Dr Wenwei Li

Innovation adoption and diffusion, Sustainability, Branding, Design innovativeness, Consumer Psychology, International marketing • Innovation Adoption and Consumer Psychology: Focusing on how consumers perceive and adopt sustainable technologies, with an emphasis on understanding the psychological journey consumers undertake in the EV market. • Market Diffusion Behaviours: Analysing consumer decision-making processes and the factors influencing the adoption of EVs in global and local Chinese markets. • Branding and International Marketing: Examining how branding strategies influence consumer psychology and decision-making in the context of sustainable technology adoption. • Design and Sustainability: Investigating the role of product design in fostering sustainable consumer behaviour, with a focus on the intersection of aesthetics, functionality, and environmental responsibility. • Cross-Disciplinary Integration: Merging insights from law, marketing, design, and psychology to provide a holistic view of consumer behaviour and market trends.