About Book
The book is co-edited by Prof. Dr. Parikshit Kala, an experienced academician in the field of business and management education. He is associated with the Graduate School of Business, Tula’s Institute, Dehradun. His contribution strengthens the academic quality, practical relevance, and interdisciplinary orientation of the publication.
The book covers major themes such as green consumer psychology, circular economy, sustainable innovation, frugal marketing, green advertising, sustainable product life cycles, ethical consumption, sustainable e-commerce, and cross-cultural perspectives on green marketing. It also examines the role of artificial intelligence, data analytics, blockchain, digital markets, influencer marketing, consumer trust, and emerging technologies in shaping sustainable business practices.
Published by Geet Govind Publication, the book reflects the publisher’s commitment to developing credible, relevant, and accessible academic publications in management, marketing, sustainability, technology, and allied disciplines. Geet Govind Publication provides a scholarly platform for researchers, academicians, professionals, and emerging authors to present original ideas and research-based contributions to a wider academic audience.
Under the editorial guidance of Prof. Harshit Agarwal of DBS Global University and Prof. Dr. Parikshit Kala of the Graduate School of Business, Tula’s Institute, Dehradun, this book serves as a valuable academic resource for students, research scholars, faculty members, business professionals, policymakers, and readers interested in sustainable marketing and responsible business development.
About Editor
As the Editor of Green Future: Transforming Marketing Practices for Sustainability, Prof. Harshit Agarwal provides academic leadership and editorial direction to the book. His expertise supports the development of a credible and interdisciplinary publication that brings together research on sustainable marketing, green consumer behaviour, emerging technologies, innovation, and responsible business practices.
Published by Geet Govind Publication, the book benefits from his subject knowledge, research experience, editorial insight, and commitment to producing meaningful and high-quality academic publications for students, researchers, academicians, and business professionals.
About Co-editor
As an active scholar, Dr. Kala contributes to academic publications through research papers, conference presentations, editorial activities, and collaborative studies. His research engagement extends across marketing, consumer behaviour, logistics, tourism, sustainability, and emerging business practices. He is also the author of a published book on Managerial Economics and has contributed to research supervision and academic governance through Boards of Studies, Research Degree Committees, examination panels, editorial boards, and curriculum-development initiatives.
As the Co-Editor of Green Future: Transforming Marketing Practices for Sustainability, Prof. (Dr.) Parikshit Kala brings scholarly experience, industry understanding, and editorial insight to the project. His contribution supports the book’s interdisciplinary exploration of sustainable marketing, green consumer behaviour, innovation, technology, and responsible business practices. Published by Geet Govind Publication, the book benefits from his commitment to academically rigorous, relevant, and practically meaningful management literature.
Prof. Harshit Agarwal, Editor of Green Future: Transforming Marketing Practices for Sustainability, is a marketing academician, researcher, and educator serving at DBS Global University, Dehradun, Uttarakhand, India. His expertise in marketing, consumer behaviour, brand strategy, and management education provides a strong foundation for exploring emerging sustainability-oriented marketing practices.
Prof. (Dr.) Parikshit Kala, Co-Editor of Green Future: Transforming Marketing Practices for Sustainability, is a senior academician, researcher, author, and management professional associated with the Graduate School of Business, Tula’s Institute, Dehradun. His extensive academic and industry experience contributes a multidisciplinary and application-oriented perspective to the book.
Ms. Shambhavi Dwivedi is a learning and development professional, corporate trainer, and academic facilitator with more than six years of experience across higher education and industry. She currently serves as Senior Soft Skills Trainer at Rama University, Kanpur, where she leads programmes in communication, emotional intelligence, professional readiness, personal branding, and career development. Her expertise includes instructional design, leadership development, employee engagement, performance coaching, talent development, conflict resolution, and blended learning. She is also pursuing doctoral research in Marketing at GLA University, Mathura, bringing an interdisciplinary perspective to management education.
As the author of Chapter 3 in Green Future: Transforming Marketing Practices for Sustainability, she examines climate risk marketing and its growing relevance to resilient organizations. The chapter discusses climate change as a market disruptor, resilience branding, stakeholder communication, adaptive supply chains, innovation, AI-driven climate intelligence, ethical governance, and the role of trust, preparedness, and adaptability in building long-term competitive resilience.
Dushyant Kumar is an experienced international educator, researcher, and academic facilitator currently associated with Genesis Global School as an IBDP Biology and Environmental Systems and Societies educator. With nearly two decades of teaching experience across Indian and international curricula, he brings strong expertise in environmental education, scientific inquiry, assessment, research supervision, and technology-enabled learning.
