Biography
Dr. Rajat Gera
Dr. Rajat Gera
professor, Jain Deemed-To-Be University, Bangalore, Karnataka, India
Title: Antecedents of Indian Green Consumer Purchase Intentions and Behavior: A Review and Future Research Directions
Abstract: 
This paper aims to review the research on antecedent factors of green consumer purchase intentions and behavior in Indian context to systematically structure the theoretical and methodological approaches adopted by researchers so as to provide insights for future research directions and guidance for effective planning and implementation of green marketing strategies by practitioners, policy makers and government. The antecedent factors from selected papers for review are categorized according to consumer decision making conceptual framework of Values-Beliefs-Attitudes-Behavior chain. Additional categories of “Socio-Demographic/Psychographics”, “Personality”, “Social Conformity” and “Contextual” are created to include the factors not covered by the conceptual framework used for analysis and to enhance the scope of the study. Green purchase intentions and behavior of consumers in India are function of various cognitive, emotional, social, attitudinal and contextual factors which can direct marketing action and government policy for promotion of pro-environment behavior. Market can be segmented though personality traits, psychographics, cultural and personal values, personal norms and socio-demographics. Past buying behavior and habit are significant predictors of GPI and GPB As opposed to findings in western context, attitudes are significant predictors of GPI and GPB and GPI is significant antecedent of GPB. The results are analyzed and discussed using narrative method of systematic review.
Biography: 
Dr Rajat Gera is currently working as Professor (Management) in Jain Deemed-To-Be University, Bangalore, and has previously worked as Professor and Director Research in FMS, MRIIRS and HoD, Department of Management and Commerce, Manav Rachna University, from February 2016 till Dec 31, 2020 where he was also DRC chairperson for PhD programs, and Academic Council and Management committee member. Dr Rajat Gera is Ph.D. in Management (2014) from University School of Management Studies, Guru Gobindh Singh Indraprastha University,New Delhi and PGDRM (Marketing) from Institute of Rural Management Anand (IRMA),.(1990-1992, Full Time)  and B.Tech. from Allahabad University. He has over 40  International and National publications and is the author of two books. He has authored cases which have been published by Richard Ivey Business School and (available at Harvard Business School Publishing) and London Business School, UK. He is visiting faculty for “Centre for Marketing”, Asian Minor studies, Fontys University, Eindhoven, Netherlands, under the Erasmus Mundus scholarship program of European Commission and at ISS KIMEP, Almaty, Kazakhstan..
He has industry experience of over six years with leading Public and Private sector companies in Sales and Marketing and Operations. He has been associated with Management development programs for BP,BHEL, BEL, NTPC, ONGC, Airtel, Vodaphone, and various other organizations of repute.
Some of his achievements are Associate Fellow-Euro Med Academy of Business, 2013-2014, Euro Med Research Institute, Greece, Third ranked case in Case competition by Aditya Birla centre , London business school, 2010. (Gera, R., “Quatrro BPO Solutions: Developing Outsourcing Solutions Innovatively” and Erasmus Mundus scholarship for teaching in 2010. He was co-author of outstanding Business and Management article award  for 2017, Tenth Annual Excellence in Research Journal Awards, by IGI Global.