding hundreds of thousands of dollars.
Dr. Cong is an active member of professional organizations including The New Zealand Institute of Food Science and Technology and the International Food and Agribusiness Management Association (IFAMA). They also serve as an NZ-based Expert of New Zealand-China Food Protection Network and Committee Member of New Zealand-China Society of Science, Technology and Education.
