Yuqi Guo

Yuqi Guo is an Assistant Professor (Tenure-Track) at the Department of Marketing at WU Vienna. He holds a PhD from Tilburg University (Tilburg, The Netherlands) and was a visiting scholar at the Sauder School of Business, University of British Columbia (Vancouver, Canada). Prior to his PhD, Yuqi studied at ESADE Business School (Barcelona, Spain), where he completed a Master's in Marketing Management and a CEMS Master's in International Management.

His research interests lie in sustainable consumption and consumer well-being, with a focus on the barriers to sustainable consumption and strategies to overcome them. Many of his research ideas stem from personal experiences and observations in the marketplace, which he translates into theoretically grounded questions and empirical studies. Specifically, his work examines how consumers navigate moral trade-offs in their everyday choices, such as green product adoption, delivery preferences, and charitable donations, with implications for how companies and policymakers can support more ethical and sustainable behavior.

At WU Vienna, Yuqi teaches the CEMS core course "Global Marketing Management" and "Understanding Global Consumers" in the MSc Marketing program.