Understanding consumer behavior to help future generations
In the retail industry, consumers have more choices of products, goods and services than ever before. Walking into any major grocery store or shopping center, or exploring online, it’s apparent that there is no shortage of selection. While a variety of factors are carefully considered when looking at consumer behavior, two prominent trends have been the focus of University of Tasmania marketing lecturer Lin Yang; the rise of environmentally conscious purchases, and the impact of consumer engagement on social media. With more and more consumers interested in making a green purchase or being swayed by another consumers online opinion, Yang is taking a closer look at the drive behind consumer behavior around the globe.
Environmentally friendly products have made a huge emergence in the retail sector. In most cases, a green alternative can easily be found to almost any product. Strolling down any household product aisle in a grocery store, products are emblazoned with sleek logos, colours and wording suggesting their minimal carbon footprint. Taking a cross-cultural examination at this trend, Yang and her research team discovered that while Australia and New Zealand have easily adapted to this trend, emerging markets like Indonesia have been much slower to take on the green friendly message.
Through her research, Yang has begun to unravel the factors behind green purchase decisions in Indonesia. Yang and her research team has discovered that the largest influence behind a consumer’s purchase is a personal, internal commitment. As environmental issues have come to global attention, more people are trying to do their part in making a change to help protect the planet. Identifying with the green message, consumers see a sense of responsibility to the environment and are making the decision to go green where possible.
“These findings are highly valuable for governments and policy makers. If a government wants to promote a green message to the public the marketing message should emphasize these internal factors. They need to highlight that sense of responsibility and provide more education and training to help consumers be comfortable and confident in these types of purchases.”
Drawing inspiration from personal experience
Originally from the north-west region of China, Yang completed her undergraduate studies in China and on completion of her studies, began to work for an Australian aid project focusing on environmental rehabilitation. Seeing first-hand in her own community the negative impacts people have brought upon the planet drove her to study in this area.
“In some seasons, people would need to walk outside with masks and scarfs over their faces because the dust and sand in the air was so bad it made it difficult to breath. All of the vegetation and plants that stabilized the soil and sand had been ripped up as a result because environmental impacts of overgrazing had been overlooked. Seeing how the community and economy was so deeply impacted by this really sparked my interest in this area to try and make a difference.”
The power of digital word of mouth
Switching the focus of green consumption to the digital realm, Yang has also been focusing on consumers social media and smartphone app engagement and its influence on trust, loyalty and customer retention. Yang’s research also uncovered the drivers of consumer online word of mouth initiation, from online reviews posted in a forum to shared opinions on private messaging apps, after their purchase and consumption in a collectivist culture.
Yang is planning to draw her attention to retail banks within Australia, an industry facing an increasingly negative perception from its users, especially online. With apps and social media presence, it’s easier than ever for consumers to relay their experiences to others and to the retailer itself. Using new technologies Yang’s research is pointing out factors banks need to look into to understand consumers concerns and be able to provide better service and build trusting relationships.
“It’s great that banks are using apps and social media platforms to connect with consumers, but they need to know how to channel their message and use the negative feedback to change the conversation and retain customers. The technology needs to be built into their practice of business.
“It’s common for marketers to be blamed for the poor wellbeing of society, and understandably so. However, my mission is to use my skills as a marketer to help governments, businesses and policy makers drive the conversation in a direction that benefits future generations.”
Dr Yang is a marketing lecturer at the Tasmanian School of Business and Economics. She is interested in the field of consumer green consumption, social media engagement, travel behaviour and cross-cultural marketing practices.
Before joining the University of Tasmania, Dr Lin Yang was a lecturer at Monash University Malaysia, and a teaching fellow at Victoria University of Wellington where she received her PhD. She was involved in teaching undergraduate courses at two New Zealand Universities before moving to Malaysia.
