Hi, welcome to my personal website.

I am an Associate Professor ("Maître de Conférence" in French) in the marketing department at IAE Lille, the School of Management of the University of Lille. I will be the coordinator of the Master MB2i  (Marketing Business to Business International et Innovation), from September 2026. 

Having closely worked with shared mobility companies, I am particularly interested in the environmental challenges faced by the transportation sector, and how consumers, companies, and policymakers can work together to promote active and sustainable mobility. On the consumer side, I am interested in understanding motivations and barriers to sustainable mode choice. On the company side, I focus on user reaction to shared mobility platforms' strategies, as well as the interaction between platform-based and "traditional" mobilities. On the policy-making side, I check the environmental and distributional impacts, and engage in knowledge dissemination. 

The collaborations with my colleagues in Lille extended my work beyond the transportation sector, but with the same agenda: understanding emerging consumption realities to foster a sustainable future.

Before joining IAE Lille, I was a postdoctoral researcher in economics at the University of Paris-Dauphine, PSL, where I won and coordinated (for Dauphine) the "BlaBlaModes" research project with BlaBlaCar, funded by the French Ecological Transition Agency (ADEME). You can learn more about the team, the working group on transport, energy, and climate economics, and our online encyclopedia about sectoral regulation.

I am passionate about musicals (especially Broadway musicals). If you are curious about it, go to the "On Stage" page to learn more about my projects :) Not surprisingly, culture and art economics and management have also entered my research agenda.

You can find my CV here.

My email is dianzhuo.zhu [at] univ-lille [dot] fr. Feel free to reach out!  

Cover Photo: Lonquimay Volcano, Chile