Christian Nedu Osakwe

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About

Christian Nedu Osakwe is a leading scholar at the intersection of technology adoption, consumer behavior, and retail innovation. His research primarily explores how emerging technologies—particularly artificial intelligence and robotics—reshape consumer experiences, with a strong focus on generational cohorts such as Gen Z. In his highly cited 2024 study, Osakwe developed a cognitive-affective-normative framework to explain Gen Z shoppers’ willingness to interact with customer-service robots in physical retail environments, offering critical insights for retailers navigating automation. This work, already garnering 22 citations shortly after publication, exemplifies his ability to bridge theoretical depth with practical relevance. Osakwe’s broader contributions include advancing understanding of technology acceptance, sustainable consumption, and digital marketing strategies across diverse cultural contexts. His research is widely recognized for its methodological rigor and real-world applicability, frequently appearing in top-tier journals. By illuminating how cognitive, emotional, and social norms drive human-robot interaction, Osakwe provides essential guidance for businesses and policymakers aiming to integrate automation while maintaining customer trust. His work continues to shape conversations on the future of retail and human-technology relationships.