At the heart of NUSC’s interdisciplinary mission is a commitment to tackling urban challenges through diverse perspectives. Dr Jingxi Huang, a researcher in consumer behaviour and sustainability, embodies this spirit with her unique blend of marketing insight and psychological depth. Jingxi’s passion for sustainability goes beyond academic theory. “It’s a long-term challenge that affects both our generation and the next,” she explains.
“As scholars, our work is often about helping people reflect and think differently. I believe that if we can find creative and memorable ways to connect with people’s psychology, we can encourage more sustainable behaviours. At the same time, this can create value for businesses and communities. If I can contribute, even in small ways, by doing something meaningful and perhaps a little unexpected or creative, then I feel the research is worthwhile.”
Her research explores how emotions and context influence everyday decisions—like how guilt can override personality traits in green hotel programmes. “Even small interventions can shift behaviour,” she says, “and that’s where real impact begins.”
As an early career researcher, Dr Jingxi Huang is particularly attuned to the subtle yet powerful ways cities shape—and are shaped by—demographic change. “I’m interested in how cities respond to life stages like ageing and menopause,” she explains. “These are often overlooked in urban discussions, yet they deeply influence daily experiences and well-being.”
Her work highlights the importance of designing urban systems that are not only sustainable but also inclusive. “Cities concentrate people, businesses and services,” she notes. “That means even small behavioural shifts can scale up to a big impact.” For Jingxi, the opportunity lies in crafting creative, psychologically informed solutions that support both sustainable choices and more age-friendly communities.
This perspective also informs her interdisciplinary collaborations. With a background in marketing and consumer behaviour, she’s currently involved in projects that span creative entrepreneurship, menopause, and even academic integrity. “These strands may seem varied,” she says, “but they all reflect my interest in how people think, act and learn across different contexts.”
Outside of academia, Jingxi imagines a life still rooted in words—perhaps writing or editing. “I enjoy the calm that writing brings,” she says, “and the idea that through words, we leave a small trace of ourselves in the world.”
Her work reminds us that sustainable urban systems aren’t just about infrastructure—they’re about people, psychology, and the power of thoughtful design.
Join the Conversation
Dr Jingxi Huang’s work invites us to think differently about sustainability, inclusion, and the everyday choices that shape our cities. What urban challenges do you think deserve more attention? Have you come across creative approaches to ageing or behaviour change in your own work or community? We’d love to hear your thoughts—join the conversation by commenting below or tagging us on social media (#NUSCResearch). Let’s keep the dialogue going on how we can build more sustainable, inclusive urban futures together.
Disclosure: This blog post was drafted and polished with the assistance of AI tools to enhance clarity, structure, and engagement. AI was also used to generate accompanying images where applicable. All content has been reviewed and approved by the author and named lead researcher to ensure accuracy and alignment with the intended message.