Dr. Yang is a regular contributor to international conferences as a reviewer. She collaborates with international researchers and has co-authored research articles published in international journals such as International Journal of Consumer Studies, Journal of Travel and Tourism Marketing, Australasian Marketing Journal, Journal of Promotion Management, and others. Her primary areas of research lie in consumer behaviour, specifically focusing on green consumption, online word-of-mouth engagement, travel behaviour, and cross-cultural marketing practices.
|Degree||Thesis title||University||Country||Date of award|
PhD in Marketing
Online Word-of-Mouth Communication in a Collectivist Society
Victoria University of Wellington
Postgraduate Diploma in Marketing Management (Distinction)
University of Otago
Graduate Diploma in Marketing
Nelson Marlborough Institute of Technology
Graduate Certificate in Higher Education
Monash University (Malaysia Campus)
Languages (other than English)
- Adjunct Research Fellow, Monash University Malaysia (2018 – present)
- Associate member, Australian Marketing Institute (2019 - present
- Member of Academy of Marketing (2015 - present)
- Member of Marketing in Asia Scholar Group (MAG Scholar) (2008 – present)
- Member of Workplace Health and Wellbeing Committee, Tasmania School of Business and Economics at UTAS
Consumer Behaviour, Consumer Decision Making, Marketing Management, Integrated Marketing Communication
Dr Yang has taught a range of undergraduate courses in the area of Marketing. Having worked in three different countries, she has experience of teaching students from diverse backgrounds, using face-to-face and online teaching methods. Her teaching interests include consumer behaviour, and marketing communication.
Dr Yang and her team was commissioned by Federation of Malaysian Manufacturers (FMM) to conduct a research to determine the adoption of Information and Communication Technology (ICT) among manufacturers in Malaysia. The completed industry report assists FMM in identifying the level of ICT utilisation among manufacturers and improving their ICT adoptions that would give them an advantage in an increasingly competitive business environment.
December 2018: Research seminar on “Consumers’ Green Perception Project”, South Western University of Finance and Economics, Chengdu, China
December 2018: Research workshop on “Thesis: Finding a topic and writing”, South Western University of Finance and Economics, Chengdu, China
December 2016: Research seminar on “Expectations in Transition: Students’ and Teachers’ Expectations on University Assessment Support and Feedback”. School of Marketing & International Business, Victoria University of Wellington, Wellington, New Zealand
Dr Yang is a marketing lecturer at the Tasmanian School of Business and Economics. She has published research articles in the areas of green consumption, tourism marketing, e-WOM, relationship marketing, promotion management and cross-cultural marketing practices. Her publications appeared in International Journal of Consumer Studies, Journal of Travel and Tourism Marketing, Australasian Marketing Journal, Journal of Promotion Management, and others. Her current research focus is on consumer green consumption, social media engagement, and cross-cultural consumer behaviour.
Environment, Resources and Sustainability: Investigating consumer green perception towards environmentally friendly products and consumer scepticism towards green claims.
Creativity, Culture and Society: Investigating how consumers across different cultures respond to marketing practices.
Lin is currently involved in several international projects and has ongoing collaboration with the researchers from Malaysia, New Zealand, UK, India,and China.
- Consumer scepticism toward CSR and green claims
- eWOM for online marketing
- Consumer social media engagement in banking services
- Higher education expectations and experiences in IBCs
Fields of Research
- Marketing (350699)
- Marketing communications (350604)
- Marketing management (incl. strategy and customer relations) (350605)
- Higher education (390303)
- Impacts of tourism (350801)
- Social marketing (350612)
- Translation and interpretation studies (470321)
- Consumer-oriented product or service development (350602)
- Human resources management (350503)
- Human information interaction and retrieval (461003)
- Marketing (150303)
- Expanding knowledge in commerce, management, tourism and services (280106)
- Economic issues in tourism (110401)
- Other education and training (169999)
- Finance services (110201)
- Management, resources and leadership (160204)
- Waste recycling services (110502)
- Other culture and society (139999)
Dr Yang has published articles in journals, books and international conferences. Her publications appeared in International Journal of Consumer Studies, Journal of Travel and Tourism Marketing, Australasian Marketing Journal, Journal of Promotion Management, and others. She has also guest-edited an issue for Asian Journal of Business Research.
