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S M Fatah Uddin

Assistant Professor

Biosketch

Dr. S M Fatah Uddin is the Area Head (Marketing and Retail) and a full time faculty of Marketing. He holds an MBA & PhD in Marketing from Aligarh Muslim University, India. He has taught varied subjects in the marketing domain during his career.

Dr. Fatah published several research papers in ABDC, SSCI and Scopus indexed journals of reputed publishers like Emerald, Elsevier, Taylor & Francis, Sage, etc. (Visit : https://scholar.google.com/citations?user=_DyfryYAAAAJ&hl=en&oi=ao). His research interest includes consumer psychology, green marketing and internet marketing.

Dr. Fatah is the Associate Editor of South Asian Journal of Marketing (Emerald Publishing. He is also a reviewer to various reputed journals including American Marketing Association (AMA)

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Education

  • Ph.D in Marketing , Aligarh Muslim University, Thesis : “Determinants of green purchasing behaviour of young consumers in India: Implications for Marketers”. (2017).
  • Faculty Development Program Certification on Advanced Data Analytics for Research and Teaching from IIM-Kozhikode (February 2024- January 2025).
  • MBA, Aligarh Muslim University (2012)
  • BSc.(H) Industrial Chemistry, Aligarh Muslim University, (2010).

Research

  • Sustainable Consumption
  • Green Marketing
  • Online Marketing
  • Research Techniques

Area of Interest and Research

  • Sustainable Consumption
  • Green Marketing
  • Online Marketing
  • Research Techniques

Awards & Recognition

  • Best Researcher Award (Bimtech – 2022)
  • Qualified UGC -NET Twice (2012).
  • One of the best performer at IBSAT all India test

Teaching Courses and New Courses Developed

  • Research Methodology
  • Marketing Management
  • Consumer Behaviour
  • Advance Marketing Theories

Experience

  • Assitant Professor, Birla Institute of Management and Technology, July 2021 onwards.
  • Assistant Professor, Galgotias Institute of Management and Technology, Greater Noida, India, Nov 2018 – July 2021.

Academic Positions and Assignments

  • Area Head - Marketing and Retail- Since April 2024
  • Deputy Chairperson- CCR
  • Member- Research Promotion Committee.

Recognitions and Awards

  • Best Researcher Award (Bimtech - 2023)
  • Best Researcher Award (Bimtech - 2022)
  • UGC -NET Twice (2012).

MDP Sessions, Workshops and Technical Lectures

  • Convener- FDP on Advanced Statistical Packages – AMOS & Smart-PLS held at BIMTECH on May 23.
  • Resource Person for a MDP for Bhutan Participants onTraining on Data Management and Labour Market Analysis held between 24th May – 2nd June 2025.
  • Resource Person at a Workshop on Research Methodology held on Nov 21 at Jamia Hamdard University.