In his chapter on sustainability, marketing, and the educational interface in Green Future: Transforming Marketing Practices for Sustainability, he examines how educational institutions shape environmentally responsible consumers and influence sustainable market transformation. The chapter integrates the Theory of Planned Behavior, Value-Belief-Norm Theory, Social Learning Theory, Institutional Theory, and Diffusion of Innovation to explain the development of green consumption behaviour. It further explores sustainability-oriented curricula, green campuses, student-led initiatives, educated consumer influence, ESG transparency, corporate accountability, artificial intelligence, policy frameworks, and regenerative marketing. The chapter presents education as a strategic force that connects environmental awareness with ethical consumption and responsible business practices.
Ms. Nandini Dhyani is an academician and researcher in the fields of Human Resource Management and Organizational Behaviour. She serves as an Assistant Professor at the Graduate School of Business, Tula’s Institute, Dehradun, Uttarakhand, India, and has more than seven years of experience in higher education. Her academic interests include employee engagement, leadership, recruitment, training and development, industrial relations, strategic HR practices, and contemporary organizational challenges. Her prior industry exposure in recruitment further strengthens her practical understanding of people management and workforce dynamics.
As the author of Chapter 5, “Linking HRM, OB, and Sustainable Marketing Transformation,” in Green Future: Transforming Marketing Practices for Sustainability, she examines how Green HRM and organizational behaviour strengthen the credibility of sustainable marketing. The chapter connects leadership, employee motivation, organizational culture, green identity, and sustainability-oriented HR practices with consumer trust, ESG credibility, green brand equity, responsible business practices, and long-term organizational performance across contemporary business environments.
Green Future: Transforming Marketing Practices for Sustainability is an interdisciplinary academic book that explores the changing relationship between marketing, consumer behaviour, emerging technologies, and sustainable development. The book presents contemporary research, conceptual perspectives, practical insights, and innovative approaches that help readers understand how responsible marketing practices contribute to environmental, social, and economic sustainability.
The book is edited by Prof. Harshit Agarwal, an academician with expertise in Marketing and Management. He serves as a Professor of Marketing and Management at DBS Global University, Dehradun, Uttarakhand, India. His academic perspective provides the book with a strong foundation in sustainable marketing, consumer decision-making, strategic management, and contemporary business practices.
Prof. Harshit Agarwal is a distinguished academician, marketing educator, researcher, and mentor with expertise in Marketing and Management. He serves as a Professor of Marketing and Management at DBS Global University, Dehradun, Uttarakhand, India, where he contributes to management education through teaching, research, academic mentoring, and industry-oriented learning.
His areas of academic interest include Marketing Management, Consumer Behaviour, Brand Management, Marketing Strategy, International Business, and contemporary business practices. With a strong research orientation and an application-based teaching approach, Prof. Agarwal encourages students and scholars to connect theoretical concepts with evolving market trends, consumer insights, branding practices, and real-world business challenges.
Prof. Harshit Agarwal has also pursued advanced academic and professional development in strategic product and brand management. His academic journey reflects a sustained commitment to research, leadership, innovation, and the professional development of management students. Through his scholarly work and academic publications, he continues to contribute to contemporary discussions in marketing, consumer behaviour, sustainability, and management education.
Prof. (Dr.) Parikshit Kala is a distinguished academician, researcher, author, and management professional with more than two and a half decades of combined experience in industry and higher education. He serves as a Professor at the Graduate School of Business, Tula’s Institute, Dehradun, where he contributes to teaching, research, academic leadership, curriculum development, and student mentoring. His principal academic specialization is Marketing, complemented by expertise in Finance and several interdisciplinary areas of management.
Dr. Kala holds a Ph.D. in Business Management and an MBA, along with postgraduate qualifications in Tourism Management, Entrepreneurship Management, and Logistics Management. His multidisciplinary academic background enables him to examine contemporary business challenges from strategic, economic, marketing, entrepreneurial, and operational perspectives.
Before establishing his long-standing academic career, he gained valuable corporate experience through managerial responsibilities at PAFEX Pvt. Ltd. and DTDC Pvt. Ltd. This blend of industry exposure and academic expertise strengthens his application-oriented approach to management education. He has taught and mentored undergraduate and postgraduate students in Marketing Management, Managerial Economics, Services Marketing, Logistics Management, and Strategic Business Studies, while guiding a substantial number of research projects, dissertations, and internship studies.
Editors: Prof. Harshit Agarwal & Prof. (Dr.) Parikshit Kala
Book Name : Green Future: Transforming Marketing Practices for Sustainibility
ISBN : 978-93-92557-88-0
View: Link
Publisher: Geet Govind Publication
Address: Fatehpur 212 601 Uttar Pradesh
Contact : office@geetgovindpublication.org