People | Industry and Policy Partners

Dr. Paula Arbouw

Research Fellow | Lincoln University

Paula is a Research Fellow at the CanBe Lab, bringing over 10 years of teaching experience and a strong background in market research. She is passionate about using marketing to promote positive societal change, particularly through the lens of ethics, sustainability, and prosocial behaviour.

Her research explores how communication and marketing strategies can encourage sustainable and ethical consumption, both from the consumer perspective and through organisational initiatives. She is also deeply interested in consumer morality, investigating how individual values influence consumption choices and behaviours that benefit society.

A key focus of Paula’s work is the integration of indigenous culture and knowledge into marketing, reflecting her commitment to inclusive and culturally grounded approaches to research and practice. She is currently expanding her research portfolio and developing collaborative networks that align with the CanBe Lab’s mission to drive meaningful behavioural and societal change.

Paula joined Lincoln University in 2022 as a Senior Lecturer in Marketing for the Department of Agribusiness and Markets. Prior to this, she held a similar role at the Ara Institute of Canterbury, where she built a strong foundation in both teaching and applied marketing research.