How climate risk shapes consumer choices: Meet Assistant Professor Taewook Lim

Taewook Lim joined the Alberta School of Business on July 1, 2026, as an assistant professor in the Department of Marketing, Business Economics and Law. His research explores how environmental and social challenges shape the decisions consumers make.

With expertise in consumer behaviour, sustainability and climate-related risk, Lim studies how events such as wildfire smoke and hurricanes influence what people choose to buy.

Welcome to the Alberta School of Business! What brought you here?

I was drawn to the Alberta School of Business because of its strong research environment and the breadth of work being done across the school. I saw it as a place where I could continue developing my own research while also learning from colleagues with different interests and perspectives. I was also impressed by the PhD students I met, who struck me as both highly capable and genuinely enthusiastic about research.

Overall, I felt that Alberta would be a great place to grow as a researcher and contribute to an active academic community.

How would you describe your main research interests?

My research broadly examines how consumers make decisions in response to environmental and social challenges. A common theme across my work is understanding how changes in consumers’ environments, particularly those related to climate and natural disasters, affect what they choose to buy.

One of my projects examines whether exposure to wildfire smoke changes consumers’ demand for environmentally sustainable products.

Another project examines how consumers respond when a hurricane is approaching. In this work, I examine how that uncertainty affects demand for hedonic products and what it can tell us about consumer decision-making under threat.

More broadly, I am interested in how climate-related risks, sustainability initiatives, environmental policies, and other changes in the marketplace shape consumer behavior.

What have you learned or discovered about the school, the students, or the wider Edmonton community, so far?

One of the things that has stood out to me most is the strong research culture across the school. I have enjoyed getting to know both colleagues and students and hearing perspectives that are different from my own. There is a lot of intellectual curiosity here, and I appreciate being in an environment where people are interested in exchanging ideas and learning about each other’s work.

I am still relatively new to Edmonton, so I am continuing to learn about the city and the broader community. So far, I have enjoyed getting a better sense of the different neighborhoods and the character of the city.

What are you most looking forward to in your teaching and research here in the years ahead?

On the research side, I am looking forward to continuing to study how consumers respond to environmental risks and other changes in their surroundings. Climate change and sustainability create many important questions for consumers, firms, and policymakers, and I hope to better understand how people adapt their decisions when they face these changing conditions. I am also interested in expanding my research into new settings and questions as I develop my research program at Alberta.

In my teaching, I am especially looking forward to helping students understand how data can be used to answer real marketing and business questions. I enjoy connecting analytical methods to actual consumer and managerial decisions so that students can see not only how a method works, but also why it is useful. I also look forward to learning from my students, particularly as I become more familiar with the Canadian business environment.

Outside of work, what do you enjoy doing in your spare time?

Outside of work, I enjoy staying active, especially going to the gym and running. Exercise is an important part of my routine and gives me a good way to recharge. I also enjoy trying new restaurants, finding good coffee shops, and spending time with friends.

Since moving to Edmonton, I have also enjoyed exploring different parts of the city. I like visiting parks, walking through different neighborhoods, and spending time along the North Saskatchewan River. I am still discovering new places and getting to know the city better.