Rate My Professor Eric Li

Dr. Eric Li is Professor and Associate Dean, Professional Graduate Programs at the Faculty of Management, University of British Columbia Okanagan campus. He joined the faculty in 2011 and currently serves as Program Director of the Dual Degree Master of Management program. He holds the Principal’s Research Chair (Tier 2) in Social Innovation for Health Equity and Food Security. Dr. Li earned a Ph.D. in Marketing from the Schulich School of Business at York University in 2012, an M.A. in Anthropology from the Chinese University of Hong Kong in 2003, and a B.A. from Hong Kong Polytechnic University in 2002. His research focuses on consumer culture theory, social enterprise and social innovation, not-for-profit marketing, sustainable marketing and consumption, the circular economy, multicultural marketing and consumption, consumer well-being, health promotion, consumer privacy, food economy and market systems, fashion and popular culture, and digital marketing and social media marketing. His work has appeared in journals including the Journal of Business Research, Human Relations, Consumption Markets and Culture, and others, and he has presented at conferences such as the Association for Consumer Research, American Marketing Association, Academy of Management, and Consumer Culture Theory Conference. Dr. Li has served on the editorial board of the Canadian Journal of Administrative Sciences since 2017 and as co-chair of the Association for Consumer Research Film Festival and Arts Festival in multiple years. He received SSHRC Insight Development Grant funding in 2016 and Partnership Engage Grant funding in 2018, along with Mitacs support for graduate students and post-doctoral fellows. In 2021, he received the Researcher of the Year Award (Social Sciences and Humanities) at UBC Okanagan. In 2022, he was named a member of the College of New Scholars, Artists and Scientists of the Royal Society of Canada. He was named to Kelowna’s Top 40 Under 40 in 2018 and received the Queen’s Platinum Jubilee Local Recognition of Outstanding Service Award in 2022. Dr. Li has taught courses including Introduction to Marketing, Marketing Strategy, Marketing Research, Digital and Social Media Marketing, and Qualitative Methods in Management Research at both undergraduate and graduate levels. He has contributed to university committees including the Scholarships and Awards Committee and serves as a faculty advisor for the co-op program.

Dr. Li is an associate member of the Institute for Healthy Living and Chronic Disease Prevention and a member of Blockchain@UBC. His contributions extend to community-engaged research projects addressing food insecurity, rural health equity, and sustainable practices.