Post-Doctoral Research in Management

Institution: University of Beira Interior, Portugal
Duration: Oct 2022 – Nov 2024
Research Title: "Artificial Intelligence meets Emotional Intelligence: A Way to Enhance Green Buying Intentions"
Supervisor: Prof. Arminda Maria Finisterra do Paço

Summary: This post-doctoral research explores how Artificial Intelligence and Emotional Intelligence jointly influence green buying intentions in online contexts. Using SOBC and Ozone models, the study offers marketers actionable insights to enhance green consumer behaviour and combat greenwashing through AI-driven strategies.

Ph.D. in Commerce (Marketing)

Institution: Department of Commerce, University of Delhi, India
Duration: 2016 – 2021
Thesis Title: "Intentional Amnesia: Motivated Forgetting of Green Buying Intentions"
Supervisor: Professor Dr. Madan Lal

Summary: This mixed-methods research investigates how intentional amnesia and moral disengagement hinder green purchasing. It reveals psychological coping strategies that consumers use to bridge the gap between intention and sustainable action.

• Payal, R., Sharma, N., & Dwivedi, Y. K. (2024). Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform. Electronic Commerce Research and Applications, 65, 101381. (ABDC’s C- Category) (SSCI) (Impact factor- 5.9) (ABS-2)
•  Sharma, N., & Paço, A. (2024). AI and emotions: enhancing green intentions through personalized recommendations—a mediated moderation analysis. AI & SOCIETY, 1-18. (SSCI) (Impact factor- 2.9)
• Sharma, N., Goel, P., Nunkoo, R., Sharma, A., & Rana, N. P. (2023). Food waste avoidance behavior: How different are generation Z travelers?. Journal of Sustainable Tourism, 1-16. (ABDC’s A*- Category) (SSCI) (Impact factor-9.470 ) (ABS-3)
• Sharma, N., Paço, A., & Upadhyay, D. (2023). Option or necessity: Role of Environmental Education as transformative change agent. Evaluation and Program Planning, 102244. (SSCI) (Impact factor- 1.886) (Citescore- 3.8)
• Goel, P., Sharma, N., & Saha, R. (2022). Consumption Behaviour of Poor consumers: A Bibliometric and Content Analysis. FIIB Business Review. (Scopus Indexed)
• Sharma, N., Lal, M., Goel, P., Sharma, A., & Rana, N. P. (2022). Being socially responsible: How green self-identity and locus of control impact green purchasing intentions?. Journal of Cleaner Production, 131895. (ABDC’s A- Category) (SSCI) (Impact factor- 11.072) (ABS-2)
• Sharma, N., Paço, A., & Kautish, P (2022). The impact of eco-Innovation on green buying Behaviour: The moderating effect of emotional loyalty and Generation. Management of Environmental Quality. (ABDC’s C- Category) (Scopus Indexed) (Citescore- 4.1)
• Sharma, N., Goel, P., & Sharma, A. (2021). “I Can Live Without Banks, but Not Without Banking”: Role of Trust on Loyalty and Evangelism. International Journal of Electronic Government Research (IJEGR), 17(3), 1-20. (ABDC’s C- Category) (SSCI)
• Goel, P., Sharma, N., Mathiyazhagan, K., & Vimal, K. E. K. (2021). Government is trying but consumers are not buying: A barrier analysis for electric vehicle sales in India. Sustainable Production and Consumption, 28, 71-90. (SSCI) (Impact factor- 8.921)
• Sharma, N., & Paço, A. (2021). Moral Disengagement: A guilt free mechanism for non-green buying behavior. Journal of Cleaner Production, 126649. (ABDC’s A- Category) (SSCI) (Impact factor- 11.072) (ABS-2)
• Sharma, N., Lal, M., & Deshwal, P. (2020). Being Spiritually Green: Investigating the Impact of Spiritually Motivated Environmentalism on Green Purchasing Intentions. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 11(4), 101-121. (SSCI)
• Sharma, N., Saha, R., Sreedharan, V. R., & Paul, J. (2020). Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis. Business Strategy and the Environment. (ABDC’s A- Category) (SSCI) (Impact factor- 10.801) (ABS-3)
• Sharma, N. and Lal, M. (2020), "Facades of morality: the role of moral disengagement in green buying behaviour", Qualitative Market Research, Vol. 23 No. 2, pp. 217-239 (ABDC’s B- Category) (Scopus Indexed) (Impact factor- 2.5)
• Kesharwani, S., & Sharma, N. (2020), “Swaying between qualitative information and customers’ expectation: an assessment of online shopping sites in India”. International Journal of Information Technology, 1-7. (Springer)
• Sharma, N., Saha, R., & Rameshwar, R. (2018). “I don’t buy LED bulbs but I switch off the lights” Green consumption versus sustainable consumption. Journal of Indian Business Research. (ABDC’s C- Category) (Scopus Indexed) (Impact factor- 1.05)
• Dhingra, S., & Sharma, N. (2018). E-waste management awareness and intentions among youth consumers: the mediating role of motivation. International Journal of Indian Culture and Business Management, 16(4), 359-370. (ABDC’s C- Category)
• Sharma, C. S., & Sharma, N. (2016). Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer Effectiveness. IIM Kozhikode Society & Management Review, 6(2), 1-11. (ISSN: 22779752) (SAGE Publications) (ABDC’s C- Category)(ABS)
• Sharma, N., & Dayal, R. (2016), Drivers of Green Purchase Intentions: Green Self-Efficacy and Perceived Consumer Effectiveness. Global Journal of Enterprise Information System, 8(3), 27-32. (ISBN- 0975-153X)
• Sharma, C.S., Sharma, N., & Singh. R.K. (2014). Spirituality at Workplace: Narrative Analytic Approach to Study Spirituality Interface with Self Efficacy, Work Motivation and Coping with Stress. The Indian journal of Business Administration, 10, 47-58 (ISSN: 0975-6825)
• Sharma, N., & Sharma, C.S. (2014). Linking environmental attitude with green purchasing behavior. Effulgence, 12(2), 42-47. (ISSN: 0972-8058)
• Sharma. C.S., & Sharma, N. (2014). Impact of Facades of Conformity on Creativity and Productivity- An Investigation into Coping Strategies.  Business Analyst, 35(1),  39-53. (ISSN- 0973-211X)
• Sharma. N., & Sharma. C.S. (2013). Encouraging green purchasing behaviour through green branding. Business Analyst, 34(2),  65-76. (ISSN- 0973-211X)
• Sharma. N. (2010). Customer's Perception on MTNL Services: An Indian Viewpoint. Global Journal of Enterprise Information System, 3 (3), pp. 14-27  (ISSN- 0975-1432)

