Making LSE Possible: An interview with a scholarship recipient
Zoe Ziqi Zhong is studying the MRes/PhD Management - Marketing with an expected graduation year of 2026.
Tell us about yourself and your career journey:
Ever since I was a child, my curiosity about the world around me has been unquenchable. This passion led me to embark on an academic journey, eventually bringing me to LSE's Department of Management. As a PhD student, I've had the privilege to merge my fascination with human behaviour and my commitment to sustainability. This journey has been both intellectually stimulating and personally fulfilling, allowing me to grow not only as a researcher but also as an individual.
Please tell us about your research:
My research interest is Digital Marketing, Marketing for Good, Sustainable Innovation, HCI and Marketing-finance Interface. My recent research revolves around consumer inertia in sustainable service adoption. I delve into the psychological and behavioural factors that influence individuals' decisions to adopt environmentally friendly services. Employing a blend of behavioural experiments, empirical modelling, and machine learning, I explore ways to bridge the gap between intention and action when it comes to sustainability.
How did getting a scholarship help you reach your goals? What does it mean to you to have a scholarship?
Receiving the scholarship has been instrumental in enabling me to focus on my research without the financial burden of tuition fees. It has provided me the freedom to dedicate more time and energy to my studies, allowing me to delve deeper into my research questions. Moreover, the scholarship is a testament to the belief the institution has in my potential, which has boosted my confidence and motivation to excel.
I am immensely grateful for the support I have received from the Department of Management and the scholarship program. The opportunities and mentorship I've received here have shaped my academic journey, and I'm excited to continue learning, exploring, and making a difference in the world.
What are your future career plans?
My aspiration is to contribute meaningfully to the field of digital marketing, sustainable marketing and business for good. Armed with the knowledge and skills gained during my time at LSE, I aim to bridge the gap between academic research and real-world application. Whether through academia or collaboration with industry, I am committed to driving positive change and advocating for sustainable choices.
If you are inspired by Zoe Ziqi’s story, please donate to the LSE Annual Fund so we can support more students achieve their ambitions in the future.