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. Her research focuses on sustainable consumer behaviour, creative entrepreneurship, wellbeing and ageing. Her work has been published in ABS-ranked 3 stars journals and supported by several funded research projects.
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 a Bachelor's degree in Journalism from Central China Normal University and Economics from Wuhan University.
Before joining Greenwich, Jingxi taught at Lancaster University Management School. She also previously worked in international education and programme administration roles in China, including at Xiamen University. Alongside her research, she is involved in teaching, curriculum development, dissertation supervision, doctoral supervision, and peer review activities.
Responsibilities within the university
- Module Leader for BUSI1271 Global Strategy: Analysis and Practice and BUSI1862 Digital Marketing for Startups
- PhD Supervisor
- UG/PG Dissertation Supervisors
- Personal Tutor
Awards
- Certificate of Recognition for Teaching Excellence, Greenwich Business School, University of Greenwich (2026)
- Nominated for “Outstanding Academic Tutor Award” at University of Greenwich Student-led Teaching Award (2025)
- Nominated for “Rising Star Award” at University of Greenwich Staff Award (2024)
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.
Key funded projects
Until 2026, Jingxi has secured a total of £15,205 in research funding as PI, alongside an additional £10,960 in funded projects as Co-I across both internal and external schemes.
Recent publications
Article
Huang, Jingxi , Daryanto, Ahmad, Hogg, Margaret K, Soopramanien, Didier Gerard Rodney (2025), Green Loyalty Programmes: customer trait reactance and reward preferences. Wiley. In: , , , . Wiley, Journal of Consumer Behaviour ISSN: 1472-0817 (Print), 1479-1838 (Online) (doi: https://doi.org/10.1002/CB.2508).
Huang, Jingxi , Daryanto, Ahmad, Hogg, Margaret Kathleen, Chan, Jin (2025), What drives participation in green loyalty programmes? Examining reactance, guilt, and staff attractiveness. Emerald. In: , , , . Emerald, International Journal of Contemporary Hospitality Management ISSN: 0959-6119 (Print), 1757-1049 (Online) (doi: https://doi.org/10.1108/IJCHM-03-2024-0414).
Conference item
Huang, Jingxi , Piterou, Athena, Chan, Jin (2025), Creative entrepreneurship for ageing well: insights from Creative Ageing Programme entrepreneurs in London. In: Institute for Small Business and Entrepreneurship (ISBE) 2025: “Collaborating across Entrepreneurial Ecosystems: opportunities for inclusion, innovation, sustainability, resilience and growth”, 5th - 6th November, 2025, University of Glasgow and the University of Strathclyde , . , (doi: https://www.isbe.org.uk/events/isbe-2025/) NB Item availability restricted.
Wu, Yanga , Patel, Rudra, Pappu, Anusha, Huang, Jingxi , Iqbal, Munazzah , Meza, Alejandro Vanegas (2025), Nudging toward integrity: peer mentorship in academic success. In: Learning and Teaching Festival 2025, 26th June, 2025, University of Greenwich, London , . , (doi: https://www.gre.ac.uk/bus/events/ltf) NB Item availability restricted.
Qiu, Jingqi and , Huang, Jingxi (2025), Gamification applied in marketing subject to improve student engagement and learning effectiveness. In: The Chartered ABS’s Learning, Teaching & Student Experience (LTSE) conference 2025, 19-20 May 2025, Nottingham, UK , . , (doi: ) NB Item availability restricted.
Huang, Jingxi , Chan, Jin, Piterou, Athena, Huang, Anne-Marie (2024), A new creative entrepreneurship: the case of “Jing Drifters” in China. In: The Institute for Small Business and Entrepreneurship (ISBE) 2024, 6th - 7th November, 2024, Sheffield, UK , . , (doi: https://www.isbe.org.uk/) NB Item availability restricted.
Daryanto, Ahmad , Huang, Jingxi, Song, Zening (2024), Does a place label on a paper cup make you recycle. In: ACR Asia-Pacific Conference 2024, 08-11 Jul 2024, Bali, Indonesia , ACR Asia-Pacific Conference 2024. , (doi: ) NB Item availability restricted.