Dr Ou Wang

Ou Wang

Senior Lecturer and Subject Convenor in Agribusiness


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

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

Qualifications: PhD UGent

Contact Details

Email: [email protected]
Room: MSB.2.19
Phone: +64 7 838 4134

Papers Taught

About Ou

Ou is a senior lecturer in the Agribusiness Unit, based at the School of Accounting, Finance and Economics of The University of Waikato. He has a Ph.D. in food marketing and consumer behaviour. He has completed or been working on research and consultancy projects about value chain and/or consumer analysis for seafood, e-commerce food marketing, meat substitutes, blockchain food traceability, traditional food, European food, European beer, and the dietary health and wellbeing during the Covid-19 epidemic. He worked and had good academic collaborations in Europe, Oceania, Asia and North America. His consumer and value chain studies are published in international reputed journals. He is also a reviewer for several reputed academic journals. His teaching focuses on food consumer behaviour, agri-food systems, and agribusiness case analysis.

Google Scholar:

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Call for submissions to a Special issue of Sustainability 'Consumer's Attitudes Towards Innovation for a More Sustainable Agri-Food System' (Due date: 30 November 2022):

Recent research projects:

2021, Principal investigator. 2021 UOW Strategic Research Fund, E-Commerce to Enhance Dietary Health and Wellbeing in the Covid-19 Era (20,000 New Zealand dollars), together with Prof. Frank Scrimgeour (University of Waikato), Prof. Riccardo Scarpa (University of Waikato), Associate Prof. Armando Perez-Cueto (University of Copenhagen), Karamea Insley (Te Arawa Fisheries) and Grant Meikle (4 Technology).

2020 to 2021, Principal investigator. 2020 WMS Contestable Research Funds, E-Commerce to Enhance the Sustainability in Food Consumption and Production (6,000 New Zealand dollars), together with Prof. Frank Scrimgeour (University of Waikato) and Prof. Riccardo Scarpa (University of Waikato).

2020 to 2021, Principal investigator. 2020 Flower Summer Research Funding, Consumer adoption of blockchain technology in food traceability in New Zealand (10,000 New Zealand dollars).

2019 to 2020, Principal investigator. WMS Contestable Research Funds, Future food consumption: A comparison between China and New Zealand (8,000 New Zealand dollars), together with Prof. Frank Scrimgeour (University of Waikato) and Prof. John Gibson (University of Waikato).

2019 to 2020, Principal investigator. 2019 University of Waikato Summer Research Scholarship Programme, Blockchain technology as a useful tool in food traceability? Using a strategic orientation approach (6,000 New Zealand dollars).

Research Interests

Consumer behaviour

Value chain analysis

Food marketing

Recent Publications

  • Wang, O., & Scrimgeour, F. (2022). Consumer segmentation and motives for choice of cultured meat in two Chinese cities: Shanghai and Chengdu. British Food Journal, online. doi:10.1108/BFJ-09-2021-0987

  • Wang, O., & Scrimgeour, F. (2021). Consumer adoption of online-to-offline food delivery services in China and New Zealand. British Food Journal, online(online), 19 pages. doi:10.1108/bfj-03-2021-0208

  • Wang, O., & Scrimgeour, F. (2021). Willingness to adopt a more plant-based diet in China and New Zealand: Applying the theories of planned behaviour, meat attachment and food choice motives. Food Quality and Preference, 93, 12 pages. doi:10.1016/j.foodqual.2021.104294

  • Billore, S., Kobayashi, T., & Wang, O. (2021). Consumer attitudes towards leftover food takeout interventions: A case study of the doggy bag in Japan. British Food Journal, online, 17 pages. doi:10.1108/BFJ-03-2021-0231

Find more research publications by Ou Wang