Brendan Moyle

About

Brendan Moyle is a Senior Lecturer at Massey University, located at the Albany Campus in New Zealand. His research interests focus on consumer behavior and the traditional medicine market, particularly in the context of Chinese bear bile products. Recent publications include studies on consumer switching behaviors between wild, farmed, and synthetic bear bile, as well as investigations into the integration of consumer data with insights from traditional medicine practitioners to enrich understanding of Chinese bear bile markets.