Paul Naughton

Paul Naughton is a Lecturer in Marketing at Edinburgh Napier University's Business School. With a PhD in Food Marketing (2013), he specializes in consumer behavior related to food choice, healthy eating, sustainable consumption, and social marketing. His research integrates public health and marketing disciplines.

• Education
  • PhD in Food Marketing (2008-2013), Edinburgh Napier University

Current research projects include:

• Co-designing a Wellbeing Programme for Young Women (2024-2025): Focuses on social media marketing literacy
• Hegemonic Masculinity and Meat Consumption (2018-2019): Examines gender norms in dietary choices

His publications span topics from plant-based meat alternatives to food fraud prevention, emphasizing behavioral interventions for healthier consumption patterns. He currently supervises Kenan Wallace in a PhD project about social media's impact on Generation Z's vegan dietary attitudes.

Research Affiliations:

• International Centre for Management and Governance Research
• Business School, Edinburgh Napier University