Journal Article(12 outputs)
|2019||Yang L, Borrowman L, Tan MY, New JY, 'Expectations in transition: students' and teachers' expectations of university in international branch campus', Journal of Studies in International Education pp. 1-19. ISSN 1552-7808 (2019) [Refereed Article]|
Citations: Scopus - 6Web of Science - 6
|2018||Arli D, Tan LP, Tjiptono F, Yang L, 'Exploring consumers' purchase intention towards green products in an emerging market: The role of consumers' perceived readiness', International Journal of Consumer Studies, 42, (4) pp. 389-401. ISSN 1470-6423 (2018) [Refereed Article]|
Citations: Scopus - 63Web of Science - 48
|2018||Yang L, Tjiptono F, Poon WC, 'Will you fly with this airline in the future? An empirical study of airline avoidance after accidents', Journal of Travel and Tourism Marketing, 35, (9) pp. 1145-1159. ISSN 1054-8408 (2018) [Refereed Article]|
Citations: Scopus - 9Web of Science - 8
|2016||Tan LP, Johnstone M-L, Yang L, 'Barriers to green consumption behaviours: The roles of consumers' green perceptions', Australasian Marketing Journal, 24, (4) pp. 288-299. ISSN 1441-3582 (2016) [Refereed Article]|
Citations: Scopus - 55Web of Science - 46
|2014||Yang L, Fam K-S, Richard JE, ''Word-of-Mouse' in China: In-Depth Interviews', Asian Journal of Business Research, 4, (2 Special Issue) pp. 40-51. ISSN 1178-8933 (2014) [Refereed Article]|
|2011||Ndubisi NO, Khoo-Lattimore C, Yang L, Capel CM, 'The antecedents of relationship quality in Malaysia and New Zealand', International Journal of Quality and Reliability Management, 28, (2) pp. 233-248. ISSN 0265-671X (2011) [Refereed Article]|
Citations: Scopus - 40Web of Science - 30
|2010||Hhoo-Lattimore C, Yang L, Ekiz EH, 'Banking the Kiwi Way: Examining the Underpinnings of Relationship Quality in New Zealand Banks', Banking and Finance Letters, 2, (4) pp. 409-418. ISSN 1308-6588 (2010) [Refereed Article]|
|2010||Yang L, Cheung W-L, Henry J, Guthrie J, Fam K-S, 'An examination of sales promotion programs in Hong Kong: what the retailers offer and what the consumers prefer', Journal of Promotion Management, 16, (4) pp. 467-479. ISSN 1049-6491 (2010) [Refereed Article]|
Citations: Scopus - 10
|2008||Fam K-S, Yang L, Tanakinjal G, 'Innovative sales promotion techniques among Hong Kong advertisers - a content analysis', Innovative Marketing, 4, (1) pp. 8-15. ISSN 1814-2427 (2008) [Refereed Article]|
|2008||Yang L, Jozsa L, Chung K-C, Dai X, Fam K-S, 'Personal selling management in Hungary, Portugal, and New Zealand: Is there a link between personal selling and collectivism', International Journal of Business and Society, 9, (2) pp. 65-74. ISSN 1511-6670 (2008) [Refereed Article]|
|2007||Conejo F, Khoo C, Tanakinjal G, Yang L, 'Neuromarketing: Will It Revolutionise Business?', International Journal of Business and Management, 2, (6) pp. 72-76. ISSN 1833-3850 (2007) [Refereed Article]|
|2007||Hoy VS, Simpson L, Yang L, Guthrie J, Fam K-S, 'Food Retailing and Young New Zealand Adults: The Case of Moderated Chinese Food', International Journal of Excellence in Tourism, Hospitality and Catering, 1, (1) pp. 1-14. ISSN 1993-8683 (2007) [Refereed Article]|
|2004||Haug N, Huo X, Wang W, Sa S, Fan Y, et al., 'Cry for Nature', China Photographic Publishing House, pp. 128. ISBN 7-80007-697-0 (2004) [Authored Other Book]|
Chapter in Book(5 outputs)
|2022||Ma Y, Yang L, 'Sustainable tourism in emerging regional destinations in China: Stakeholder participation in Genhe', Asian Tourism Sustainability, Springer Nature, AS Balasingam & Y Ma (ed) (In Press) [Research Book Chapter]|
Co-authors: Ma Y
