Dr. Zengxiang Chen is an Associate Professor in the International School of Business & Finance at Sun Yat-sen University. His primary research interest focuses on moral issues in marketing, such as consumer donation behavior and cause-related marketing, etc. His work has been published in the Journal of Consumer Psychology, the International Journal of Research in Marketing, and the Journal of Travel Research. Dr. Chen obtained his Ph.D. in Management with a specialization in Marketing from the Sun Yat-sen University.