Dr Ou Wang

Ou Wang

Senior 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

Contact Details

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 completed a Ph.D. in food marketing and consumer behaviour. Previously, he managed research and consultancy projects about value chain and consumer analysis for shellfish industry and e-commerce food marketing. He worked and had good academic collaborations in Europe, China 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. Currently, he is working on funded research projects related to the influences of technology on food industry. His teaching focuses on food consumer behaviour, agri-food systems, and agribusiness case analysis.

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Research Interests

Consumer behaviour

Value chain analysis

Food marketing

Recent Publications

  • Wang, O., & Somogyi, S. (2020). Motives for luxury seafood consumption in first-tier cities in China. Food Quality and Preference, 79, 9 pages. doi:10.1016/j.foodqual.2019.103780

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

  • 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.

Find more research publications by Ou Wang