• 238 Citations
  • 8 h-Index

Research output per year

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Personal profile


LayPeng Tan holds a PhD from University of New South Wales. Prior to joining the academia, LayPeng held senior marketing and management positions in the consumer and industrial goods sectors. Her current research interests lie within the broad areas of consumer behaviour, digital marketing, retailing, and green marketing with a specific focus on the attitude-behaviour gap, and the roles of marketing in the face of the green challenge. Her publications have appeared in Journal of Business Ethics, Marketing Intelligence & Planning, Journal of Marketing Management, Australasian Marketing Journal, The International Review of Retail, Distribution and Consumer Research, and Asia Pacific Journal of Marketing and Logistics etc.

Research interests

Green Marketing
Consumer Perceptions
Digital Marketing
Retail Assortment

For a summary :https://lighthouse.mq.edu.au/article/june/would-you-switch-detergents-to-avoid-eco-apocalypse


Teaching Awards

  • 2019: Highly Commended Finalist for Vice-Chancellor’s Learning and Teaching Student Nominated Award
  • 2019: Macquarie Business School Student Nominated Learning & Teaching Award
  • 2017:  Vice Chancellor’s Citation for Outstanding Contributions to Student Learning, Macquarie University
  • 2017:  Dean’s Excellence Award for Student Experience, Faculty of Business & Economics, Macquarie University


  • 2018:  Achieved Fellowship of the Higher Education Academy in recognition of attainment against the UK Professional Standards Framework for teaching and learning support in higher education

Teaching Interests

  • Digital Marketing
  • Marketing Management
  • Marketing Communications
  • Consumer Behaviour

Research student supervision


  • YungChul Kim. "Consumer Forgiveness". Commenced in July 2019. Associate Supervisor.
  • Chedia Dhaoui. “Brand image in the era of digitally empowered consumers”. Completed in 2018. Associate Supervisor.
  • Nam Nguyen–  " Seek and Ye Shall Switch? The Dynamics of Customer Satisfaction, Knowledge and Confidence in Online Search for Financial Services ". Completed 2016. Associate Supervisor.


  • Cong Hu (Stefanie). “Fast Fashion and Sustainability: An Investigation of Young Chinese Consumers”. Completed 2017. Sole Supervisor.
  • Wei Yao (Master of Research) –Dissertation: "Consumers' Wine Selection and the Influence of Confucianism". Completed in 2014. Associate Supervisor.
  • Lawrence Potter (PGCert) – Associate Supervisor. Dissertation: "Motivations of a Social Entrepreneur: Motivational factors that shape the decision on suitable Social Enterprise organisational structures" Completed in 2012.


  • James Burman, Macquarie University. Project: "Effects of Doping Behaviour on Brand Image in Australian Sport". Completed in 2013. Sole supervisor.
  • Kevin Trinh, Macquarie University. Dissertation: "A Study on the Effects of System Quality and the Roles of Web Schema in User Satisfaction Online". Completed in 2012. Sole supervisor.
  • Stephanie Hooper, Victoria University of Wellington, New Zealand. Dissertation: "Personality Congruency and Customer-Based Brand Equity in the Context of Personal Computers". Completed in 2011, First Class Honours. Sole supervisor.

Community engagement

Formal Service and Engagement Roles

FBE:  Faculty of Business & Economics, Macquarie University

DOMM: Department of Marketing & Management, Macquarie University


Corporate Engagement Coordinator, Department of Marketing (2018-Present): Initiating, coordinating and supporting the Department’s industry engagement strategy.

FBE Representative for Online Exclusion Appeals (2014 – 2018): Contributing to Student Governance Services through reviewing and providing thoughtful and timely recommendations on online appeals of show cause / reduction in period of exclusion.

DoMM Representative, Member of FBE Discipline/Hearing Committee, Macquarie University (2013-2016): Implementing and upholding Macquarie University’s Academic Honesty Policy and Procedures; Assisting/Advising DoMM colleagues in students’ disciplinary cases; Inspiring in students the value of integrity as a work and life skill.

FBE First Aider, Macquarie University (2013-2015): Supporting University’s emergency management; Assisting in implementing Work Health & Safety procedures.

DoMM Undergraduate Programme Coordinator (2013-2014): Facilitating the coordination between Faculty and Department in regards to the undergraduate programme delivered by DoMM.

Member of DoMM Learning & Teaching Committee (2011-2012): Supporting DoMM in implementing Learning & Teaching activities and tasks e.g., collating data for MQ Library / Nielsen survey and teaching allocation.

Academic Mentor, FBE First STEP Mentoring (2012): Mentoring three first year students towards a successful start to their University experience.


Professional Membership

  • Australia and New Zealand Marketing Academy (ANZMAC)
  • Australia Marketing Institute (AMI)
  • Fellow, Certified Practising Marketer (FAMI CPM)

Research engagement

2016  Office for Learning and Teaching [CATEGORY 1], 2016-2017 (A$40,000) (SD15-5133 SEED)

“Aligning business education with industry expectations on employability and sustainability”, Co-Investigator, 

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Research Outputs

Industry and higher education: case studies for sustainable futures

Wood, L. (ed.), Tan, L. P. (ed.), Breyer, Y. A. (ed.) & Hawse, S. (ed.), 2020, Singapore: Springer. 314 p.

Research output: Book/ReportEdited Book/Anthology

  • Sustainability for organisational success: how Is Optus joining the dots?

    Baillie, Z., Tan, L. P., Breyer, Y. A. & Buay, A., 2020, Industry and higher education: case studies for sustainable futures. Wood, L., Tan, L. P., Breyer, Y. A. & Hawse, S. (eds.). Singapore: Springer, p. 73-100 28 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

  • Towards sustainable futures

    Wood, L. N., Tan, L. P., Breyer, Y. & Hawse, S., 2020, Industry and higher education: case studies for sustainable futures. Wood, L., Tan, L. P., Breyer, Y. A. & Hawse, S. (eds.). Singapore: Springer, p. 1-10 10 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

  • Aligning business education with industry expectations on employability and sustainability

    Breyer, Y., Tan, L., Zaheer, H., Denby, L. & Rickards, S., 2019, Canberra: Australian Government Department of Education and Training. 79 p.

    Research output: Book/ReportCommissioned report

    Open Access
    19 Downloads (Pure)

    Exploring consumers' purchase intention towards green products in an emerging market: The role of consumers' perceived readiness

    Arli, D., Tan, L. P., Tjiptono, F. & Yang, L., Jul 2018, In : International Journal of Consumer Studies. 42, 4, p. 389-401 13 p.

    Research output: Contribution to journalArticle

  • 14 Citations (Scopus)