|2022||Ma Yue, Yang Lin, 'Sustainable Tourism in Emerging Regional Destinations in China: Stakeholder Participation in Genhe', Asian Tourism Sustainability, Springer Nature, AS Balasingam and Y Ma (ed), Singapore, pp. 101-117. ISBN 978-9811652639 (2022) [Research Book Chapter]|
Co-authors: Ma Yue
|2022||Tjiptono R, Yang L, Setyawan A, Permana IBGA, Widaharthana IPE, 'Tourism Sustainability in Indonesia: Reflection and Reformulation', Asian Tourism Sustainability, Springer Nature, AS Balasingam & Y Ma (ed) (In Press) [Research Book Chapter]|
|2018||Tjiptono F, Yang L, 'To go or not to go: A typology of Asian tourist destination avoidance', Asian Cultures and Contemporary Tourism, Springer, ECL Yang and C Khoo-Lattimore (ed), Singapore, pp. 183-200. ISBN 978-981-10-7979-5 (2018) [Research Book Chapter]|
|2010||Yang L, Fam K-S, 'Retailing in China (PRC)', Sales promotion techniques: best practice from Asia and Europe, Asia Business Research Corporation Limited, K-S Fam, L Jozsa, and JE Richard (ed), Wellington, NZ, pp. 45-57. ISBN 978-0-473-17779-9 (2010) [Research Book Chapter]|
Conference Publication(25 outputs)
|2020||Dwyer Z, Rajaguru R, Yang L, 'Zero-waste management resources and capabilities of small hospitality firms', 2020 Global Marketing Conference at Seoul (Virtual Conference), 5-8 November, online (2020) [Conference Extract]|
Co-authors: Rajaguru R
|2019||Rajaguru R, Yang L, 'Understanding Star Ratings on Product Review Website', Academy of Marketing Conference 2019, 2-4 July 2019, London (2019) [Conference Extract]|
Co-authors: Rajaguru R
|2019||Yang L, Rajaguru R, Kumar S, 'Investigating source differences of online reviews in an emerging market', 2019 ANZMAC Conference Proceedings, 2-4 December 2019, Wellington, NZ, pp. 696-700. ISSN 1447-3275 (2019) [Refereed Conference Paper]|
Co-authors: Rajaguru R
|2019||Yang L, Rajaguru R, Kumar S, 'Investigating source differences of online reviews in an emerging market', ANZMAC 2019 Conference Proceedings, 2-4 December 2019, Wellington, NZ, pp. 696-700. ISSN 1447-3275 (2019) [Conference Extract]|
Co-authors: Rajaguru R
|2018||Tan SZ, Low KH, Tjiptono F, Watabe M, Yang L, 'Cutting through the advertising clutter: The influence of ad-context familiarity on attention and external search behavior', 2018 AMA Winter Academic Conference Integrating Paradigms in a World Where Marketing Is Everywhere: Proceedings, 23-25 February 2018, New Orleans, LA, pp. E-23-E-29. ISBN 978-0-87757-367-8 (2018) [Refereed Conference Paper]|
|2016||Borrowman L, Yang L, 'Investigating students' expectations and experiences on assessment support and feedback: A cross-disciplinary perspective', Learning and Teaching Conference on Educational Innovation for Employment, 2 June 2016, Monash University, pp. 21. (2016) [Conference Extract]|
|2016||Soo Yeong E, Lee CKC, Motoki W, Yang L, 'Recent Experience and Financial Decision Making: Does Intensity in Chronic Regulatory Focus make a Difference?', Marketing in a Post-Disciplinary Era ANZMAC 2016, 5-7 December 2016, Christchurch, NZ, pp. 83. ISBN 978-0-473-37660-4 (2016) [Conference Extract]|
|2016||Yang L, Low B, Lee CK, Tan CL, 'Exploring Challenges of New ICTs Adoption among Manufacturers', Marketing in a Post-Disciplinary Era ANZMAC 2016, 5-7 December 2016, Christchurch, NZ, pp. 456. ISBN 978-0-473-37660-4 (2016) [Conference Extract]|
|2015||Arli D, Tan LP, Tjiptono F, Yang L, 'Exploring consumers' readiness to be green in an emerging market', 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing: Conference Proceedings, 30 November - 2 December 2015, Sydney, NSW, pp. 1-7. ISSN 1441-3582 (2015) [Conference Extract]|
