On 9 March 2026, Professor David Chee Wei Phang, Chair Professor of Behavioral Insights and Decision Sciences at the University of Nottingham Ningbo China, as well as Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China, was invited to the School of Business (MSB) of Macau University of Science and Technology (MUST) to deliver an academic seminar titled “Investigating the Use of Mixed Reality (MR) Technologies for Promoting Sustainable Consumption Behavior”. Aiming at sharing the latest empirical research methods and enhance students’ interest in empirical research, the seminar attracted the participation of numerous faculty members and students.
Chair Professor Felix Tung Sun Chan, Vice Dean of MSB (left) presented a commemorative gift to Chair Professor David Phang (right)
The seminar was hosted by Assistant Professor Sio Chong U from MSB, with a welcome speech and commemorative gift presentation to guest speaker by Chair Professor Felix Tung Sun Chan, Vice Dean of MSB. During the seminar, Chair Professor Phang featured on how Mixed Reality (MR) can be leveraged to communicate environmental information in more vivid and impactful ways, thereby motivating consumers to adopt sustainable behaviors. Chair Professor Phang also demonstrated how MR technology enhances the emotional and perceptual engagement needed for sustainability awareness. Participants continued the discussion with Chair Professor Phang after the seminar, exploring the potential applications of MR in promoting environmental responsibility.
Chair Professor David Phang shared insights on the topic
Chair Professor Phang was the Professor in Information Systems in the School of Management of Fudan University. His research interests include mobile commerce, social media, and societal / sustainability use and impact of IT. He has been listed among the Highly Cited Chinese Researchers by Elsevier, with his works appeared in top-tier journals including the Information Systems Research (ISR), MIS Quarterly (MISQ), Management Science, Journal of Marketing, Journal of Management Information Systems (JMIS), and Journal of the Association for Information Systems, among others. He is currently serving as an Associate Editor of Journal of the Association for Information Systems and Information & Management; an Editorial Review Board member of Information Systems Research; and was a Senior Editor for Electronic Commerce Research and Applications.
(Contributed and reviewed by Assistant Professor Sio Chong U, format reviewed by Helen Kam)
