Chenyi Zhu

Profile

I am a PhD candidate at Leeds University Business School, within the Management and Organisations Department. Before joining the University of Leeds, I completed a Master’s degree in Strategic Public Relations from the University of Sydney, where I gained a solid understanding of communication strategies and public relations, particularly in areas like health communication and social marketing communication. Before that, I earned a Bachelor’s degree in Psychology from the University of Melbourne, which provided me with a foundation in experimental design and behaviour-related research. These experiences shaped my research interests and prepared me for my current work in consumer behaviour and decision-making of food.

Research interests

My research interests include food waste behaviour, consumer perceptions and attitudes, and healthy eating. My PhD research explores how visual cues, particularly implied motion, affect consumer perception of imperfect fresh produce. By using experimental methods such as the Implicit Association Test (IAT) and mental simulation tasks, I investigate the psychological mechanisms underlying consumer acceptance of imperfect produce, intending to reduce food waste and promote sustainable consumption.