Eric Li received his PhD from the Schulich School of Business at York University in 2012. He is currently an Associate Professor in the Faculty of Management and the Principal’s Research Chair (Tier 2) in Social Innovation for Health Equity and Food Security at the University of British Columbia—Okanagan campus where he teaches marketing and qualitative research methods. Eric’s research interests include Asian consumer culture, multicultural marketing and consumption, consumer health and well-being, social innovation and social enterprise, food consumption, Chinese fashion and consumer culture. His work has been published and presented in several academic journals such as the Consumption Markets & Culture, International Marketing Review, the American Behavioral Scientists, the Journal of Strategy and Management, the International Journal of Consumer Studies, the Journal of Fashion Marketing and Management as well as conferences such as the Association for Consumer Research, the American Marketing Association, Academy of Management Conference, the Global Marketing Conference, and the Consumer Culture Theory Conference.
Eric has received three grants (as Principal Investigator) from the Social Science and Humanities Research Council’s (SSHRC) (Insight Development Grant, Partnership Engagement Grant, and Insight Grant) since 2016 to support his community-based research project. Dr. Li also received funding from Mitacs Accelerate Program to support seven graduate student internships in the past years. He is currently the co-lead of the Rural Health Equity Eminence Research Cluster at the University of British Columbia—Okanagan campus. He is also the founder of the Healthy Living project, a community-based experiential learning project that connects management students with regional community partners such as regional governments, non-profit organizations, and for-profit organizations to promote healthy living.
Keywords: Chinese consumer culture; food and gender, multicultural consumption; consumer health and well-being; social innovation and social enterprise; Chinese fashion; immigrant acculturation