Presented paper “ Anxiousness enhances sales: Role of eco-anxiety on sales of green products” at the XXXV International Marketing Congress, held in Cuenca from September 11 to 13, 2024, organized by the University of Castilla-La Mancha and the Spanish Association of Academic and Professional Marketing
Presented paper at American Marketing Association on the topic “Green Product Awareness in the Shadow of Greenwashing: Empirical Analysis" at 2024 Summer AMA Conference, hosted August 16-18 in Boston, Massachusetts
Presented paper at American Marketing Association on the topic “Let’s escape pollution: Examining role of eco-anxiety on tourism through mediated moderation analysis” at American Marketing Association’s 2022 AMA Summer Conference, 9 – 14 August 2022
Paper title “I want to be green but I can’t: Role of Displacement of Responsibility on Green Buying Behaviour” awarded as Best Paper award in Marketing Track in International e-Conference on “Advances in Business and Management” to be organised by the Department of Commerce, Shaheed Bhagat Singh College, University of Delhi
Presented paper at WCP Virtual International Conference 8-9 December 2021 on the topic ‘Antecedents of artificial intelligence adoption in MSME: From an employee perspective”
Presented paper at WCP Virtual International Conference 8-9 December 2021 on the topic “Assessing the impact of COVID-19 on the IPO Indices: An Event Study Approach”.
Presented paper and received the best paper award at IMR Doctoral Conference 2018 on the topic “Facades of morality: an exploratory study of India’s green buying behaviour” on 3^rd & 4^th January 2018 at IIM- Bangalore.
Presented paper at National Seminar on Cashless Economy: Opportunities and Challenges on the topic “Managing E-waste in digitalization era among youth” on 29^th April, 2017 at AMU
Presented paper at Reaching Consumers of Emerging Markets 2017 Annual Conference of Emerging Markets Conference Board on the topic “Green Trust in Green Purchase intentions: A Study of Antecedents and Consequents” on 6th January, 2017 at IIM-L (Noida Campus)
Presented paper at Conference on Brand Management 2016 on the topic “Enhance green purchase intentions: the roles of green brand association and green trust" on 17th April, 2016 at IIT Delhi.
Presented paper “Impact of e-banking website quality on bank loyalty and evangelism: A mediational study” awarded as Best paper award at Sharda University in International e-conference ICTDIDE-2020.5.       
Presented paper “Being, Buying and Thinking Green: Role of green self-identity and locus of control on green purchasing intentions” awarded as Best paper award at Jaypee Business School, Noida A constituent of JIIT Noida.Presented paper at Indian Retail Conference, 2016 on the topic “Greentailing and Green Consumer Profile: Retailers’ Strategies for Store Loyalty” on 26^th February,2016 at Ambedkar University Delhi
 Presented paper at International Conference on Telecommunication Technology & Management (ICTTM-2015) on the topic “Direct and Indirect effect in a satisfaction-Loyalty Framework: An intervening role of trust and commitment in Telecom Industry” on 11^th April, 2015 at IIT- Delhi.
Presented paper at 6th IIMA Conference on Marketing in Emerging Economies on the topic “An Empirical Study Examining the Impact of Greentailing on Store Loyalty” on 12^th January, 2015 at IIM- Ahmadabad.
Presented paper in RDIAS, Delhi in the National Conference on “CMPOC 2014” on the topic Studying green purchasing intentions through environmental motivation on 17- 19 April, 2014
Presented paper in Fore School of Management, Delhi at FORE International Marketing Conference (FIMC 2013) "Reinventing Marketing for Emerging Markets" on the topic “Encouraging Green Purchasing Behavior by increasing environmental consciousness” on 29th November, 2013
Presented paper at Marketing & Business Strategy – 2013 “Global Economic Crisis– Implications for Marketing and Strategy” International Conference of IBS, Hyderabad on the topic “Encouraging Green Purchasing Behavior through Green Branding- An Indian Viewpoint” on 8^th- 9^th August 2013
Presented a paper at Shri Ram College of Commerce, DU in the National Conference on Transformational Leadership,2013 on the topic Restraining Facades of Conformity to Lead better on 6 April 2013
Participated in National Conference for WTO with a Research Paper on “WTO & Agreement on Agriculture Impact on India” by IIMT (GGS IP University) in 2010.

1. MCA (Ministry of Corporate Affairs) Project (2023), titled, "UN-SDG Goals & Indian Corporates: Study of Alignment of Corporates Activities with 2030 Agenda”
2. ICSSR Minor Project (2024) “Identification of Policy gaps and possible interventions in implementation of PM Fasal Bima Yojana (PMFBY) in Odisha
3. ICSSR 2 year Project (2023-25) “Life and Livelihoods of Stakeholders due to the closure of unorganized slaughterhouses in Uttar Pradesh: An impact analysis from Social, Economic and Policy Perspective.”