Responsible Transition Conference
Responsible Business Models for A Greener Future
(Online Conference)
6-8 August, 2025
(Online Conference)
6-8 August, 2025
A healthy planet for future generations requires transition that balances economic growth in a protected environment with well-being. Responsible Transition involves a comprehensive long-term transformative process that ensures orientation of strategies, and practices towards sustainable eco- friendly systems and lifestyles. The growing pressure on businesses to adopt eco-friendly practices and promote sustainable lifestyles requires marketing to be used a vital tool for fostering responsibility with commitment to equality and justice for everyone. This conference provides a platform to examine how innovative marketing strategies can facilitate interdisciplinary dialogue on the green future with responsible transition. Focusing on emerging trends, frameworks, and solutions, scholarly discussions at the conference will explore alignment between practices for green initiatives with trust, loyalty, and social value with or without the lens of digital transformation. This international conference invites scholars, practitioners and policymakers to discuss, debate and explore ground realities across following themes for innovative pathways toward a responsible transition. It aims to foster interdisciplinary dialogue, collaboration, and research that examines transformative practices in various sectors while addressing the social, economic, and environmental dimensions of sustainability. Scholars and early career researchers attending the conference will benefit from insightful feedback, and unique opportunity to engage with experts. We invite original research papers with theoretical or empirical foundation that contribute to the advancement of knowledge in this area, offering insights along the themes listed below to explore how businesses can redesign their systems for a greener future offering actionable insights that can bridge the gap between academia and practice.
Track 1. Responsible Production, Consumption, and Recycling
Track Chair: Prof. Etinder Pal Singh, Apeejay Institute, Dwarka, Delhi
Track Co-Chair: Dr Vernika Agarwal, Apeejay Institute, Dwarka, Delhi
Track Sub-Themes:
1.1: Green Branding and Authenticity
1.2: Circular Economy and Product Life Cycles
1.3: Sustainability Reporting with Eco-Design & Green Industry
1.4: Transformative Business Practices to Support Local Artisans
1.5: Need for Safe, Mindful & Innovative Products and Service
Track 2. Digital Transformation for Smart and Sustainable Cities
Track Chair: Prof. Tejinder Sharma, Kurukshetra University
Track Co-Chair: Dr Mohita Maggon, MDI, Gurgaon
Track Sub-Themes:
2.1: E-Commerce Marketing & Digital Platforms
2.2: Smart Cities and Digital Marketing
2.3: Marketing Innovations to Achieve Sustainable Development Goals (SDGs)
2.4: AI and IoT for Sustainable Marketing
2.5: Public-Private Marketing Partnerships
Track 3. Sustainable Consumer Behaviour and Market Trends
Track Chair: Prof. Gurjeet Kaur, Jammu University
Track Co-Chair: Dr Sanjeewani Sehgal, Delhi University
Track Sub-Themes:
3.1: Ethical Consumerism
3.2: Green Consumer Engagement
3.3: Sustainable Lifestyles
3.4: Influences of Responsible Consumption & Production
3.5: Consumer Preferences & Sustainable Marketing Practices
Track 4. Future-Focused Brand Strategies and Sustainable Brand Portfolios
Track Chair: Prof. Garima Gupta, FMS, University of Delhi
Track Co-Chair: Dr. Deepa Haldar, IIM Indore
Track Sub-Themes:
4.1: Sustainable Brand Positioning
4.2: Brand Innovation and Equity
4.3: Managing Brand Portfolios
4.4: Greenwashing bluewashing pinkwashing purplewashing
Track 5. Customer-Centric Transformation and Sustained Engagement
Track Chair: Prof. Avinash Kumar, IIM Calcutta
Track Co-Chair: Prof. Jai Kamal IIM Jammu
Track Sub-Themes:
5.1: Co-Creation with Consumers
5.2: Customer Loyalty and Behavioural Change
5.3: Building Trust through Marketing
5.4: Misinformation, Disinformation and Fake information
Track 6. Management and Strategic Leadership in the Sustainability Era
Track Chair: Prof. Radha Sharma, NDIM
Track Co-Chair: Dr. Roopa Johri, Bharati College
Track Sub-Themes:
6.1: Role of international collaborations and local governance in advancing sustainable transitions.
