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Pradip H Sadarangani

Professor Ph.D, IIT Bombay

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Email : pradip@iimshillong.ac.in

Office Ph.: +91 364 2308041

Research Interests/ Areas

Consumer Behavior, Structural Equation Modelling

Teaching Interest / Areas

Marketing Strategy, Consumer Behavior

Consultancy Interest / Areas

Marketing Management, Consumer Behavior, Sales, Voice of the Customer, Laddering

  • SDA Bocconi University Bocconi School of Management, Milan, Italy International Teachers Program, 2009
  • IIT Bombay SJM School of Management Doctor of Philosophy, 2002, Bombay, India Thesis Co-supervised by Profs. Richard Bagozzi & S S Gaur
  • University of Michigan School of Business Administration, Ann Arbor, MI Master of Arts in Business Administration, 1994
  • University of Bombay Bajaj Institute, Bombay, India Top four students Master of Business Administration (Part Time), 1990
  • K. C. College of Management Studies, Bombay, India Gold medalist Diploma in Mktg. & Sales Management (Part Time), 1986
  • Indian Institute of Technology, Bombay, India Mechanical Engineering Bachelor of Technology, 1985
  • 2019-present : Professor,IIM Shillong, Shillong, India
  • 2010-2019 Associate Professor, IIM Shillong, Shillong, India
  • 2010-11 : Visiting Research Scholar , University of Michigan, Ann Arbor, MI
  • 2003-10 : Assistant Professor, IIM Bangalore, Bangalore, India
  • 1999-2002 : Visiting Faculty , NMIMS AND SIESCOMS, Bombay, India
  • 1999-2002 : Research Assistant, IIT BOMBAY, Bombay, India
  • 1993-1999 : Marketing Consultant, R. S. Gosalia – Chemical Trading, Bombay, India
  • 1985 -1991 : Assistant Manager & Sales Engineer, NIIT & Permanent Magnets, Bombay, India

Pradip Sadarangani has published over twenty research articles in International and National scholarly, quality research journals. Including four published in A Category Journals.

Category wise ABDC – Within Category - Year wise

A Category


  • Pradip H. Sadarangani, Anup Krishnamurthy, and Richard Bagozzi (2016), “Shared Consumer Needs Across India and China: A Path to Global Advertising of Services?” Published in A Category Management International Review, Vol. 57 (3), pp 473–500.https://doi.org/10.1007/s11575-016-0299-2
  • Sushant Kumar, Kuldeep Bashiya, Naman Sreen, Pradip H. Sadarangani, and Harsh Samalia, (2021), “A Longitudinal Study on Impact of National Culture on E-Government Development,” Published in A Category Journal of Global Information Management, Vol. 29, Issue 2https://orcid.org/0000-0002-9292-1098

Under Review

  • Sreen, Naman, Jebarajakirthy C., Sadarangani, P. H., Yadav, R., & Gogoi, B.J. (2021). “Values impact on green purchasing intentions: A Mixed-Method Study.”

B Category


  • Sarit Biswas, Mousumi Bhattacharya, Pradip H Sadarangani & Justin Yiqiang Jin | (2022) Corporate governance and earnings management in banks: An empirical evidence from India, Cogent Economics & Finance, 10:1, 2085266, DOI: 10.1080/23322039.2022.2085266
  • Chatterjee, S., Sreen, N., Sadarangani, P. H., & Gogoi, B. J. (2021). Impact of Green Consumption Value, and Context-Specific Reasons on Green Purchase Intentions: A Behavioral Reasoning Theory Perspective. Journal of Global Marketing, 1-21.
  • Sushant Kumar, Bashiya, Kuldeep, Pradip H. Sadarangani, and Harsh Samalia, (2020). “How Culture Impacts E-government Development,” Published in B category Electronic Journal of IS Evaluation, Vol. 23, Issue 1.pp. 17-33.
  • Naman Sreen, Shankar Purbey, and Pradip H. Sadarangani, (2020), “Understanding the Relationship Between Different Facets of Materialism and Attitude Toward Green Products,” Published Online in B category Journal of Global Marketing, pp 1-21.
  • Pradip H. Sadarangani, and Gaur S. S. (2004), “Being More Effective on the World Wide Web: A Communication Model,” Published in B Category Management Review, Vol. 16 (2), pp 36-47.

