Sushant Kumar

Asst. Professor

Sushant Kumar

Asst. Professor

Ph.D (Indian Institute of Management Shillong), Post Graduate Diploma in Project Management (University of Hyderabad), B.Tech (National Institute of Technology Durgapur)

About Faculty

Dr. Sushant Kumar is an Assistant Professor in Marketing Management department at the Indian Institute of Management Raipur.

He completed his PhD from Indian Institute of Management Shillong, Post graduate diploma in Project Management from University of Hyderabad, and Bachelor of Technology from National Institute of Technology Durgapur. He has also completed International Climate Action Course COP22, Marrakesh, Morocco.

Area of Research
Consumer Behavior, Life Course Study, Sustainability, Tourism and Industrial Marketing

Ph.D (Indian Institute of Management Shillong), Post Graduate Diploma in Project Management (University of Hyderabad), B.Tech (National Institute of Technology Durgapur)

i. Indian Institute of Management Raipur, March 2020 – Current
ii. Jindal Stainless Limited, July 2010- June 2015

Awards & Recognitions


Journal Publications

>> Talwar, S., Kaur, P., Kumar, S., Salo, J., & Dhir, A. (2022). The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?. Journal of Retailing and Consumer Services, 66 (DOI: https://doi.org/10.1016/j.jretconser.2021.102901),

>> Kumar, S., & Yadav, R. (2021). The impact of shopping motivation on sustainable consumption: A study in the context of green apparel. Journal of Cleaner Production

>> Kumar, S., Talwar, S., Murphy, M., Kaur, P., & Dhir, A. (2021). A behavioural reasoning perspective on the consumption of local food. A study on REKO, a social media-based local food distribution system. Food Quality and Preference (https://doi.org/10.1016/j.foodqual.2021.104264),

>> Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services (https://doi.org/10.1016/j.jretconser.2021.102595),

>> Kumar, S., Talwar, S., Krishnan, S., Kaur, P., & Dhir, A. (2021). Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust. Journal of Retailing and Consumer Services, 63 (DOI: https://doi.org/10.1016/j.jretconser.2021.102668),

>> Kumar, S., Jain, A., & Hsieh, J. (2021). Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal. Journal of Retailing and Consumer Services (DOI: https://doi.org/10.1016/j.jretconser.2021.102686),

>> Talwar, S., Kaur, P., Kumar, Sushant., Hossain, M., & Dhir, A. (2021). What determines a positive attitude towards natural food products? An expectancy theory approach. Journal of Cleaner Production (DOI: https://doi.org/10.1016/j.jclepro.2021.129204),

>> Kumar, Sushant., Jebarajakirthy, C., & Das, M. (2021). Building trust among channel members via power sources. Journal of Business & Industrial Marketing (DOI: https://doi.org/10.1108/JBIM-04-2021-0210),

>> Kumar, S. et al. (2021). What drives brand love for natural products? The moderating role of household size. Journal of Retailing and Consumer Services, 58, https://doi.org/10.1016/j.jretconser.2020.102329

>> Kumar, S., & Dhir, A. (2020). Associations between travel and tourism competitiveness and culture. Jounal of Destination Marketing & Management , 18, https://doi.org/10.1016/j.jdmm.2020.100501

>> Sreen, N., Yadav, R., Kumar, S., & Gleim, M. (2020). The impact of the institutional environment on green consumption in India. Journal of Consumer Marketing. DOI: https://doi.org/10.1108/JCM-12-2019-3536

>> Kumar, S., Bashiya, K., Sadarangani, P. & Samalia, H. (2020). How Culture Impacts E-government Development. Electronic Journal of IS Evaluation, 23 (1), 17 - 33

>> Kumar, S., & Sadarangani, P. H. (2019). Impact of Power on Channel Members’ Behavior: Evidence from India. Journal of Business and Industrial Marketing, 34 (5), 931 - 947

>> Kumar, S., Giridhar, V., & Sadarangani, P. (2019). A Cross-National Study of Environmental Performance and Culture: Implications of the Findings and Strategies. Global Business Review, 20 (4), 1051 - 1068

>> Kumar, S., & Purbey, S. (2018). Benchmarking Model for Factors Influencing Creation of Negative Electronic Word of Mouth. Benchmarking: An International Journal, 25 (9), 3592 - 3606

>> Kumar, S., & Sadarangani, P. (2018). An empirical study on shopping motivation among generation Y Indian. Global Business Review, https://doi.org/10.1177/0972150918807085 1 - 17