6.2: Equity, Diversity & Inclusion: Promoting inclusive practices within organizations for sustainable growth.
6.3: Ensuring equitable and inclusive sustainable transitions for marginalized communities.
6.4: Public-Private Partnerships (PPP) for Sustainability Goals
Track 7. Fast Fashion and Climate Emergency
Track Chair: Prof Satya Bhushan Dash, IIM (Lucknow), NOIDA campus
Track Co-Chair: Dr Suyash Khaneja, World University of Design
Track Sub-Themes:
7.1: Efficient supply chains and climate emergency
7.2: Increased consumption and mismanaged waste
7.3: Technological innovations and artistry
7.4: Rapid designs, cheap labour and future trends
7.5: Cosmetic science and future generations
Track 8. Sustainability in International Business
Track Chair: Dr Ashish Gupta, IIFT Delhi
Track Co-Chair: Dr Jitender Singh, Bimtech
Track Sub-Themes:
8.1: Global environmental sustainability
8.2: Global social sustainability
8.3: Global economic sustainability
8.4: Global regulatory compliance and standards
8.5: Global innovation for sustainability
Track 9. UK-India Free Trade Agreement
Track Chair: Dr S P Sharma, Distinguished Economist
Track Co-Chair:
Track Sub-Themes:
9.1: Bilateral trade and investments
9.2: Digital International Trade
9.3: Rules of Origin
9.4: Carbon Border Tax
9.5: Liberalization of financial services
9.6: Intellectual Property Rights
MSP Research invites PhD scholars to present their work at Doctoral Colloquium to a panel of experts in their field. Presentations at the conference will help them prepare for their PhD defence and a career after PhD. Keynotes and interactions with Subject Experts and other Distinguished Faculty invited for the Doctoral Colloquium and the Conference will enable them to understand the requirements of a successful career in Higher Education or Industry. The conference will also provide opportunities of engagement with other academics and people from the industry.
Submit an abstract of 500 words or an extended abstract of 1000 words using Arial font 12 point. Please ensure that your submission includes purpose, objectives and novelty of your research with a brief of methodology, contribution and inclusion.
Marketing Strategy and Policy Research is pleased to invite research proposals that discuss Responsible Transition. Proposals that demonstrate impact building and collaborative research will be considered for funding. Maximum funding available per proposal is £1000. The application process is now open for applications to share their research proposal to be presented for funding. The deadline for applications to be submitted for funding is 10th July 2025.
Book Chapters and Case Studies
Special Issues
Post-conference, mentoring will be available for selected papers to be developed as good quality journal articles.
2022 TARA lifetime achievement award
TC Melewar
Prof of Marketing Middlesex University
2023 TARA lifetime achievement award
V Kumar
Legend in Marketing
Brock University
2024 TARA lifetime achievement award
Philip Kotler
Prof of Marketing at the Northwestern University
2025 TARA lifetime achievement award
Jennifer Aaker
Prof of Marketing
Stanford University
Dr. Arvind Gupta
Founder, Digital Foundation, India
Prof Subodha Kumar
Dy Editor
Production and Operations Management
Prof Jyoti Choudrie
Editor-in-Chief
Information, Technology & People
Dr Anuja Mathur
Dr Himanshu Goel
Mr Tushar Marwaha
Dr Shrajal Gupta
Welcome
Keynote: Prof Yogesh Upadhyay, ITM University, Gwalior, India
Editorial Keynote: Marketing Strategy Journal, Prof Shephali Gupta, IIM Kozhikode,India
Tea/Coffee Break
Doctoral Colloquium Inauguration by Dr Sena Ozdemir, Lancaster University, UK
Doctoral Presentations
