Assistant Professor of Marketing Andong Cheng at the University of Delaware’s Alfred Lerner College of Business and Economics has been named a Faculty Fellow at the Delaware Environmental Institute (DENIN) for the 2025–27 term. Cheng is the first faculty member from the Lerner College to receive this honor, a milestone that expands DENIN’s interdisciplinary impact and affirms Lerner’s strategic commitment to advancing business as a force for good.
Cheng joins Rosie Grayburn, associate scientist at the UD Museum Conservation Lab, and John Jungck, professor emeritus of biological sciences, as members of DENIN’s second Faculty Fellows cohort. Each fellow will receive up to $10,000 annually to support innovative, cross-disciplinary environmental projects. Together, the cohort brings diverse expertise to issues like sustainability, public engagement and environmental justice.
Pioneering Research in Consumer Waste Behavior
Cheng’s research focuses on consumer psychology, exploring how personality traits and social influences shape environmentally relevant behavior. A key question drives her work: When and why do consumers generate excessive product waste?
With her research team, Cheng developed the Consumer Product Waste Aversion Scale, the first tool to measure individual sensitivity to product waste across all stages of the consumer-product lifecycle. The scale helps identify not only what desensitizes consumers to waste, but also the attitudes and habits practiced by more sustainable, low-waste consumers.
“This scale provides valuable insights into the psychological factors that drive sustainable consumption behaviors,” Cheng said. “It also has practical applications for businesses looking to promote more environmentally responsible customer behavior.”
Her findings are already contributing to a growing body of scholarship that connects marketing research with environmental outcomes, work that aligns closely with Transformative Excellence, Lerner College’s 2025–2030 Strategic Plan.
Building Interdisciplinary Connections
As a DENIN Faculty Fellow, Cheng plans to extend the reach of her research beyond traditional academic boundaries, collaborating with organizations and scholars in psychology, economics, environmental science and sustainability.
“My research on consumer waste patterns is relevant to many disciplines, and I see significant potential for collaboration with other DENIN affiliates outside my primary field of business administration,” she said.
She will also focus on research outreach, presenting her findings at conferences focused on sustainability and consumer behavior and engaging with field-based partners to test and apply her lab-based results in real-world contexts.
“One of my goals is to collaborate with sustainability-oriented field partners to validate my research findings and bring those partnerships back to DENIN,” Cheng said. “These relationships could also provide new data sources and engagement opportunities for other faculty members.”
Expanding the Role of Business in Environmental Research
Cheng’s fellowship not only introduces business insights into DENIN’s environmental research agenda, but also demonstrates the powerful role business education can play in addressing global challenges like climate change and sustainability. Her work serves as a model for how research in marketing and consumer behavior can inform public policy, corporate practice and community-based environmental initiatives.
“Our Faculty Fellows bring deep knowledge and talents from diverse perspectives, and I am excited to see the impacts of the initiatives that Andong, John and Rosie will pursue,” said DENIN Director Holly Michael.
Cheng’s selection reflects the Lerner College’s strategic focus on high-impact scholarship, interdisciplinary collaboration and societal relevance. As Lerner continues to strengthen its research culture and external partnerships, Cheng’s fellowship positions the college at the forefront of sustainability-focused business research and education.