How can marketing advance sustainability while enhancing consumer well-being? This question drives my research.

My work explores how to promote behaviors that benefit both people and the planet, drawing on insights from behavioral science, consumer psychology, marketing, and computational social science. I study how individuals perceive impact, how technology shapes their choices, and how well-designed behavioral interventions can shift both behavior and attitudes. More specifically, I investigate consumers’ responses to product cues, nutrition labels, environmental messaging, and AI-generated sustainability guidance. I examine how behavioral interventions can reduce waste, overconsumption, and unhealthy behaviors, how public support can be increased for policies aimed at addressing carbon inequality, and how trust in climate scientists can be strengthened. I also study how artificial intelligence shapes environmental decision making, both by influencing how sustainability is represented and by affecting the recommendations consumers receive. In particular, I examine how privacy policies and personalization features shape the fairness and effectiveness of LLM-generated sustainability recommendations.