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Rishad Habib

Dr. Rishad Habib

Assistant Professor
DepartmentMarketing Management
EducationBBA, MSc, PhD
Areas of ExpertiseConsumer behaviour, prosocial consumption, crowdfunding, sharing economy


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.

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@rishhabib (external link, opens in new window) 

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Consumer behaviour, marketing, prosocial consumption, crowdfunding, sharing economy

Book Chapters
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.
Course code Course title
MKT 510 Innovations in Marketing: Strategic Brand Management
Year Grant
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
Year       Honour/Award
2021      AMA-EBSCO-RRBM Award for Responsible Research in Marketing
2020      AMA Sheth Doctoral Consortium Fellow