Yuanfeng Cai

Dr. Yuanfeng Cai serves as a Lecturer of Business Administration at the National Institute of Development Administration (NIDA) in Bangkok, Thailand, with over a decade of teaching and research experience in the Department of Business Administration.

Her academic credentials include:

• Bachelor’s degree in International Business Administration from Siam University, Thailand
• Master’s degree in Entrepreneurship Management from Mahidol University, Thailand
• Ph.D. in Marketing Management from Mahidol University, Thailand
• Postdoctoral research in Marketing at Xiamen University, China
• Visiting researcher position at the Chinese University of Hong Kong

Dr. Cai specializes in sustainable consumer behavior and technology’s influence on purchasing decisions, bridging marketing theory with environmental consciousness and digital innovation. Her work examines psychological drivers behind eco-friendly consumption and how emerging technologies reshape retail interactions, contributing to evolving frameworks in ethical marketing and consumer psychology.

She actively supports academic discourse as a reviewer for leading journals including Information Systems Journal (SSCI), Asia Pacific Journal of Marketing and Logistics (SSCI), International Journal of Retail and Distribution Management (SSCI), and International Review of Retail, Distribution and Consumer Research.

No documented scientific awards were identified in the source material. Regarding student mentorship and research funding, the available text provides no specifics on advisees, grant acquisitions, or sponsored projects. Similarly, no laboratory facilities, research teams, or institutional collaborations were referenced in the provided information.