2026 PhD supervision: available.

Dr. Joseph Chen is a Senior Lecturer in Marketing at Macquarie University in Sydney, Australia. His research focuses on business ethics issues in marketing, particularly how consumers respond to ethically questionable business practices. He has explored this topic in various contexts, such as brand scandals and crises, data privacy practices in services marketing, technological disruptions, and greenwashing in fast-moving consumer goods.

Dr. Chen's research on consumer ethical decisions during brand crises has been published in Financial Times top 50 journals (FT50), including the Journal of the Academy of Marketing Science and the Journal of Business Ethics. His studies on consumer responses to the ethical issue of data privacy have been applied in multidisciplinary contexts and featured in top journals such as Industrial Marketing Management (A*), International Journal of Hospitality Management (A*), and International Journal of Information Management (A*). Additionally, he explores consumer responses in international marketing contexts and has published in the top international marketing journals, including Journal of International Marketing (American Marketing Association Journal) and International Marketing Review (A/ABS3).

In 2022, Joseph was honored with the Best Paper Award in the social marketing track at the Australian and New Zealand Marketing Academy Conference. He also received the Early Career Researcher Award from Macquarie Business School. In 2024, he was awarded the Macquarie University Research Acceleration Grant ($43,000) for his collaboration with the Cyber Security Hub and BioInnovation Grant ($28,500) for his collaboration with Centre for Agency and Ethics.

Joseph's research has garnered attention from international media outlets and has been included in government and public policy reviews, such as the 2021 Australian Privacy Act Review and the World Health Organization database.

As a passionate educator, Joseph's teaching philosophy centers on making abstract marketing theories understandable, intellectually stimulating, engaging, and relatable for marketing students in an ever-changing environment. In 2023, he was recognized with the Highly Commended Vice-Chancellor's Learning and Teaching Early Career Award, making him the sole recipient from Macquarie Business School. In both 2024 and 2025, he supported Master of Marketing by gaining the Macquarie Business School Course Success Grant.

Current research topics

• Consumer responses toward innovation failures
• Consumer responses toward data breach events
• Consumer trust in human-AI collaboration
• Zero-sum mindset and ethical decision-making