Personal profile
Research overview
Yinxiao's research explores the paradox of luxury and sustainability, with a particular focus on the perceptions of sustainable luxury fashion by real luxury consumers located in the UK. Based on the dual theoretical framework of Costly signalling theory and Schwartz's value theory, she examines real luxury consumers' motivations to purchase sustainable luxury fashion and under what conditions (genuine sustainability vs green conspicuousness vs both) they are more likely to purchase these products.
Education/Academic qualification
MSC, Management, Lancaster University
Oct 2020 → Sept 2021
BA, Business English, Qufu Normal University
Sept 2016 → Jul 2020