Rate My Professor Kara Ma

Kara Ma is a PhD research student in the Department of Marketing within the Otago Business School at the University of Otago, commencing her doctoral program on 1 September 2022. Supervised by Professor Lisa McNeill and Associate Professor Sergio Biggemann, her thesis, "Sustainable Fashion Consumption and the 'Intention-Behavior' Gap: A Cross-cultural Study," investigates what sustainable fashion means to consumers, the reasons for the gap between sustainable attitudes and intentions versus actual behaviors, and strategies to promote fashion sustainability across cultural contexts. The research highlights the fashion industry's environmental impact, with garments and footwear accounting for 8% of the global carbon footprint and 20% of wastewater, making it the second-largest polluter after the oil industry, alongside significant ethical issues. Sustainable fashion is advocated as a solution aligned with the United Nations' Sustainable Development Goals. Ma's academic background comprises a Master of International Business from the University of Otago and a BSc in Tourism Management from Beijing International Studies University, China. She was awarded the Otago Doctoral Scholarship.

Ma's research interests include fashion marketing, sustainability, consumer behaviour, and brand management. She has published a journal article in the International Journal of Retail & Distribution Management (2022): "Fresh food online shopping repurchase intention: The role of post-purchase customer experience and corporate image," co-authored with D. W. Mather, D. L. Ott, E. Fang, P. Bremer, and M. Mirosa. In her professional roles at the University of Otago, Ma works as an Online MBA IT Technical Support Specialist, providing technical assistance to students and lecturers for online classes, troubleshooting issues, and contributing to program improvements. She also serves as a tutor and research assistant. Previously, Ma accumulated three years of experience in New Zealand's tourism industry, worked as a Business Development Executive at GiftVibes, a startup in Beijing, building strategic partnerships with Chinese market brands, and organized study abroad programs at Ctrip, a leading travel service provider.