Key details
Dr Jingxi Huang
Lecturer in Strategy and Sustainability
Dr. Jingxi Huang joined the University of Greenwich in 2023 as a Lecturer in Strategy and Sustainability. She completed her PhD in Marketing at Lancaster University. Her academic journey also includes a Master's degree in Corporate Communications, Marketing, and Public Relations from the University of Leeds, along with Bachelor's degrees in Journalism from Central China Normal University and Economics from Wuhan University, both in China.
Responsibilities within the university
- UG/PG Dissertation Supervisors
- Personal Tutor
Teaching:
- Module Leader for BUSI1271 Global Strategy: Analysis and Practice and BUSI1604 Foundations of Scholarship and Research
Dr Huang also teaches undergraduate and postgraduate modules including:
- BUSI0011 Dissertation
- BUSI1719 Future Paths
- BUSI1710 International Business Project
- BUSI1816 Global Business and Sustainability
Research / Scholarly interests
My research interests lie in sustainable consumer behaviour, creative entrepreneurship, and ageing populations. I am a quantitative researcher and skilled in experimental research and survey-based studies.
Accepting applications from PhD students.
Recent publications
Huang, J., Daryanto, A., Hogg, M.K. and Chan, J.H. (2025), What drives participation in green loyalty programmes? Examining reactance, guilt and staff attractiveness, International Journal of Contemporary Hospitality Management, 37(13): 1-19. https://doi.org/10.1108/IJCHM-03-2024-0414
Huang, J., Chan, J.H., Piterou, A. (2024) A Creative Entrepreneurship Journey– the Case of ‘Jing Drifters” in China. The Institute for Small Business and Entrepreneurship 2024, Sheffield, Nov 2024.
Presentations
Conference Papers:
Huang, J., Daryanto, A., Hogg, M., Bruce, H. (2022). Locked Down then Locked In! Airline Loyalty Programs, Customer Retention Tactics and Impacts on Brand loyalty. 12th AMA SERVSIG Conference. Glasgow, June 2022.
Huang, J., Daryanto, A., Hogg, M., Bruce, H. (2022). Encouraging Consumers to Join Green Loyalty Programs: The Role of Message Framing and Negative Emotional Appeals. 30th Frontiers in Service Conference. Boston, June 2022.