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Sze Lok Choi
- Assistant Professor
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Dr. Sze Lok Choi is an assistant professor of marketing at the College of Business Administration, Ajman University. He holds a Ph.D. and an M.Sc. in marketing and business management from Hong Kong. His research interests include the sharing economy, service robots, responsible consumption, and luxury consumption. His teaching areas include social marketing, event marketing, marketing channels, consumer behavior, and management.
Education
- PhD (Marketing), Hong Kong Baptist University, Hong Kong - 2025
- Msc (Business Management), Hong Kong Baptist University, Hong Kong - 2019
- BBA (Management), Hang Seng University of Hong Kong, Hong Kong -2018
PhD (Marketing), Hong Kong Baptist University, Hong Kong - 2025
Msc (Business Management), Hong Kong Baptist University, Hong Kong - 2019
BBA (Management), Hang Seng University of Hong Kong, Hong Kong -2018
Experience
- Assistant Professor, College of Business Administration, Ajman University, UAE, August 2025 - Present.
Assistant Professor, College of Business Administration, Ajman University, UAE, August 2025 - Present.
Teaching Area
- Introduction to Management
- Marketing Channels
- Interactive Media Management
- Marketing
- Consumer Behaviors
- Event Marketing
Introduction to Management
Marketing Channels
Interactive Media Management
Marketing
Consumer Behaviors
Event Marketing
Research
- Service Robot
- Sharing Economy
- Responsible Consumption
- Luxury Consumption
Service Robot
Sharing Economy
Responsible Consumption
Luxury Consumption
Publications
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JournalLawrence Sze Lok Choi, Kimmy Wa Chan, Henry Fock, Deepening exploration of socially responsible consumption in generation Z: the impacts of environmental knowledge and perceived consumer effectiveness, Journal of Consumer Marketing, Aug 2025
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Book ChapterFock, H, W. K. Chan, Y. Y. S. Cheng, J. Zhang, C. Kan, C. H. Kee, and S. L. Choi , Measuring Impact – A New Tool for Evaluating Responsible Consumption Programs, Measuring Impact – A New Tool for Evaluating Responsible Consumption Programs, The Hong Kong Jockey Club Charities Trust
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JournalFock, H, W. K. Chan, Y. Y. S. Cheng, J. Zhang, C. Kan, C. H. Kee, and Lawrence S. L. Choi , Social Impact: Review and Measurement of Such Development, HSUHK Business Review, Jan 2021
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JournalLee, A. L.Y., G. Prendergast, F. Yim, and Lawrence S. L. Choi , A Social Dilemma Perspective on Recycling, Journal of Applied Social Psychology, Jul 2019
Lawrence Sze Lok Choi, Kimmy Wa Chan, Henry Fock, Deepening exploration of socially responsible consumption in generation Z: the impacts of environmental knowledge and perceived consumer effectiveness, Journal of Consumer Marketing, Aug 2025
Based on the knowledge-attitude-behavior (KAB) model, this study aims to explore the relationship between environmental knowledge, attitude toward socially responsible consumption (SRC), and SRC behaviors among Generation Z (Gen Z). Furthermore, the model is extended by incorporating perceived consumer effectiveness (PCE) as an additional predictor, examining the carryover effect of environmental knowledge, and investigating the moderating role of specific environmental knowledge.
About the journal
Journal Name
Journal of Consumer Marketing
Publisher
Emerald
Fock, H, W. K. Chan, Y. Y. S. Cheng, J. Zhang, C. Kan, C. H. Kee, and S. L. Choi , Measuring Impact – A New Tool for Evaluating Responsible Consumption Programs, Measuring Impact – A New Tool for Evaluating Responsible Consumption Programs, The Hong Kong Jockey Club Charities Trust
About the journal
Publisher
The Hong Kong Jockey Club Charities Trust
Fock, H, W. K. Chan, Y. Y. S. Cheng, J. Zhang, C. Kan, C. H. Kee, and Lawrence S. L. Choi , Social Impact: Review and Measurement of Such Development, HSUHK Business Review, Jan 2021
About the journal
Journal Name
HSUHK Business Review
Publisher
Hang Seng University of Hong Kong
Lee, A. L.Y., G. Prendergast, F. Yim, and Lawrence S. L. Choi , A Social Dilemma Perspective on Recycling, Journal of Applied Social Psychology, Jul 2019
About the journal
Journal Name
Journal of Applied Social Psychology
Publisher
Wiley
Conference Presentation
- Exploring Generation Z’s Socially Responsible Consumption: A Revisit of the KAB, 46th ISMS Marketing Science Conference 2024, Sydney, Australia.
- Exploring the Sharing Paradox in Collaborative Consumption: Conceptualizing and Measuring Paradoxical Sharing Behaviors, 46th ISMS Marketing Science Conference 2024
- Paradoxical Sharing Behavior: Conceptualization, Scale, Development, and Validation, 2023 AMA Winter Academic Conference. Nashville
- Responsible Consumption of Generation Z: An Extension of the KAB Framework,” 2023 AMA Winter Academic Conference. Nashville
Exploring Generation Z’s Socially Responsible Consumption: A Revisit of the KAB, 46th ISMS Marketing Science Conference 2024, Sydney, Australia.
Exploring the Sharing Paradox in Collaborative Consumption: Conceptualizing and Measuring Paradoxical Sharing Behaviors, 46th ISMS Marketing Science Conference 2024
Paradoxical Sharing Behavior: Conceptualization, Scale, Development, and Validation, 2023 AMA Winter Academic Conference. Nashville
Responsible Consumption of Generation Z: An Extension of the KAB Framework,” 2023 AMA Winter Academic Conference. Nashville
Memberships, Awards and Honors
- AMA Higher Ed SIG Doctoral Student Research Grants, 2024
- Hong Kong Baptist University, Scholastic Award, 2019
- Lifetime membership of Betta Gamma Sigma Society, 2019