Founder, Changsha Super Mom Health Technology Co., Ltd.
Executive Dean, CAAC Maternal & Infant Research Institute
Guest Professor, Communication University of China
DBA, IPAG Business School, 2025
Song Zhiping is an experienced media commercialization and integrated marketing communication strategist with extensive expertise in maternal, infant and family consumer markets. From 2010 to 2022, she led commercialization at Mama.cn, where she developed its commercial system from the ground up and worked with leading brands across the maternal and infant sector.
Her professional and research interests connect consumer behavior, sustainable consumption, women’s health, brand marketing and community communication. She co-founded the CAAC Maternal & Infant Research Institute in 2020 and serves as its Executive Dean. She is also a Guest Professor at Communication University of China and has served as a senior judge for major marketing and advertising awards.
Intergenerational Transmission of Sustainable Consumption Practices: Dyadic Dynamics of Green Receptivity, Subjective Knowledge, Peer Conformity, and Intra-Family Communication
Song’s doctoral research focuses on the intergenerational transmission of sustainable consumption within families, examining how green receptivity, subjective knowledge, peer conformity and communication between family members shape consumption practices. The research connects consumer behavior with family dynamics and the broader challenge of encouraging more sustainable lifestyles.