If you made any changes in Pure these will be visible here soon.

Personal profile


Vik Naidoo is Professor of Business, and Pro Vice Chancellor (Enterprise Development & Partnerships) at the University of Canberra.

Professor Naidoo completed his PhD at Victoria University of Wellington in New Zealand and has also studied at the University of Auckland and Harvard University (Graduate School of Education).

As a quantitative social scientist, Vik’s research interest is in the application of behavioural science to the domain of consumer behaviour. His published research has covered a broad range of topics such as digital technology adoption, the student as consumer concept, word of mouth marketing, pricing strategies, business ethics, amongst others. The underlying theme across this scope of work is the study of the micro-foundations of consumer psychology where the main objective is to explore why consumers act the way they do.

Vik’s research has been published in leading outlets (Australian Business Deans Council A* and A as well as FT50 - Financial Times top 50 - ranked journals) such as the Journal of Business Ethics,  Journal of Vocational Behaviour, Journal of Business Research, European Journal of Marketing to name a few.

His research has informed policy including serving in an advisory capacity to the Commonwealth’s Department of Industry, Innovation, Science, Research and Tertiary Education (DIISRTE), and the New Zealand Ministry of Education. He has also consulted to industry including with Bain & Company, Bain Capital, LEK Consulting, Chemistry Australia, Thales to name a few. His work has attracted over $1 million in research funding.

Prior to joining the University of Canberra, Vik worked with the University of Sydney and the NSW Government. In the latter role, he led the implementation of the NSW Institute of Applied Technology, a key recommendation of the Gonski and Shergold review of the tertiary education sector in NSW. The success of this work was profiled by media outlets such as the Australian Financial Review, the Australian and the Sydney Morning Herald. The outcome of this work was also nominated as a finalist to the Australian Information Security Association (AISA) Cyber Security Educator of the Year Award in 2023.

Vik is particularly keen to hear from prospective research students and collaborators in the area of human-technology interaction applied to the fields of marketing, consumer behaviour and consumer psychology.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production


Dive into the research topics where Vik Naidoo is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or