Dr Ou Wang

Ou Wang

Lecturer in Agribusiness


Agriculture; Consumer Behaviour; E-commerce; Economics; Marine; Market Research; Marketing

Food marketing; Value chain analysis; Agribusiness; Agricultural economics; Applied economics

Qualifications: PhD UGent

Personal Website:

Contact Details

Room: MSB.2.19
Phone: +64 7 838 4134

Papers Taught

About Ou

Ou  is a lecturer in the Agribusiness Unit, based at the School of Accounting, Finance and Economics of The University of Waikato. He completed a Ph.D. from Ghent University in food marketing and consumer behaviour. Previously, he worked at Dalhousie University as a postdoc fellow and managed research and consultancy projects about value chain and consumer analysis for shellfish industry and e-commerce food marketing. He has academic collaboration experience and good networking with researchers in Europe, China and North America. His consumer and value chain studies are published by reputed journals in food marketing, sustainability and marine management. He is also reviewer for several reputed academic journals.

Research Interests

Consumer behaviour

Value chain analysis

Food marketing

Recent Publications

  • Wang, O., Somogyi, S., & Charlebois, S. (2019). Mapping the value chain of imported shellfish in China. Marine Policy, 99, 69-75. doi:10.1016/j.marpol.2018.10.024

  • Wang, O., & Somogyi, S. (2019). Consumer adoption of sustainable shellfish in China: Effects of psychological factors and segmentation. Journal of Cleaner Production, 206, 966-975. doi:10.1016/j.jclepro.2018.09.189

  • Wang, O., & Somogyi, S. (2019). Determinants for consumer food choice with the New Retail e-commerce mode. In AARES 2019 Annual Conference. Melbourne, Australia.

  • Wang, O., & Somogyi, S. (2019). Motivations for choice of luxury seafood in China. Poster session presented at the meeting of Foodomics 2019. Auckland, NZ.

Find more research publications by Ou Wang