Guest staff

Y. Tian (Yating)

Researcher (Guest)
ET-DPM-PMR
y.tian-1@utwente.nl
+31534893710
Business card

Dr.. Yating Tian is Researcher at the Chair of Product-Market Relations, embedded in the Department of Design Production & Management at the Faculty of Engineering Technology of the University of Twente, Enschede, The Netherlands. The research focuses on the integration of sustainability in marketing, food well-being, corporate social responsibility, food retail, brand loyalty, new food product development, business communication, sustainable consumption, and consumer well-being research.

Expertise

  • Social Sciences

    • Marketing Research
    • Consumer Behavior
    • Structural Equation Modeling
    • Systematic Review

  • Food Science

    • Agricultural Policy
    • Eating Behavior
    • Food Retailing
    • Food Service

Organisations

Dr. Yating Tian is a researcher at the Chair of Product-Market Relations, embedded in the Department of Design Production & Management at the Faculty of Engineering Technology of the University of Twente, Enschede, The Netherlands. The research focus includes the integration of sustainability in marketing, consumer behavior, brand marketing management, food well-being, new food product management, and business strategy research.

Publications

2026

GOLDEN RULES of Business Ethics and the Common Good: Virtue and Personalism in Sustainable Food Systems (2026)In Proceedings of Economy for the Common Good International Conference, ECGIC 2026: Transforming Towards a Fair and Sustainable Economy. Shared Responsibility of Science and Practice (pp. 103-121). University of West Bohemia. Tian, Y., Kamran, Q. & Baretto, P.https://doi.org/10.24132/ZCU.ECGIC.2026.103-121

2025

Sustainability in marketing:: A review using multiple correspondence analysis (2025)Cogent Business and Management, 12(1). Article 2493389. Tian, Y., Kamran, Q. & Henseler, J.https://doi.org/10.1080/23311975.2025.2493389A food well-being index for sustainable eating behavior: Construction, validation, and implementation (2025)Food quality and preference, 122. Article 105295. Tian, Y. & Henseler, J.https://doi.org/10.1016/j.foodqual.2024.105295

2024

Integrating sustainability into food marketing: A design-based extension of the food well-being paradigm (2024)[Thesis › PhD Thesis - Research UT, graduation UT]. University of Twente. Tian, Y.https://doi.org/10.3990/1.9789036563710

2023

Creating Value for Sustainability by Transforming the Food Well-being Paradigm—Alternative New Food Product Development (2023)Journal of Creating Value, 9(2), 291-308. Tian, Y. & Kamran, Q.https://doi.org/10.1177/23949643231184167Mapping the Intellectual Linkage of Sustainability in Marketing (2023)Business and society review, 128(2), 251-274. Tian, Y. & Kamran, Q.https://doi.org/10.1111/basr.12313The influence of sustainable design on food well-being (2023)British food journal, 125(5), 1824-1839. Article 15. Tian, Y. & Kamran, Q.https://doi.org/10.1108/BFJ-01-2022-0052

2022

Sustainable Design for Food Well-Being (2022)[Contribution to conference › Paper] 51st EMAC Annual Conference 2022. Tian, Y. & Kamran, Q.https://proceedings.emac-online.org/pdfs/A2022-107226.pdfOrganic Branding and Sustainability-Based Retail Brand Equity - A Systematic Review (2022)[Contribution to conference › Paper] 15th Global Brand Conference 2022. Tian, Y. & Kamran, Q.Sustainable Design Toward Consumer Well-Being (2022)[Contribution to conference › Paper] 2022 AMA Winter Academic Conference. Tian, Y. & Kamran, Q.

Research profiles

Courses academic year 2025/2026

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.

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