Biosketch

Dr. Shiksha Singh Kushwah is an Assistant Professor in Marketing at the Department of Management Studies, Netaji Subhas University of Technology (formerly Netaji Subhas Institute of Technology), New Delhi. Previously, she worked as an Assistant Professor with NTPC School of Business (mentorship by IIM Ahmedabad). She holds a Ph.D. from the Department of Management Studies, Indian Institute of Technology (IIT) Delhi. She has also been awarded a Senior Research Fellow by the University Grants Commission (UGC). She has gained experience in the corporate sector, particularly in various marketing functions. 

She has actively participated in research and consulting assignments for various esteemed organizations such as Delhi Research Implementation and Innovation (DRIIV), the Office of Principal Scientific Adviser (PSA) to the Government of India, National Highway Logistics Management Limited (NHLML), and Indian Council of Social Science Research (ICSSR). She has published in various renowned international journals, such as the Journal of Cleaner Production, Journal of Environmental Management, Journal of Retailing and Consumer Services, Appetite, Food Quality and Preference, and Energy.

Areas of Interest

Sustainable consumption, Waste Management, Viral Marketing, Metaverse in marketing

RESEARCH PROJECTS

• "Fostering Innovation among Young Minds through Innovation Labs: Investigating the Facilitators and Barriers to the Adoption of Atal Tinkering Labs in India,"  awarded by the Indian Council for Social Science Research (ICSSR), New Delhi, under the scheme of a special call for short term empirical research 2023-24 (Principal Investigator).
• "Development of a socio-economic model to motivate the Delhi NCR population for segregation of household waste" awarded by Delhi Research Implementation and Innovation (DRIIV), Office of Principal Scientific Adviser (PSA), to the Government of India (2019-2021) (Co-Principal Investigator)

JOURNAL PUBLICATIONS

• Kushwah, S., Iyer, R., Agrawal, A., & Korpal, S. (2024). Understanding switching intentions towards renewable energy technologies using push-pull-mooring framework. Journal of Cleaner Production, 465, 142656 (Impact factor-9.7; ‘A’ Category journal; SCIE Indexed)
• Kushwah, S., Gokarn, S., Ahmad, E., & Pant, K. K. (2023). An empirical investigation of household's waste separation intention: A dual-factor theory perspective. Journal of Environmental Management, 329, 117109. (Impact factor-8.0; A’ Category journal; SCI Indexed)
• Patyal, V. S., Kumar, R., & Kushwah, S.  (2021). Modeling Barriers to the Adoption of Electric Vehicles: An Indian Perspective. Energy, 121554. (Impact factor-9.0; SCI Indexed)
• Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247. (Impact factor-11.0; ‘A’ Category journal; SSCI Indexed)
• Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioural reasoning perspectives on organic food purchase. Appetite, 154, 104786. (Impact factor-4.6; ‘A’ Category journal; SCIE Indexed)
• Kushwah, S., Dhir, A., Sagar, M, & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402. Indexed in Elsevier (Impact factor-4.6; ‘A’ Category journal; SCIE Indexed)
• Kushwah, S., Dhir, A., & Sagar, M. (2019). Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production, 236, 117519. Indexed in Elsevier (Impact factor-9.7; ‘A’ Category journal; SCIE Indexed)
• Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance towards consumption of organic food. A study of ethical consumption, purchasing and choice behavior. Food Quality and Preference, 77, 1-14. Indexed in Elsevier (Impact factor-4.9 ; ‘A’ Category journal; SCIE Indexed)
• Kushwah, S., Shree, D., Rezaei, S., & Sagar, M. (2019). The impact of culture on consumer’s perception of brand identity: Evidences from Gulf countries. Journal of Islamic Marketing. (‘B’ category journal, UGC Care list, Scopus Indexed)
• Kushwah, S., Shree, D., & Sagar, M. (2017). Evolution of a framework of co-creation in political marketing: select cases. International Review on Public and Nonprofit Marketing, 14(4), 427-445. (‘B’ category journal)