Track Chair: Dr Yousra Asaad and Distinguished Faculty: Dr Pantea Foroudi and Dr Sena Ozdemir
Understanding the role of Demographic Development in developing Comparative Advantage in Services: Evidence from India – Harish Kumar
Evaluating Sustainable Procurement for Measuring Sustainable Subcontractor and Suppliers Performance at Construction Organisation: A Mixed Method Approach - Danah Alqalayta
Consumer Cynicism: A multidimensional approach - Meghna Surana
Exploring the Impact of Value Co-Creation Behaviour on Customer Perceived Value and Customer Satisfaction: A Study in Context of Sharing Economy in India - Shanu Jain
Paper Presentations
Track Chair: Prof Garima Gupta and Discussant: Dr Clarinda Sousa Jansberg
Submission 24: Enhancing Sustainability Assessment in Indian Higher Education: A Study using Modified UI GreenMetric Framework - Kawal Gill, Harish Kumar, Gurleen Kaur and Sherly M. A
Submission 55: Role of Disclosure Awareness in building trust towards Marketing Practice of Product Placement in News: An Investigation in the Indian Context - Shikha Garg & Prof. Sangeeta Dodrajka
Submission 30: Accelerating Sustainability-driven Behaviour: Proposed Research Framework - Minesh Srivastava & Garima Gupta
Submission 69: An Analysis of Stakeholder Perceptions in Preserving India’s Printed and Ikat Textiles - Priya Darshini Gopal, Achanta Rajyalakshmi and Upasna Bhandari
Tea/Coffee Break
Paper Presentations:
Track B : Fast Fashion and Climate Emergency
Track Chair: Prof Satya Dash and Discussant: Dr Suyash Khaneja
Submission 60: Innovative Business Models for reusing Apparels: a comparative study between ‘Thrifting’ and ‘Upcycling’ in the Indian market - Shankhalina Choudhury
Submission 23: Exploring the pathways for a Green and Ethical Economy - Sukriti Sardana and Suyash Khaneja
Submission 62: Impact of CSR Perception on Employees - Satya Bhusan Dash and Ankur Jha
Pedagogy Keynote: Research-led Teaching by Dr Arpita Agnihotri, Penn State University, USA
Research Keynote: Prof Radha Sharma, NDIM, India
Paper Presentations
Track C : Sustainable Consumer Behaviour and Market Trends
Track Chair: Prof. Gurjeet Kaur and Discussant: Dr Sanjeewni Sehgal
Submission 12: Promoting Sustainability through Mindful Consumption: Encouraging Eco-Responsibility Among the Young Generation - A Study of Undergraduate Students at Delhi University - Gurmeet Kaur, Meenakshi Palliwal, Geeta Chauhan& Renu Yadav
Submission 16: Wooden Toys: A Lasting Solution for Environmental Benefits and Livelihood Development - Omkar Sadashiv Rane and Suyash Khaneja
Submission 9: Involving for trust: The influence of consumer involvement in corporate sustainability on brand trust and willingness to pay premium - Trivikramarao Lagadapati and Jitender Kumar
Tea/Coffee Break
Paper Presentations
Track D : Management & Strategic Leadership for Sustainability
Track Chair: Prof Radha Sharma and Discussant: Dr Roopa Johri
Submission 26: Leveraging Artificial Intelligence for Diversity, Equity & Inclusion (DEI) - Parag Rastogi and Radha R. Sharma
Submission 25: Public-Private Partnerships in Sustainability: Communication Challenges and Opportunities - Shilpi Sahi and Roopa Johri
Submission 54: The Role of Employee Resource Groups (ERGs) in Promoting Workplace Inclusivity - Guneet Gill and Tanuja Agarwala
Research Keynote: Responsible Science of Cosmetics and Beauty by Gabriella Daniels, UAL, UK
Lunch
Paper Presentations
Track E : Sustainability in International Business
Track Chair: Dr Ashish Gupta and Discussant: Dr Jitender Kumar
Submission. 61: The EU’s CBAM Policy: Fostering Innovation, Investment, and Green Steel Production in India for Sustainable Development - Vinod Kumar