|2015||Yang L, Fam K-S, Richard J, 'The role of customer perceived value in online Word-of-Mouth', 2015 Academy of Marketing Conference: The Magic of Marketing Conference Schedule, 7-9 July 2015, Limerick, Ireland, pp. 25. (2015) [Conference Extract]|
|2015||Yang L, Fam K-S, Richard JE, Liu W, 'Investigation of online word-of-mouth dimensions', Marketing and Tourism Conference 2015: Travel, discovery, and marketing, 29 June - 01 July 2015, Portugal, pp. 1-14. ISBN 978-0-473-32089-8 (2015) [Conference Extract]|
|2015||Yang L, Tjiptono F, Poon WC, 'Examining consumers' tendency of airline avoidance after accidents', Academy of Marketing Annual Conference & Doctoral Colloquium: Radical Marketing, 4-7 July 2015, Newcastle, NSW, pp. 154. (2015) [Conference Extract]|
|2014||Johnstone M-L, Yang L, Tan L, 'The attitude-behaviour gap: The development of a consumers' green perceptions scale', 2014 ANZMAC Annual Conference: Agents of Change: Proceedings, 1-3 December 2014, Brisbane, QLD, pp. 1335-1342. ISSN 1447-3275 (2014) [Conference Extract]|
|2014||Tan L, Johnstone M-L, Yang L, 'How do Consumers Perceive Green Products, Messages and Consumption Behaviour?', 2014 ANZMAC Annual Conference: Agents of Change: Proceedings, 1-3 December 2014, Brisbane, QLD, pp. 1343-1350. ISSN 1447-3275 (2014) [Conference Extract]|
|2014||Yang L, Richard JE, Fam K-S, 'Integrated model of online word-of-mouth: Investigating Its antecedents in China', 2014 ANZMAC Annual Conference: Agents of Change: Proceedings, 1-3 December 2014, Brisbane, QLD, pp. 1160-1168. ISSN 1447-3275 (2014) [Conference Extract]|
|2011||Yang L, 'Chinese Consumers' online word-of-mouth communication - an in-depth interview', MAG Scholar Conference 2011: Programme, 29 May - 1 June 2011, Wellington, NZ, pp. 6. (2011) [Conference Extract]|
|2011||Yang L, Fam K-S, Richard JE, 'An investigation of online word-of-mouth communication in China: In-depth interviews', 2011 ANZMAC Conference: Marketing in the age of consumerism, 28-30 November 2011, Perth, WA ISSN 1447-3275 (2011) [Conference Extract]|
|2010||Khoo-Lattimore C, Yang L, 'Examination of antecedents of relationship quality in New Zealand: From a perspective of the banking industry', 2010 Global Marketing Conference Program, 9-11 September 2010, Tokyo, pp. 564-575. (2010) [Conference Extract]|
|2010||Yang L, Fam K-S, Richard JE, 'An investigation of online word-of-mouth communication in a collectivist society: A conceptual framework', 2010 Global Marketing Conference Program, 9-11 September 2010, Tokyo, pp. 747-750. (2010) [Conference Extract]|
|2008||Yang L, Fam K-S, Harris P, 'Culture influence on information diffusion in online communities: A conceptual model', ANZMAC Conference 2008: Marketing: Shifting the focus from mainstream to offbeat, 1-3 December 2008, Olympic Park, Sydney, pp. 1-9. (2008) [Conference Extract]|
|2008||Yang L, Tanakinjal G, Fam K-S, 'Popularity of sales promotion techniques among Hong Kong advertisers - a 10 year content analysis', 2008 Global Marketing Conference, 20-23 March 2008, Shanghai, pp. 1-3. (2008) [Conference Extract]|
|2008||Yang L, Xin D, Guthrie J, Fam K-S, 'An examination of retailers and consumers preferences for sales promotion programs in Hong Kong', 2008 Global Marketing Conference, 20-23 March 2008, Shanghai, pp. 1-3. (2008) [Conference Extract]|
|2007||Conejo F, Tanakinjal GH, Yang L, Khoo C, 'Does neuromarketing really work?', Asia Pacific Marketing Conference 2007, 2-3 November 2007, Kuching, Sarawak, pp. 12. (2007) [Conference Extract]|