Under review B Category

  • Naman Sreen; Swetarupa Chatterjee, Pradip Sadarangani; Jyoti Rana; Amandeep Dhir, “Impact of Ethical Certifications and Product Involvement on Consumers Decision to Purchase Ethical Products at Price Premiums in an Emerging Market,” Under Revision in B Category International Review on Public and Nonprofit Marketing

C Category & Others


  • Swetarupa Chatterjee, Naman Sreen, Pradip Sadarangani (2020), “Eco-Friendly Products Purchase Intention: Comparison of Theory of Planned Behavior and Social Cognitive Theory,” Published Online in C Category International Journal of Economics and Business Research, June 2020. DOI: https://10.1504/IJEBR.2021.10032701
  • Swetarupa Chatterjee, Naman Sreen, Pradip Sadarangani (2020), “An Exploratory Study Identifying Motives and Barriers to Ethical Consumption for Young Indian Consumers,” Published in Online in C Category International Journal of Economics and Business Research June 2020. DOI: https://10.1504/IJEBR.2021.10031629
  • Naman Sreen, Pradip H. Sadarangani and Giridhar V., (2019), “A Path from Cultural Values to Mobile Travel App Intention,” Published in C Category as per date of publication, now in ABS International Journal of Indian Culture and Business Management,18(3), 251-271.
  • Naman Sreen, Pradip H. Sadarangani, and Gogoi, B. J. (2019), “Profiling Green Consumers through Culture, Beliefs and Demographics: an Indian Study,” Published in C Category as per date of publication, now in ABS International Journal of Indian Culture and Business Management, 19(2), 168-188.
  • Naman Sreen, Swetrupa Chatterjee, and Pradip H. Sadarangani, (2020), “Determining Green Purchase Intentions: TPB vs SCT,” Accepted in C category. International journal of Economics and Business Research.
  • Swetarupa Chatterjee, Naman Sreen, and Pradip H. Sadarangani, P. H. (2020).Motives and Barriers to Ethical Consumption. Accepted in C Category. International journal of Economics and Business Research.
  • Sushant Kumar, Giridhar, V. and Pradip H. Sadarangani, (2019), “A Cross-National Study of Environmental Performance and Culture: Implications of the Findings and Strategies,” Published in C Category Global Business Review, Vol. 20, Issue 4, 1051-1068.
  • Sushant Kumar and Pradip H. Sadarangani, (2018), “Study of Shopping Motivation and Buying Behavior among Generation Y in India” Published in Journal of Global Business, Vol. 7, pp 28-40. https://doi.org/10.1177/0972150918807085.
  • Sushant Kumar and Pradip H. Sadarangani, (2018), “Study of Shopping Motivation and Buying Behavior among Generation Y in India” Published in Journal of Global Business, Vol. 7, pp 28-40.
  • Pradip H. Sadarangani (2013), “Interrealations among a Channel Entity’s Power Sources – Exploratory Study in Indian Context,” Published in Review of Strategic and International Studies, Vol 5 (3), pp 121-127.
  • Pradip H. Sadarangani (2006), “The case of Planet Health – An Analysis,” Published in Diagnoses feature in Vikalpa: The Journal for Decision Makers, IIM Ahmedabad, India.
  • Pradip H. Sadarangani and Richard Bagozzi (2005), “The Relationship between Positive and Negative Affect in Indian Urban and Rural Environments,” Published in Psychological Studies, Vol. 50 (1), pp 78-82.
  • Pradip H. Sadarangani, and Gaur S. S. (2003), “An Empirical Study on Emotional Intensity and the Influence of Product Involvement in the Context of the Integrative Framework,” Published in Journal of Korean Academy of Marketing Science, Vol. 2003 (11), pp 99-119.
  • Shuzo Abe, Richard P. Bagozzi, and Pradip H. Sadarangani (1996), “An Investigation of Construct Validity and Generalizability of the Self-Concept: Self-Consciousness in Japan and the United States,” Published in Journal of International Consumer Marketing, Vol. 8(3-4), pp 97-123.

Under Review C Category

  • Naman Sreen, Swetrupa Chatterjee, Pradip H. Sadarangani, Gogoi, B. J., Yadav K., (2021), “Are Consumers Ready to Forgo High Price or ow Quality for Ethical Certification: An Indian Study,” International Journal of Green Economics.

Cases Published

  • Pradip H. Sadarangani, Nilesh Vani, and Anup Krishnamurthy. (2011). Aptech Limited. European Case Clearing House (EECH), now called The Case Centre, Case Study and Teaching Note Reference no. 511- 057-1.
  • Sushant Kumar, Pradip H. Sadarangani & Rohit Dwivedi, (2018). Whizz India: Challenges for First Mover, Case Study and Teaching Note, Ivey Publication- 9B18M177.