Research Papers and Working Papers

  • Exploring stimulus to consumers’ virtual shopping environment in the metaverse. Journal of Computer Information Systems.(ABDC- A, Scopus). (2025).
  • Personal values and sustainable consumerism: Performance trends, intellectual structure, and future research fronts. Journal of Consumer Behaviour, (ABDC- A, Scopus).
  • Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework. Marketing Intelligence & Planning. (ABDC- A, Scopus). (2024).
  • Driving change:Understanding consumers’ reasons influencing electric vehicle adoption from the lens of behavioural reasoning theory. Journal of Environmental Management, 369, 122277. (ABDC- A, Scopus). (2024).
  • Critical Role of Coopetition Among Supply Chains for Blockchain Adoption: Review of Reviews and Mixed-Method Analysis. Global Journal of Flexible Systems Management, 25(1), 117-136. (ABDC- A, Scopus). (2024).
  • A Cognitive-Dissonance Theory Perspective in Understanding Online Shopping Journey. Journal of Computer Information Systems, (ABDC- A, Scopus). (2023).
  • Food-leftover sharing intentions of consumers: An extension of the theory of planned behaviour (2023). Journal of Retailing and Consumer Services. Elsevier. (ABDC- A, IF : 10.9).
  • Demystifying the green purchasing behavior of young consumers: Moderating role of green skepticism (2023). Journal of Global Scholars of Marketing Science. Taylor and Francis. (ABDC – B, IF : 1.2).
  • Mapping the concept of online purchase experience: a review and bibliometric analysis (2023). International Journal of Quality and Service Sciences. Emerald Publishing. (ABDC – B, Scopus)
  • Socio-environmental considerations and organic food consumption: An empirical investigation of the attitude of Indian consumers (2022). Food Quality and Preference. Elsevier. (ABDC- A, IF: 5.3).
  • Antecedents and consequences of supply chain resilience and reconfiguration: an empirical study in an emerging economy (2021). Journal of Enterprise Information Management. Emerald Publishing. (ABDC -A, IF: 6.4).
  • Impact of perceived website cues on purchase experience and e-purchase intention of online apparel buyers (2022). International Journal of Electronic Business. (Scopus).
  • Developing a scale measuring patient expectations and service quality of hospitals in India during COVID-19 (2021). Hospital Topics. Taylor and Francis. (Scopus).
  • Young Consumer’s Green Purchasing behavior: Opportunities for Green Marketing (2018). Journal of Global Marketing. Taylor and Francis. (ABDC -B, Scopus).
  • Exploring green purchasing behaviour of young urban consumers: empirical evidences from India (2016). South Asian Journal of Global Business Research. Now: South Asian Journal of Business Studies. Emerald Publishing. (ABDC- C, Scopus).
  • Green Purchasing Behaviour of Young Indian Consumers: An Exploratory Study (2016). Global Business Review. Sage Publications. (ABDC – C, Scopus).

RESEARCH IN PROGRESS

Projects on following Themes are under progress
Intention to Adopt Hybrid Vehicle.
Anthropomorphism and Brand Management
Customer experience
Metaverse Adoption Intention

Books, Chapters and Technical Reports

  • Role of Socio-Demographic Factors towards Environmental Protection among Urban Indians (2020). Contemporary Issues in South Asia, pp. 297-323. Nova Publishers. (ISBN- 978-1-53617-643-8).
  • Examining Green Purchasing Behaviour of Young Consumers: New Evidences (2019). Global Business Strategies for Sustainability, pp. 250-256. Bharti Publishers. (ISBN- 978-81-942473-8-8.

Conference, Seminar Paper and Presentations

  • Session Chair in the 4th International Rajagiri Management Conference jointly organised by Rajagiri Business School, and Johannesberg Business School Kochi on April 3-4, 2023.
  • Session Chair in the International Conference on Insights in Marketing held atRajagiri Business School, Kochi on February 3-4, 2023.
  • Session Chair at International Conference 2022 by Dr DY Patil B School, in collaboration with Soetomo University, Indonesia, held between 27th April 2022 – 29th April 2022.
  • Track Chair at PRISM Conference held on 18th -19th Nov 2023.
  • Organised Responsible and Resilient Business Conference held on 22-24 April 2022 at BIMTECH.
  • Presented research paper entitled “Investigating determinants of green purchasing behaviour of young consumers in an emerging economy” at the 7th PAN IIM World Management conference from December 11-14, 2019, organised by IIM Rohtak at New Delhi, India.
  • Presented research paper entitled “Examining Green Purchasing Behaviour of Young Consumers: New Evidences.” at GLOBUSS 2019, October 2019, organised by AMITY University, India.
  • Presented research paper entitled “Exploring green purchasing behavior of young urban consumers; Empirical evidences from India” at the 13th EBES conference from 04-07th June 2014 at Istanbul, Turkey.

Doctoral Dissertations and Awards

  • Emerald Literati Award – 2024 – For International Journal of Quality and Service Science.

Editorial Positions and Reviews

  • Associate Editor – South Asian Journal of Marketing- Emerald Publishing House
  • Assistant Editor – Bimtech Business Perspectives (Sage Spectrum)
  • Reviewer to various reputed Journals including AMA (American Marketing Association).
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