Prasanta Kr Chopdar is an Associate Professor in Marketing at IIM Sambalpur. He received his Ph.D. from the Department of Management Studies, NIT Tiruchirappalli, with his doctoral research focused on the adoption of mobile shopping applications. Post completion of his PhD, He has served as Assistant Professor and Chairperson (Research) at IIM Shillong and was also associated with Thiagarajar School of Management, Madurai. With career spanning two decades in academia and industry, he brings a balanced perspective to the evolving landscape of marketing. His teaching and research are shaped by interest in understanding how markets, consumers, and technologies interact in an increasingly dynamic environment.
His publications include articles in leading journals such as Psychology & Marketing, Journal of Business Research, Technological Forecasting and Social Change, and other reputed journals. He serves as an ad hoc reviewer for several leading marketing journals, including Journal of Business Research and European Journal of Marketing, among others. He specializes in research methodologies including survey research, mixed-method approaches, and scale development. He is well-versed in advanced analytical techniques such as PLS-SEM and tools like SmartPLS, fsQCA, and actively delivers FDPs and workshops. He aims to create engaging classroom experiences that foster critical thinking, mentor young scholars in developing meaningful research, and actively collaborate with academic and industry partners to generate real-world impact.
Current teaching interest:
• Sustainability Marketing (Elective)
• Creating Brand Value (Elective)
• Marketing Management (Core)
• Marketing Strategy (Core)
• Business Research Methods (Core)
• Marketing Research (Core)
Research :
Research Domains: Sustainability, Branding, Technology Adoption, Consumer Psychology, Consumer Culture
Research Areas: Sustainable Consumption, Psychology of Responsible & Ethical Technology Adoption, AI-mediated Consumer Experiences, Cultural marketing and Spirituality
Publications Details :
- Shekhar, S., & Chopdar, P. K. (2025). Climate Literacy and Decarbonization from the Lens of Sustainable Consumption: A Hybrid Review and Research Agenda. Journal of Global Marketing, 1-25.
https://doi.org/10.1080/08911762.2025.2580345. (ABDC B).
- Vasil, M., Chopdar, P. K., Das, S. S., & Buhalis, D. (2025). Value co-destruction behavior in peer-to-peer accommodation: evidence of dark triad, moral disengagement, and host incivility. Journal of Hospitality Marketing & Management, 34(4), 499-525. https://doi.org/10.1080/19368623.2025.2449870. (ABDC A).
- Vasil, M., Chopdar, P. K., Das, S. S., & Buhalis, D. (2025). Guests' Value Co‐Creation Behavior in Airbnb: The Role of Light Triad Personality, Perspective‐Taking, and Host Incivility. International Journal of Tourism Research, 27(3), e70032. https://doi.org/10.1002/jtr.70032. (ABDC A).
- Vasil M, M., Chopdar, P. K., Buhalis, D., & Das, S. S. (2024). Value co‐creation in the sharing economy: revisiting the past to inform future. Psychology & Marketing, 41(7), 1443-1468. https://doi.org/10.1002/mar.21990. (ABDC A).
- Pattusamy, M., & Chopdar, P. K. (2024). What motivates users to keep WhatsApp statuses: a scale development study. Asia Pacific Journal of Marketing and Logistics, 36(6), 1409-1428. https://doi.org/10.1108/APJML-06-2023-0529. (ABDC A).
- Chopdar, P. K., & Paul, J. (2024). The impact of brand transparency of food delivery apps in interactive brand communication. Journal of Research in Interactive Marketing, 18(2), 238-256. https://doi.org/10.1108/JRIM-12-2022-0368. (ABDC B).
- Prodanova, J., & Chopdar, P. K. (2024). The interplay of app characteristics and smartphone addiction in mobile shopping behaviour. International Journal of Consumer Studies, 48(1), e12992. https://doi.org/10.1111/ijcs.12992. (ABDC A).
- Chopdar, P. K., Lytras, M. D., & Visvizi, A. (2023). Exploring factors influencing bicycle-sharing adoption in India: a UTAUT 2 based mixed-method approach. International Journal of Emerging Markets, 18(11), 5109-5134. https://doi.org/10.1108/IJOEM-06-2021-0862. (ABDC B).
- Chopdar, P. K. (2022). Adoption of Covid-19 contact tracing app by extending UTAUT theory: Perceived disease threat as moderator. Health Policy and Technology, 11(3), 100651. https://doi.org/10.1016/j.hlpt.2022.100651. (ABDC B).
- Chopdar, P. K., Paul, J., Korfiatis, N., & Lytras, M. D. (2022). Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers. Journal of Business Research, 140, 657-669. https://doi.org/10.1016/j.jbusres.2021.11.031. (ABDC A).
- Chopdar, P. K., Paul, J., & Prodanova, J. (2022). Mobile shoppers’ response to Covid-19 phobia, pessimism and smartphone addiction: does social influence matter?. Technological Forecasting and Social Change, 174, 121249. https://doi.org/10.1016/j.techfore.2021.121249. (ABDC A).
- Lytras, M. D., Visvizi, A., Chopdar, P. K., Sarirete, A., & Alhalabi, W. (2021). Information Management in Smart Cities: Turning end users’ views into multi-item scale development, validation, and policy-making recommendations. International Journal of Information Management, 56, 102146. https://doi.org/10.1016/j.ijinfomgt.2020.102146. (ABDC A*).
- Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106. https://doi.org/10.1016/j.ijinfomgt.2020.102106. (ABDC A*).
- Chopdar, P. K., & Sivakumar, V. J. (2019). Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk. Behaviour & Information Technology, 38(1), 42-64. https://doi.org/10.1080/0144929X.2018.1513563. (ABDC A).
- Chopdar, P. K., & Sivakumar, V. J. (2019). Impulsiveness and its impact on behavioural intention and use of mobile shopping apps: a mediation model. International Journal of Business Innovation and Research, 19(1), 29-56. https://doi.org/10.1504/IJBIR.2019.099754. (Scopus indexed).
- Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behavior, 86, 109-128. https://doi.org/10.1016/j.chb.2018.04.017. (ABDC A).
- Chopdar, P. K., & Sivakumar, V. J. (2018). Understanding psychological contract violation and its consequences on mobile shopping applications use in a developing country context. Journal of Indian Business Research, 10(2), 208-231. https://doi.org/10.1108/JIBR-07-2017-0109. (ABDC C).
• Delivered session on ‘Brand You, Brand Us: Aligning Personal and Institutional Identity for Impact’ in nurturing future leadership program for teachers under MMTTP on 18th September 2025.
• Delivered session on building a public sector brand: FCI identity in modern India for senior executives of FCI on 7th August 2025.
• Coordinated and delivered session in training program on ‘Customer Centricity and Consumer Behavior’ for managers of DCB bank on 7th-8th February 2025.
• Conducted pre-conference workshops and delivered sessions on PLS-SEM using SmartPLS on 28th January 2024.
• Delivered sessions on PLS-SEM in FDP on 27th March 2022.
• Delivered hands-on sessions in a workshop on PLS-SEM with SmartPLS on 31st July and 1st Aug 2020.
• Conducted a two-day workshop on Partial least square-structural equation modelling (PLS-SEM) and SmartPLS in DoMs, NIT Trichy, 7th and 8th September 2019.
• Team Member, Developing Micro enterprises and Capacity Building of Slum Dwellers in Bhubaneswar in association with Centurion University and Dept of Housing and Urban Development, Govt of Odisha, 2014-2015.
