Dr. Lizhu Davis is an associate professor of fashion merchandising (FM) at California
State University, Fresno, where she has taught all FM courses since 2007. Dr. Davis
earned her Master’s degree in Textile Design and Marketing and a Ph.D. in Consumer,
Apparel, and Retail Studies from the University of North Carolina at Greensboro. Prior
to her graduate studies, she worked in the textile industry in China. During her initial
years at Fresno State, she brought fashion business elements into the FM program,
including fashion retail buying, international sourcing, and fashion entrepreneurship.
Dr. Davis’ research focuses on consumer shopping behavior, specifically shopping experiences,
shopping value, shopping orientation, as well as store choices and preferences. As
a Coleman Fellow of Entrepreneurship, she is pursing fashion entrepreneurship research.
She has investigated Fashion students’ entrepreneurial intentions, as well as fashion
entrepreneurs’ idea recognition and startup process. She has published in academic
journals on consumer behavior, retailing, and entrepreneurship, including International
Journal of Consumer Studies, Journal of Retailing and Consumer Services,International
Review of Retail, Distribution and Consumer Research, and Journal of Enterprising
Culture.
Consumer shopping behavior, including shopping value, experiences, motivation, orientation,
and store choice criteria; religiosity and shopping; green apparel consumption behavior;
fashion entrepreneurship; social medial and appearance management