Profile

Dr Sandra Awanis is a Lecturer in International Marketing at Lancaster University Management School.

Sandra’s research examines how global cultures shape the way people, businesses and communities participate in marketplaces, and how we can use that understanding to help them thrive. Her early work on cross-cultural consumer research has been published in leading journals including the Journal of International Business Studies and the Journal of Business Ethics. It now drives her research programmes on global sustainability and capacity-building.

Sandra’s current work explores how consumers and organisations adapt to global challenges. She presently researches the hidden social costs of sustainability in the Global South, how sustainable education can nurture green skills as practical wisdom, how consumers navigate uncertainties in global environments, and how firms from emerging markets grow internationally and sustainably. Her work on green skills and microsavings have been recognised with university awards and competitive funding.

Beyond her research projects, Sandra is developing learning resources for global marketing education and a guide for climate research translation into community action in Southeast Asia. She works closely with industry, community and international partners in her current home in the UK, her home country Indonesia, and her adopted home in Malaysia to keep her research grounded in practical realities. Her work speaks to policymakers, educators and practitioners on pressing issues such as inclusivity and sustainable consumption, and resilience amongst communities and businesses, in ways that respect cultural difference.