雷聪

PhD in Consumer Food Science ，Lecturer in Agri-food Marketing

消费者食品科学博士，农产品营销讲师

RESEARCH EXPERTISE

研究专长

With a strong background in both consumer behaviour and food sciences (food processing and food safety), I am an interdisciplinary researcher with particular interests in Agri-food Marketing. My key focus includes:

本人作为一名跨学科研究人员，在消费者行为和食品科学（食品加工与食品安全）方面有着深厚的背景，对农产品营销有着浓厚兴趣。本人的关注重点包括：

• Sustainable food development – consumer-led development of reusing agricultural by-products back to the food  chain; alternative proteins (consumer perceptions and market potential); food waste and food rescue.

可持续食品发展—消费者主导的农业副产品在食物链中回收利用的发展；替代蛋白质（消费者认知和市场潜力）；食品浪费和食品救援。

• Consumer-led new product development – functional foods, food safety (e.g. consumer risk perception and

risk/benefit communication), country of origin (e.g. national branding), and cultural influence (e.g. cultural

differences and traditional cultural orientation).

消费者主导的新产品开发—功能食品、食品安全（如消费者风险感知与风险/利益沟通）、原产国（如国家品牌）和文化影响（如文化差异与传统文化取向）。

• Promotion of new technologies – consumer-led development of promoting new technologies and materials (e.g. food ingredients and packaging materials) in the food sector.

新技术推广—消费者主导的发展，在食品行业推广新技术和新材料（如食品配料与包装材料）。

• Food regulation – regulatory impacts across food supply chain.

食品监管—对整个食品供应链的监管影响。

By truly understanding the target consumers and markets, my research contributes to academic community as well as empowers food and beverage providers to address real market needs.

通过真正了解目标消费者和市场，本人的相关研究为学术界做出了贡献，并使食品和饮料供应商能够满足真正的市场需求。