Faculty Details
Faculty

Nitika Sharma  

Specialization
:
Marketing
Designation
:
Associate Professor
Email
:
nitika.sharma@imi.edu

Nitika Sharma  

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.

Nitika Sharma  

Dr. Nitika Sharma is an Associate Professor of Marketing at the IMI Delhi. She holds a PhD in Commerce from the University of Delhi and completed postdoctoral research in Management at the University of Beira Interior, Portugal. Her academic expertise lies at the intersection of Customer Relationship Management (CRM), Sustainability Marketing, Consumer Behaviour, and Marketing Analytics, with a growing focus on artificial intelligence and technology-enabled marketing.

Dr. Sharma’s research examines sustainable consumption, environmental marketing, consumer decision-making, services marketing, social entrepreneurship, and the role of emerging technologies in shaping consumer behaviour. Her work has been published in leading international journals, including Business Strategy and the Environment, Journal of Cleaner Production, Sustainable Production and Consumption, Journal of Sustainable Tourism, International Journal of Consumer Studies, and R&D Management. She received the 2023 Emerald Literati Outstanding Paper Award for her research on eco-innovation and green buying behaviour and has received several best paper awards from reputed academic institutions, including IIM Bangalore, the University of Delhi, Jaypee Business School, and Sharda University.

Her research contributions extend to sustainability transitions, corporate social responsibility, ESG and double materiality, technology adoption, and sustainable livelihoods. She has contributed to externally funded research projects, including projects supported by the Indian Council of Social Science Research (ICSSR), and actively engages in interdisciplinary research and international collaborations.

In teaching, Dr. Sharma adopts a case-based, experiential, and technology-enabled approach to management education. She teaches Marketing and Customer Relationship Management across PGDM and Executive PGDM programmes, integrating customer analytics, customer lifecycle management, and hands-on learning through Zoho Enterprise CRM. Her teaching interests include customer-centric strategy, customer relationship management, sustainability marketing, and the application of emerging technologies to marketing practice.

Dr. Sharma also contributes to the academic community through editorial responsibilities, peer review, case writing, research workshops, and executive education. She has served as a Guest Editor for Cogent Business & Management (Taylor & Francis) and is engaged in advancing research and teaching at the intersection of marketing, sustainability, and technology.

Her work reflects a commitment to rigorous research, innovative management education, and the development of responsible, customer-centric business practices.

Research profile:- https://scholar.google.com/citations?user=iql6gf4AAAAJ&hl=en

Professional profile:- https://www.linkedin.com/in/nitikasharma28/

 

Nitika Sharma  


Selected Publications

  1. Bihari, S., Awasthi, A. K., & Sharma, N. (Accepted for publication). From choice to payment: A multi-stage framework of consumer behaviour in pay-what-you-want pricing. Marketing Intelligence & Planning.

  2. Sharma, N., Vimal, K. E. K., Paul, J., & Dasgupta, P. (2026). Mapping CSR/ESG challenges through double materiality: A comparative sectoral analysis for advancing the SDGs. Sustainable Futures, 12, 101975.

  3. Sharma, N., Palazzo, M., Porcu, L., & Dasgupta, P. (2026). A systems-based supply chain quality framework for enhancing resource efficiency and sustainability in animal-based manufacturing. Competitiveness Review: An International Business Journal, 1–22.

  4. Sharma, N., & Garg, R. (2025). Smart Technologies, Sustainability, and Consumer Behavior: A Review and Research Agenda Using TCCM and PTM. International Journal of Consumer Studies, 49(6), e70130.

  5. Sharma, N., & Palazzo, M. (2025). From anxiety to action: The role of eco-anxiety and eco-advertisement in promoting pollution escape tourism. International Journal of Advertising, 44(5), 954–980.

  6. Sharma, N., Payal, R., & Paul, J. (2025). Hello! How Can I Help You? Role of Technology Appetite on AI Adoption in the Post-Pandemic Era. R&D Management.

  7. Sharma, N., & Paço, A. (2024). AI and emotions: Enhancing green intentions through personalized recommendations—a mediated moderation analysis. AI & SOCIETY, 1–18.

  8. Sharma, N., Paço, A., Rocha, R. G., Palazzo, M., & Siano, A. (2023). Examining a theoretical model of eco-anxiety on consumers' intentions towards green products. Corporate Social Responsibility and Environmental Management.

  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.

  10. 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.

  11. Sharma, N., & Paço, A. (2021). Moral disengagement: A guilt-free mechanism for non-green buying behavior. Journal of Cleaner Production.

  12. 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.




Nitika Sharma  

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 3rd & 4th 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 29th 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 26th 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 11th 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 12th 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 8th- 9th 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.

Nitika Sharma  

Research Projects

  1. Co-Principal Investigator (Co-PI) — “Repositioning Local Economies Beyond Branding in India: A Longitudinal Study.” Indian Council of Social Science Research (ICSSR), Major Project (Five-year project; awarded in 2025).

  2. Principal Investigator (PI) — “Transforming Waste into Value: Innovative Strategies for Managing and Reducing WEEE in North India.” Indian Council of Social Science Research (ICSSR), Viksit Bharat 2047 initiative.

  3. Co-Principal Investigator (Co-PI) — “Life and Livelihoods of Stakeholders due to Closure of Unorganized Slaughterhouses in Uttar Pradesh: An Impact Analysis from Social, Economic and Policy Perspectives.” Indian Council of Social Science Research (ICSSR), Two-year project (2023–2025).

  4. Co-Principal Investigator (Co-PI) — “Identification of Policy Gaps and Possible Interventions in Implementation of PM Fasal Bima Yojana (PMFBY) in Odisha.” Indian Council of Social Science Research (ICSSR), Minor Project (2024).

  5. Research Project — “UN-SDG Goals & Indian Corporates: Study of Alignment of Corporates Activities with 2030 Agenda.” Ministry of Corporate Affairs (MCA), Government of India (2023).



Back To faculty list