Paula Arbouw

Dr. Paula Arbouw is a Senior Lecturer in the Department of Agribusiness and Markets at Lincoln University's Faculty of Agribusiness and Commerce, where she has been employed since February 2022. With over a decade of teaching experience, she previously held roles at Ara Institute of Canterbury (2015-2021) and the University of Canterbury (2011-2013). Her academic credentials include a PhD and BCom (Hons) from the University of Canterbury, complemented by a CTLT certification.

Her research centers on:

• Sustainable and ethical consumption from consumer/organizational perspectives
• Integration of indigenous Māori culture in marketing strategies
• Consumer morality's impact on prosocial behaviors
• Social marketing applications for community well-being

She also explores sustainable branding, gift-giving rituals, and food-related digital behaviors.

Publication analysis reveals strong focus on:

• Sustainability in consumer culture (e.g., ethical consumption, green branding)
• Cross-cultural marketing, particularly Māori business integration
• Marketing education-industry alignment challenges
• Behavioral psychology in charitable giving and digital ethics

Teaching contributions include serving as examiner for:

• MKTG 681: Managing Marketing
• MKTG 308: Marketing New Zealand Products and Services
• MKTG 202: Social Marketing and Ethics

She holds professional membership in the Marketing Association of New Zealand and reviews for Marketing Intelligence and Planning and the Journal of Consumer Services.