Submission 53: Optimizing Retail Performance: The Role of KPI’s and Innovative Strategies - Vani Vohra
Submission22: Push Pull Mframework:Case of Retail AR-Shveta Kalra, Rashmi Prabha &Neha Singhal
Tea/Coffee Break
Paper Presentations
Track F : Sustainable Consumer Behaviour and Market Trends
Track Chair: Prof. Kawal Gill and Discussant: Dr
Submission 19: An Investigation into Sustainable Consumer Behaviour: Road to Sustainability - Jyotsana
Submission 41: Sustainability Meets Creativity: The Moderating Impact of Age on Green Purchase Behaviour and Innovativeness - Chandni Aswal, Parminder Kaur & Triveni Batham
Submission 13: The Tyranny of Caste-Based Discrimination in Tourism: A Mixed Method Approach to Understand Dalit-owned Homestays - Prabhat Kr and Jitender Kumar
Submission 38: Virtual Consumption and Sustainable Production: Rethinking Business Models in the Metaverse -Uma Maheswari A
Meet the Editors
Prof Subodha Kumar, EIC POM, Prof Fevzi Okumus, EIC IJCHM, and Prof Jyoti Choudrie EIC CHM
Paper Presentations
Track G : Fast Fashion and Climate Emergency
Track Chair: DrMisha Xuand Discussant: Dr Arnab Banerjee
Submission 51: Balancing Growth and Sustainability in H&M’s Journey to Reduce Emissions While Expanding Sales - Affan Ali and Chitralekha Kumar
Submission 18: From Waste to Wearable: Upcycling Uniforms for Circular Fashion - Ambika Magotra& Vidushi Vashishtha
Submission 68: Mapping the Digital Transformation in Fast Fashion Supply Chains: A focus on Responsible Production, Consumption, and Recycling - Francesco Notari, Maria Palazzo, Maria Antonella Ferri and Alessandra Micozzi
Tea/Coffee Break
Paper Presentations
Track H : Digital Transformation for Smart and Sustainable Cities
Track Chair: Prof. Tejinder Sharma and Discussant: Dr Mohita Maggon
Submission 21: Public-Private Partnerships in Marketing Initiatives: A Theoretical Approach - Shallu Saini & Tejinder Sharma
Submission 29: Exploring the Impact of Value Co-Creation Behaviour on Customer Perceived Value and Customer Satisfaction: A Study in Context of Sharing Economy in India - Shanu Jain and Kavita Sharma
Submission 11: Reviving Pottery: Integrating Traditional Craftsmanship with Modern Design for a Greener Future - Ruchi Na & Suyash Khaneja
Industry Keynote: University Industry Linkages for Green Future by Dr SP Sharma, NEO Economics, India
Employability workshop: Skills for a greener future in digital times by Dr Pancham Kumar, Bhartiya Skill Development University
Lunch
Paper Presentations
Track I : Digital Transformation for Smart and Sustainable Cities
Track Chair: Prof. Avinash Kr and Discussant: Prof. Jaykamal
Submission 47: Algorithmic Shadows: The Manipulative Personalization of AI in E-commerce Services - Gaurav Roy Varsha Jain & Richa Agarwal
Submission 39: Building Trust through Digital Solutions: A case of Practo Fostering Sustainable Healthcare Engagement - Piyusha Ambradkar
Submission 32: Assessment of Environmental Sustainability of E-Sports Industry in INDIA - Swanand Khati, Shveta Kalra and Neha Singhal
Tea/Coffee Break
Paper Presentations
Track J: Responsible Production, Consumption, and Recycling
Track Chair: Prof. Etinder Pal Singh and Discussant: Dr Vernika Agarwal
Submission 65: Decoding Consumer Confusion: The Impact of Packaging and Certification Labels on Purchase Decisions - Anjali Daryal and Tarannum Amir
Submission 15: Health Consciousness and behaviour towards Health issues: A study of social media users - Nupur Bhatti and Subathra V
Submission 63: Ecotourism and Sustainable Practices in Rainbow Trout Farming at Dachigam National Park, Kashmir - Affan Ali and Shveta Gaikwad
Awards and Vote of Thanks
