dr. Y (Yi) Zhang

Yi Zhang is a postdoc researcher in the Marketing and Consumer Behavior Group since October 2025. She graduated with a Bachelor's degree in Psychology from East China Normal University in 2018, with a Research Master's degree in Social Psychology from Vrije Universiteit Amsterdam in 2020, and with a PhD degree in Marketing and Consumer Behavior from Wageningen University & Research in 2024.

Her research focuses on consumer psychology and decision-making related to sustainable behavior. Examples of her research topics include food waste and reusable plastic packaging. In addition, she also teaches statistical and methodological courses focusing on quantitative methods (e.g., experiments, surveys) and courses on digital marketing and consumer behavior.