INTERNATIONAL CONFERENCE PUBLICATIONS

• Kaur, D., & Kushwah, S. (2024, July 2-4). What is the viral marketing process? Empirical evidence on how to get viral. Paper presented at the Academy of Marketing Conference 2024, Cardiff University.
• Kaur, D., & Kushwah, S. (2024, February 20-25). Navigating the Digital Buzz: Unveiling Research Fronts and Exploring Future Research Avenues in Viral Marketing Research. Paper presented at the 2024 AMA Winter Academic Conference, American Marketing Association (AMA).
• Luthra, C., Kushwah, S., & Gokarn, S. (2024, January 21-24). Modelling the Key Barriers to the Purchase of Green Personal Care Products in an Indian Perspective: An ISM and MICMAC Approach. Paper presented at the 9th PANIIM World Management Conference, PANIIM.
• Kaur, N., Kushwah, S., & Gokarn, S. (2024, January 21-24). Analysis of Factors Influencing Adoption of AI-Based Technology for Sustainable Firm Performance. Paper presented at the 9th PANIIM World Management Conference, PANIIM.
• Korpal, S., Kushwah, S., & Gokarn, S. (2023, November 16-18). Customer Experience Research in Service: A systematic and bibliometric research. Paper presented at the International Conference on Management Research 2023, Department of Management Studies, Indian Institute of Technology, Madras.
• Sharma, C., Kushwah, S., & Singh, P. (2023, November 16-18). Metaverse in Marketing, consumer behavior and psychology: A systematic review and bibliometric analysis. Paper presented at the International Conference on Management Research 2023, Department of Management Studies, Indian Institute of Technology (IIT), Madras.
• Sharma, C., & Kushwah, S. (2023, September 15-16). Theory of Consumption Values in Consumer Behavior Research: A Review, Synthesis, and Future Research Agenda. Paper presented at the 1st International Conference on "Diversity, Equity and Inclusion: Cultures, Practices and Policies," University School of Management and Entrepreneurship (USME), Delhi Technological University, Delhi, India.
• Kushwah, S.,Iyer, R., & Agarwal, A. (2023). Understanding Switching Intentions towards Renewable Energy Technologies Using Push-Pull-Mooring Framework. Paper presented at the 2023 AMA Winter Academic Conference, February 6-12, 2023.
• Kaur, D., Kushwah, S., Dabas, R., & Ankit. (2022). Why do young consumers share fake news? A qualitative exploration. Paper presented at The 2nd Pritam Singh Memorial (PRISM) Conference, Indian Institute of Management Nagpur (IIMN), November 17-19, 2022.
• Korpal, S., Kushwah, S., & Gokarn, S. (2022). Why does consumer avoid and postpone term Insurance? An exploratory study. Paper presented at The 2nd Pritam Singh Memorial (PRISM) Conference, Indian Institute of Management Nagpur (IIMN), November 17-19, 2022.
• Kushwah, S., Shree, D., & Sagar, M.Vidyasagar Institute of Mental Health (VIMHANS): Fighting Odds to Provide Affordable Mental Healthcare Services. NACRA 2017 Annual Conference, Chicago, USA, 19-21 October, 2017.
• Kushwah, S., & Sagar, M. Factors underlying ethical decision making of product managers of telecom companies in India. Conference on Brand Management, Delhi, India, (16-17 April, 2016), Emerald Proceedings pg. no. 123
• Kushwah, S., Shree, D., Bajoria, S., & Surana, V. Viral Marketing: Role of Initiator. International Conference on Innovative Brand Building Through Digital Marketing, IMI New Delhi (30-31 January, 2016)
• Kushwah, S., Sharma, A., & Sagar, M. Progressing from E commerce to M commerce. International Conference on Telecommunication Technology & Management, Delhi, India. (11-12 April 2015), Springer Proceedings pg. no. 73

BOOK CHAPTERS

• Shree D., Kushwah S., Sagar M. (2019) Vidyasagar Institute of Mental Health: Bringing People Together for a Cause. In: Galan-Ladero M., Alves H. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham