Dr Pham Van Hau

Qualifications

Profile

Pham Van Hau is a Lecturer in Marketing at Unitec Institute of Technology and former PhD scholar at the Department of Marketing, University of Otago. His research is in the areas of consumer behaviour, sustainability and marketing analytics. His work has been published in the Journal of Strategic Marketing, Sustainable Futures, British Food Journal, Journal of Environmental Challenges, International Journal of Human-Computer Interaction and international conferences such as the Australia & New Zealand Marketing Academy (ANZMAC) and the International Conference on Resource Sustainability (icRS)

Professional memberships

• Associate Member, The Chartered Institute of Marketing (CIM)
• Full member, Society for Consumer Psychology (SCP)
• Full Member, Australian & New Zealand Marketing Academy (ANZMAC)

Awards

• University of Otago – Exceptional Doctoral Thesis

• Winner of 2025 ANZMAC Service Award
• Winner of Outstanding Doctoral Student, Otago Business School, University of Otago
• Winner of People Choice Award, Matariki 3MT competition
• Overall Winner of 3MT Competition, University of Otago
• Winner of 3MT Competition, Division of Commerce, University of Otago
• Winner of Highly Commended Paper Award, International Social Marketing Conference (ISMC)
• Winner of AMA's Marketing & Society Special Interest Group (MASSIG) Doctoral Scholarship Award
• Winner of AMS Review/Sheth Foundation - Doctoral Competition for Conceptual Articles (DoCCA)
• Finalist of the Global Pitching Research Competition

• Winner of the ANZMAC Doctoral Travel Fund
• Winner of the University of Otago Brooker Doctoral Travel Scholarship

• University of Otago Doctoral Scholarships

Editorial Position

• Associate Editor, Journal of Strategic Marketing (ABDC – A)
• Editorial Board Member, Health Marketing Quarterly (ABDC – B)

Publications

Van Hau, P., Rundle-Thiele, S., Thyne, M., Robertson, K., & Hamlin, R. (2026). Consumers’ capabilities, opportunities and motivations that drive single-use plastic (SUP) reduction: a qualitative study on the case of milk packaging. British Food Journal, 128 (13), 103-120. https://doi.org/10.1108/BFJ-03-2025-0367

Van Hau, P., Robertson, K., Thyne, M., Hamlin, R., & Rundle-Thiele, S. (2025). Reducing single-use plastics (SUPs) consumption: A synthesis of I and S level approaches. Sustainable Futures, 10, 101087. https://doi.org/10.1016/j.sftr.2025.101087

Van Hau, P., Thyne, M., Rundle-Thiele, S., Robertson, K., & Hamlin, R. (2025, December 1-3). Reducing single-use plastic (SUP) milk bottles: A citizen-centric approach [Paper presentation]. ANZMAC 2025 Riding the Waves: Navigating Marketing’s Dynamic Landscape. Sydney, Australia. https://anzmac.org/conferences/.

Van Hau, P., Rundle-Thiele, S., Thyne, M., Robertson, K., & Hamlin, R. (2025, May 14-15). Reducing single-use plastics (SUPs): Barriers and enablers for milk [Paper presentation]. International Social Marketing Conference (ISMC): Social Marketing in the Age of Disruption, Canberra, Australia.

Van Hau, P., McIver, T., Robertson, K., & Thaichon, P. (2025). Effective customer segmentation using the recency, frequency, and monetary framework, combined with density-based clustering. Journal of Strategic Marketing, NA, 1-23. https://doi.org/10.1080/0965254X.2025.2571534

Van Hau, P., & Luong, H. (2024, December 2-4). Chatbot in higher education - modern learning approach [Paper presentation]. ANZMAC 2024 AI for Sustainable Marketing: Bridging Innovation and Responsibility. Tasmania, Australia. https://anzmac.org/conferences/.

Van Hau, P., Thyne, M., Robertson, K., Hamlin, R., & Rundle-Thiele, S. (2024, December 2-4). Individual-Level and System-Level SUP Consumption Behaviour Change [Paper presentation]. ANZMAC 2024 AI for Sustainable Marketing: Bridging Innovation and Responsibility. Tasmania, Australia. https://anzmac.org/conferences/.

McIver, T., Van Hau, P., Robertson, K., & Hamlin, R. (2024, December 2-4). Using AI Model to Identify Customer Segmentation [Paper presentation]. ANZMAC 2024 AI for Sustainable Marketing: Bridging Innovation and Responsibility. Tasmania, Australia. https://anzmac.org/conferences/.

Van Hau, P., Nguyen , T K., & Nguyen, H. (2024, November 5-8). Voluntary Behaviour Change with regard to resolving single-use plastics (SUP) problems in Vietnam [Paper presentation]. 2024 International Conference on Resource Sustainability (icRS 2024). Bangkok, Thailand. https://www.icrsconf.com/icRS/icRS%202024%20Abstract%20Book.pdf.

Van Hau, P. (2024). Rethinking single-use plastic (SUP): Behavioural insights and lessons from a developing nation. Environmental Challenges, 17, 101052. https://doi.org/10.1016/j.envc.2024.101052