Y (Yi) Zhang MSc

Y (Yi) Zhang MSc

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Yi Zhang is a PhD researcher in the Marketing and Consumer Behavior Group since September of 2020. She graduated with a Bachelor's degree in Psychology from East China Normal University in 2018 and with a Research Master's degree in Social Psychology from Vrije Universiteit Amsterdam in 2020.

Under the supervision of Dr. Erica van Herpen and Dr. Ellen van Loo, her PhD research focuses on consumer adaptability to undesirable food in retail and household contexts. Her PhD research contains the following projects: 

  1. Save near-expired food: Does a message to avoid food waste affect food purchase and household waste prevention behaviors? 
  2. How do consumers treat surplus food in surprise bags at home? The influence of food liking. 
  3. Share more, waste less: A food sharing intervention to reduce household waste of near-expired food. 
  4. When sharing is scaring: Hesitance to share suboptimal food due to fear of negative responses from recipients.