B.A. (Panjab University);
MBA; FPM (IIM-Lucknow)
Dr. Gurpreet K. Mehdiratta is an Assistant professor (Marketing Area) in Jindal Global Business School. She is an MBA in Marketing from IIM, Lucknow and has over 15 years of corporate experience across leading Media and IT companies such as NIIT Technologies (now Coforge), India Today, Radio Mirchi and Dainik Bhaskar. She has worked in the areas of strategy development and implementation, revenue generation and business model innovation.
Gurpreet has done her PhD in the area of Business Sustainability from IIM, Lucknow. Her doctoral research titled “Understanding Pro-environmental Behavior of Adolescents- a Moderated-Mediation Model” was conducted on Grade 9-Grade 12 school students across India. It focused on determining the factors that affect pro-environmental behavior in adolescents in the Indian context using structural equation modeling technique. Gurpreet has presented her work in leading conferences in IIT Kharagpur and in the International Conference on Sustainability, Amsterdam. Her research papers are under review in leading ABDC and ABS journals.
Gurpreet’s research interests include sustainable consumer behavior; conscious capitalism; psychology of conscious consumption and green marketing.
Gurpreet’s teaching interests include digital marketing, integrated marketing communications, green marketing, consumer behavior, corporate sustainability and strategy for sustainability.