Bio: I have 15 years of experience in industry and academia. I did my post-graduation from Guru Nanak Dev University, Amritsar, MA (Economics), from Doaba College, Jalandhar, Punjab, and completed my Ph.D. from Punjab Technical University. I am NET qualified. I worked as an assistant professor for 15 years in the Mittal School of Business, Lovely Professional University, Phagwara. I was also acting on the different administrative positions in the university. I am also a SAP-education-certified faculty member. My research areas are green consumer behavior, green marketing, OTT platforms, marketing, and the environment. I credited, over 10 research papers published in journals of national and international repute and attended more than 10 national and international conferences.""