Yulianawati, a Master’s graduate in Business Administration, has been recognized as one of the 2025 Outstanding Graduates of Northwestern Polytechnical University for her impactful research in sustainable development and responsible business practices. During her time at NPU, she actively engaged in meaningful research, published scholarly work, and earned national recognition for her academic contributions. Her journey reflects a commitment to personal growth and making a positive impact through knowledge. Let’s take a closer look at her inspiring story and accomplishments at NPU.

Yulianawati 是西北工业大学工商管理专业的硕士毕业生，因其在可持续发展和负责任的商业实践方面的卓越研究成果，荣获2025届“优秀毕业生”称号。在校期间，她积极投身于学术研究，发表多篇学术成果，并因其突出的学术贡献获得国家级认可。她的求学之路不仅体现了对自身成长的坚持，也展现了以知识推动社会进步的壮志。让我们一同走进她在西工大的精彩经历与卓越成就。

Hello! My name is Yulianawati, and my Chinese name is 鹤熙. I’m originally from Lasem, a culturally rich town in Central Java, Indonesia. I recently graduated with an MBA from the School of Management at Northwestern Polytechnical University (NPU), China, where I specialized in marketing sustainability and consumer behavior. Throughout my studies, I developed a strong interest in how businesses can thrive by embracing environmental responsibility—particularly through green product innovations like eco-friendly packaging and sustainable branding. This academic journey deepened my passion for sustainable marketing and led to my recognition as one of the university’s outstanding graduate students, a milestone I hold with great pride.

1.Why China

With a deep curiosity about the world beyond my hometown, I aspired to pursue higher education in a globally dynamic environment. I chose China because of its rapid economic development, innovation-driven economy, and leadership in green technology and sustainable practices. These qualities strongly aligned with my academic interests and long-term goals. Studying in China allowed me to gain not only world-class education but also valuable cross-cultural experiences. It gave me firsthand insight into how sustainability is embedded in modern business strategies and provided a broader global perspective that has enriched both my academic and personal growth.

2.Academic Achievements

Throughout my time at NPU, I immersed myself in research focused on marketing sustainability, publishing two papers that delve into how businesses can integrate sustainability into their marketing strategies. One of my papers explores how social media engagement, consumer purchase behavior, and product promotion can drive business sustainability—particularly in the context of Indonesia. The other examines how consumer green consumption intentions and corporate environmental awareness influence marketing sustainability efforts.

In recognition of my contributions, I was honored as an Award-Winning Author at the 14th “National 100 Excellent Management Cases” in 2023. This prestigious award not only validated the relevance of my work but also fueled my drive to continue advancing sustainability in business. It was a proud moment for me, knowing that my research is making a meaningful impact both in academia and in the business world.

3.Research Focus

My research lies at the intersection of marketing sustainability and consumer behavior. I am particularly interested in how environmentally responsible practices—such as green packaging, eco-labeling, and sustainable branding—can influence consumer trust, perception, and purchase intention. In addition, I explore the power of social media as a communication tool that shapes public awareness and promotes sustainable values. By analyzing behavioral responses to green marketing strategies, I aim to provide evidence-based insights that help companies align their business models with environmental responsibility while enhancing their brand performance and customer loyalty.

4.Resilience in Research and Growth

Pursuing a Master’s degree abroad came with its own set of challenges, from adjusting to a new academic culture to managing complex research tasks in a second language. Yet, each obstacle was a catalyst for growth. I developed resilience, learned to navigate unfamiliar environments, and refined my ability to communicate and conduct research across cultures. These experiences strengthened not only my academic foundation but also my adaptability and perseverance—qualities I now carry forward into every professional and personal endeavor.

5.My Beloved Supervisor

My academic journey would not have been as fulfilling without the guidance of my Master’s supervisor, Wang Yinghui Laoshi. Her mentorship played a vital role in shaping my academic direction. She provided continuous encouragement, clear feedback, and shared her deep expertise in marketing, which greatly improved the quality and depth of my research. Her patience and belief in my potential motivated me to challenge myself and maintain high standards. I am sincerely grateful for her support, which has left a lasting impact on both my academic and personal growth.

6.Study at NPU

Studying at Northwestern Polytechnical University was a transformative chapter in my life. The university’s commitment to innovation and interdisciplinary learning provided a stimulating environment for research. I was fortunate to collaborate with inspiring professors and peers who shared my enthusiasm for sustainability and strategic marketing. The academic resources, coupled with a supportive international community, enabled me to explore relevant issues through both theoretical and practical lenses. Beyond academics, the multicultural setting at NPU allowed me to build lasting friendships and broaden my worldview.

7.Encouragement for Future Students

To prospective students considering international education—especially in China—I wholeheartedly encourage you to take the leap. Stepping outside your comfort zone can be challenging, but it is also incredibly rewarding. You will grow in ways you never imagined, both intellectually and personally. Be open-minded, ask questions, and embrace every opportunity to learn, whether inside or outside the classroom. Remember, every challenge you face will shape you into a stronger, more resilient version of yourself.

8.Future Plan

Looking ahead, I plan to focus on academia and research with a strong emphasis on sustainability. My goal is to contribute to the development of sustainable business strategies that not only drive long-term value for companies but also protect and preserve the environment. Through my work, I aim to bridge the gap between theory and practice, offering actionable insights that help businesses adopt greener practices. By focusing on green innovations, eco-friendly branding, and responsible marketing, I hope to empower businesses to thrive while contributing to a more sustainable future.

撰稿：Yulianawati