Goenka’s research investigates consumer morality — how moral beliefs shape consumption preferences and economic patterns. His work seeks to show that understanding consumer morality can help inform policy decisions, positioning strategies in marketing, and social campaigns.

He has co-authored articles in the Journal of Consumer Research and the Journal of Personality and Social Psychology and given presentations at conferences of the Society of Consumer Psychology. He teaches consumer behavior at Pamplin.

His recognitions include the AMA-Sheth Doctoral Consortium Fellowship in 2018 and the Bartholomew Family Ph.D. Scholarship Award in 2017 and 2018.

Goenka has worked as a consumer market researcher in the hospitality industry, a senior manager of a family-owned manufacturing business in New Delhi, India, and marketing manager at restaurants in New Delhi and New York City.

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