Dr Ou Wang

Ou Wang

Lecturer in Agribusiness

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., & Ablett, R. (2018). General image, perceptions and consumer segments of luxury seafood in China. British Food Journal, 120(5), 969-983. doi:10.1108/BFJ-07-2017-0379

  • Wang, O., & Simon, S. (2018). Consumer adoption of online food shopping in China. British Food Journal, 120(12), 2868-2884. doi:10.1108/BFJ-03-2018-0139

Find more research publications by Ou Wang