About
Divya Singh is an Assistant Professor, School of Economics and Business. She is a marketing researcher who studies sustainable consumption behavior and how people adopt new technologies. Her doctoral thesis looks at why Indian consumers choose or avoid electric cars, and what this means for marketers and policymakers (Department of Management Studies, NIT Durgapur).
Her work has been published in Q1 journals as well as in book chapters with Emerald and Springer. In her research, she uses behavioral theories such as TPB, Self-Congruity and tech-adoption theories like TAM, DOI, UTAUT, along with methods including structural equation modelling, artificial neural networks, qualitative interviews and bibliometric analysis. She has presented her work at international conferences hosted by IIM Bodh Gaya, IIM Visakhapatnam and IIT Roorkee.
She teaches Consumer Behavior, Marketing Management, Marketing Research, Digital Marketing, and Sustainable Marketing. She is UGC-NET qualified.
Outside the classroom, She is a trained Kathak dancer with a deep passion for contemporary dance forms. Dance lets her say what she can’t always put into words. She has always had a soft spot for animals. Their honesty and trust remind her that every life deserves kindness, and that belief is part of why she cares about building a more sustainable world.
She believes marketing research should not only explain people’s choices, but help consumers, businesses and governments make better ones.
Singh, D., Paul, U. K., & Pandey, N. (2023), “Does electric vehicle adoption (EVA) contribute to clean energy? Bibliometric insights and future research agenda,” Cleaner and Responsible Consumption. Link: https://doi.org/10.1016/j.clrc.2022.100099
Singh, D., Paul, U. K. (2025), “Beyond the buzz: Unravelling the barriers and drivers of electric car adoption in India- A qualitative study,” Journal of Cleaner Production. Link: https://doi.org/10.1016/j.jclepro.2025.145344
Singh, D., Paul, U. K., Chaudhuri, R., Chatterjee, S., & Troise, C. (2025), “How to Reduce Environmental Impacts and Achieve Sustainability: Exploring Electric Car Adoption Through a Hybrid Approach,” Corporate Social Responsibility and Environmental Management. Link: https://doi.org/10.1002/csr.70336
Singh, D., Paul, U. K. (2023), “Impact of awareness on the adoption of electric vehicles: a systematic literature review”, Fostering Sustainable Development in the Age of Technologies. Link: https://doi.org/10.1108/978-1-83753-060-120231023
Paul, U.K., Singh, D., Pandey, N. (2026). “Revisiting Sustainable Consumption: Theory, Practice and Policy Insights”, Green to Gold, World Sustainability Series. Link: https://doi.org/10.1007/978-3-032-10212-6_2
Employed mixed method (quantitative and qualitative) to examine eco-product adoption.
Expertise in integrating behavioral theories (TPB, TAM, DOI, UTAUT) with advanced analytical methods (PLS SEM, Med-Mod, HOC, MGA, IPMA, ANN) to generate both theoretical and policy-relevant insights.
Literature and Review Methods: PRISMA, Bibliometrics, Systematic Literature Review (SLR), Content analysis.
Software Expertise: SmartPLS, IBM SPSS, R, VOS viewer, Gephi, NVIVO.
Research Interests
Sustainable Marketing and Green Consumption, Climate-Friendly Innovation Adoption, Electric Vehicle Adoption, Marketing Technology (Martech).
Assistant Professor
School of Economics and Business
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Bengaluru
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