|2007||Fam K-S, Simpson L, Yang L, Chung K-C, 'Relationship building in small businesses - The case of linking personal selling with collectivism', Asia Pacific Marketing Conference 2007, 2-3 November 2007, Kuching, Sarawak, pp. 39-45. (2007) [Conference Extract]|
|2006||Hoy VS, Simpson L, Yang L, Fam K-S, 'Food retailing in New Zealand: The case of moderated Chinese food', IBBC 2nd International Borned Business Conference Proceedings, 6-8 December 2006, Kuching, Sarawak, pp. 628-637. (2006) [Conference Extract]|
Contract Report, Consultant's Report(1 outputs)
|2016||Low B, Lee C, Yang L, Ling TC, Tyng CL, 'The Adoption of Information and Communications Technology (ICT) among FMM Members', Federation of Malaysian Manufacturers, Malaysia (2016) [Contract Report]|
|2014||Yang L, 'Online Word-of-Mouth communication in a collectivist society' (2014) [PhD]|
Grants & Funding
Dr Yang has secured multiple research grants from Monash University Malaysia, one grant from Monash University Education Academy, and one from Tasmania School of Business and Economic at UTAS. Her research team has also received an industry grant from Federation of Malaysian Manufacturers.
- 2019 University of Tasmania School of Buisness and Economics Small Research Grant (Value AU$6,838.80) for project “Investigating Star Ratings on Consumer Product Review Website – Cue Utilisation Theory Perspective; principle investigator with Dr. Rajesh Rajaguru.
- 2017 Monash University Malaysia School of Business Seed grant (Value AU$3,300) for project “Examining the use of social media and mobile applications in banking services: A cross-cultural study”, principle investigator with Dr. James Richard
- 2016 Monash Education Academy Better Teaching Better Learning Small Grant (Value AU$5,000) for project “Investigating students’ and teachers’ expectations on assessment support and feedback: A cross-disciplinary perspective”; principle investigator with Dr. Luc Borrowman, Dr. Tan Meng Yoe and Dr. New Jaa Yien
- 2016 Monash University Malaysia, Better Teaching Better Learning Education grant (Value AU$11,700) for “Students expectations and experience - a cross-discipline project”; principle investigator with Dr. Luc Borrowman, Dr. Tan Meng Yoe and Dr. New Jaa Yien
- 2015 Social & Economic Transformation in Asia (SETA) Research Platform grant, Monash University Malaysia, (Value AU$3,300) for project “Examining consumer tendency of airline avoidance after accident”; principle investigator with Dr. Fandy Tjiptono and Dr. Poon Wai Ching
- 2015 Federation of Malaysian Manufacturers (FMM) industry grant (Value AU$20,000) for project “Adoption of ICT among FMM members”; co-researcher with A/Prof. Brian Low, Prof. Christina Lee and Dr. Tan Chong Ling
Number of grants
- University of Tasmania ($6,838)
- Administered By
- University of Tasmania
- Research Team
- Rajaguru R; Yang L
Dr Yang started her PhD supervision since 2015. She is currently co-supervising PhD candidates examining the influence of consumer pre-attentive processing on repeat behaviour at Monash University Malaysia.
Lin is seeking PhD candidates who may be interested in exploring topics such as (but not limited to): eWOM engagement and/or brand-customer relationship in social media; aspects related to responsible consumption from a consumer’s perspective.
Potential PhD candidates will need to participate in a Skype interview. Please email me directly if you are interested in working with me.
Potential candidates must meet the entry requirements to apply. To check the entry requirements, go to what is a research degree.
|PhD||Social Media for Healthcare Messaging: improving practice and policy||2021|