Rishad is an assistant professor of marketing specializing in consumer behaviour. Her research focuses on the intersection of novel marketing practices, social norms, and prosocial behaviour. She investigates how consumers make decisions when they encounter novel marketing practices such as crowdfunding, prosocial gift-giving, and the sharing economy. In particular, she explores strategies to encourage positive behaviours such as charitable giving, organ donation, and sustainability.
She completed an MSc in Marketing and Consumer Studies from the University of Guelph and a PhD in Marketing and Behavioural Science from the Sauder School of Business, at the University of British Columbia.
Consumer behaviour, marketing, prosocial consumption, crowdfunding, sharing economy
|Habib, Rishad and Katherine White (2023), “Shifting Consumers’ Decisions towards Climate-Friendly Behavior,” Handbook of Business and Climate Change, eds. Robert Hansen and Anant Sundaram.
|Hardisty, David, Katherine White, Rishad Habib and Jiaying Zhao (2022), “Sustainable Nudges: What Translates Best?,” Behavioral Science in the Wild, eds. Dilip Soman and Nina Mazar, University of Toronto Press.
|Publications in Business Magazines|
|White, Katherine, Rishad Habib and David J. Hardisty (2019), “The Elusive Green Consumer, external link,” Harvard Business Review.|
|Hardisty, David J., Katherine White and Rishad Habib (2019), “5 Ways to Shift Consumers Towards Sustainable Behaviour, external link,” The Conversation.|
|2022-2024||SSHRC Insight Development Grant PI ($61,000)|
|2022-2023||TRSM Research Advancement Grant ($15,000)|
|2021-2023||SSHRC Insight Development Grant Collaborator ($64,650)|
|2019-2021||SSHRC Doctoral Fellowship|
|2019||Business for Social Good Grant, Dhillon Centre for Business Ethics|
|2019||Public Scholars Initiative Grant, University of British Columbia|