S M Fatah Uddin

Designation: Assistant Professor of Marketing (Research Track)

Email: [email protected]

Extension: 433

  • Dr. S M Fatah Uddin is a research track Assistant Professor 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) and Associate Editor of Bimtech Business Perspectives (Sage Spectrum). He is also a reviewer to various reputed journals including American Marketing Association (AMA).

  • Ph.D in Marketing , Aligarh Muslim University, Thesis : “Determinants of green purchasing behaviour of young consumers in India: Implications for Marketers”. (2017)
  • MBA, Aligarh Muslim University (2012)
  • BSc.(H) Industrial Chemistry, Aligarh Muslim University, (2010).

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

  • Research Methodology
  • Marketing Management
  • Consumer Behaviour

  • 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.

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

• 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).


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

  • 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).

  • 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).

  • 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.