>> Kumar, S., & Sadarangani, P. (2018). Study of Shopping Motivation and Buying Behaviour among Generation Y in India. Journal of Global Business, 7, 28 - 40

>> Kumar, S. (2017). A Conceptual Paper on Dark Social – Social Cognitive and Social Capital Theory Perspective. International Journal of advanced studies in Computer Science & Engineering, 6 (9), 1 - 11

Conference Papers

>> Kumar, S., & Verma, A. (2022). Impact of Power on trust, affective commitment, and environmental munificence: A study of marketing channels. Conference Proceedings of 8th PAN-IIM World Conference 2021, Organized by IIM Kozhikode

>> Verma, A. & Kumar, S. (2022). Relationship between Materialism and Loneliness: A Mixed-method Approach. Conference Proceedings of 7th Biennial INDAM Conference 2022, Organized by IIM Rohtak

>> Kumar, S. & Sadarangani, P. (2019). A Narrative Inquiry of Consumption. Asia-Pacific Conference of the Association for Consumer Research (AP-ACR), Indian Institute of Management Ahmedabad, Vol. 12, pp. 79

>> Kumar, S. & Sadarangani, P. (2018). Understanding Consumption: A Life-Course Narrative Approach. 6th PAN IIM World Management Conference, India, Paper presented at 6th PAN IIM World Management Conference, Indian Institute of Management Bangalore, on December 13-15, 2018, (pp. 28), Bangalore, India.

>> Kumar, S. & Sadarangani, P. (2018). A Cross-Cultural Study on Tourism: Strategies and Implications of Findings. The Global Conference on Business and Economics (GLOBE) Conference, University of South Florida Sarasota-Manatee, on June 4-8, 2018, Volume 7 (pp. 166). Florida, USA

>> Kumar, S. & Sadarangani, P. (2018). Impact of social power on trust, agent dependence, affective commitment and environmental munificence: An emerging country context. 23rd CBIM International Conference 2018, Center for Business & Industrial Marketing Sustainable Business Models: Integrating Employees, Customers and Technology, Paper presented at The 2018 CBIM Conference, Universidad Rey Juan Carlos (Madrid, Spain), on June 18-20, 2018, (pp. 133-136). Madrid, Spain.

>> Kumar, S., & Sadarangani, P. (2018). Study of Shopping Motivation and Buying Behaviour among Generation Y in India. 11th Global Business Conference, St. Scholastica’s College-Manila, March 3, 2018, Vol. 7, p. 345-353. Manila, Philippines

>> Kumar, S. & Sadarangani, P. (2017). A Narrative Inquiry on Loneliness and Compulsive Consumption among Generation Y Indian. 5th Biennial Indian Academy of Management Conference 2017, IIM Indore, Indore, December 18-20, p. 183). IIM Indore, INDAM 2017, India

>> Sadarangani, P., & Kumar, S. (2017). Interrelation among sources of power in distribution channel: An empirical analysis of North-eastern part of India. The Annual Conference of the Emerging Markets Conference Board, IIM Lucknow, Noida January 5-7 (pp. 300-305). IIM Lucknow, Noida Campus, India

>> Dhakate, N., Sharma, A., Parthasarathy, & Kumar, S. (2017). Analysis of Impact of Country of Origin (COO) on Consumers’ Perception and buying behaviour. The Annual Conference of the Emerging Markets Conference Board, IIM Lucknow, Noida, January 5-7, p.72-76. IIM Lucknow, Noida Campus, India


>> Kumar, S. & Dwivedi, R. (2018). Bartos Stainless Limited – Facing Turbulence. Ivey Publishing, Case Reference No. 9B18M023

>> Kumar, S., Sadarangani, P., & Dwivedi, R. (2018). Whizz India: Challenges for First Mover. Ivey Publication, Case Reference No. 9B18M177

>> Kumar, S., Singh, A., & Singh, A., Vol. 23, p. 107-112 (2018). Zooming for Growth: Zoomcar India. Management Training Institute Steel Authority of India Limited. In a Book of Selected Cases.

Chapter in Book

>> Sushant, K., & Sreen, N. (2020). Role of Internal and External Values on Green Purchase. Green Marketing as a Positive Driver toward Business Sustainability


Full Time Member of Association of North America Higher Education International (ANAHEI), Florida, USA
Training and Consultancy
English हिन्दी