Pallavi Singh

Dr Pallavi Singh

Senior Lecturer In Marketing


Pallavi Singh is a Senior Lecturer in Marketing at Sheffield Business School, Sheffield Hallam University, Sheffield, UK. Before commencing her academic career, she was a Civil Servant in India. She obtained her PhD in Ethical Marketing from University of Sheffield Management School, Sheffield, UK; her MBA in Marketing also from University of Sheffield Management School (SUMS) UK; her Masters in Hindi Literature (Silver Medallist) and her Bachelors in Physics from the prestigious University of Allahabad in India.  Her research interest includes environmental education in schools, and higher education institutions, sustainable consumption in families, socialization theory, green consumer behaviour and child influence in family purchase decision making. Her work has been presented at the Academy of Marketing Conference, World Environmental Education Congress and many more conferences across Asia and Europe. She is a reviewer with number of publications like the Journal of Consumer Behaviour, South Asian Journal of Global Business Research and Journal of consumer ethics. She serves as consultant for social businesses, charity organisations and not for profit organisations .



  • 2015 to 2017: Post Graduate Certificate - Learning and Teaching in Higher Education, Sheffield Hallam University, United Kingdom
  • 2016: PhD Ethical Marketing, University of Sheffield, United Kingdom
  • 2009: Master of Business Administration, University of Sheffield, United Kingdom
  • 2002: MA Hindi Literature, Allahabad University, India
  • 2000: BSc Physics, Chemistry, Mathematics, Allahabad University, India

Senior Lecturer in Marketing

Teaching expertise

  • Ethical Marketing, Consumer behaviour, Global Marketing


  • Green Marketing, sustainable consumer behaviour, child influence in family decision making, environmental socialisation and reverse socialisation.


Department of Management

Sheffield Business School



Journal articles

Nagendra, S.M., Dey, D.K., Singh, P., & Sahadev, S. (2024). Measuring perceived social sustainability of brands – A scale development. Journal of Cleaner Production, 444.

Brown, D.M., Apostolidis, C., Dey, B.L., Singh, P., Thrassou, A., Kretsos, L., & Babu, M.M. (2024). Sustainability starts from within: A critical analysis of internal marketing in supporting sustainable value co-creation in B2B organisations. Industrial Marketing Management, 117, 14-27.

Akter, S., Mohiuddin Babu, M., Hossain, T.M.T., Dey, B.L., Liu, H., & Singh, P. (2023). Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity. International Marketing Review.

Jones, S., Singh, P., & Dean, D. (2023). To bin or not to bin. Journal of Customer Behavior, 22 (1-2), 68-77.

Dey, B.L., Nasef, Y.T., Brown, D.M., Samuel, L., Singh, P., & Apostolidis, C. (2023). (Im)migrants’ appropriation of culture: reciprocal influence of personal and work contexts. Journal of World Business, 58 (2).

Singh, P., Sahadev, S., Wei, X., & Henninger, C.E. (2023). Modelling the antecedents of consumers' willingness to pay for eco‐labelled food products. International Journal of Consumer Studies.

Lanka, E., Rostron, A., Singh, P., & Lanka, S. (2022). Introduction to the Special Issue Call for Qualitative Research Tutorials in Contemporary Administration Studies: An Editorial. Revista de Administração Contemporânea, 26 (4).

Brown, D., Apostolidis, C., Singh, P., Dey, B.L., & Chelekis, J. (2022). Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: the case of Pennine Pubs. International Journal of Entrepreneurship and Innovation.

Singh, P., Bala, H., Dey, B.L., & Filieri, R. (2022). Enforced remote working: the impact of digital platform-induced stress and remote working experience on technology exhaustion and subjective wellbeing. Journal of Business Research, 151, 269-286.

Singh, P., Henninger, C.E., Oates, C.J., Newman, N., & Alevizou, P.J. (2022). Children and young people: opportunities and tensions for sustainability marketing. Journal of Marketing Management, 38 (9-10), 831-843.

Coombes, P., & Singh, P. (2022). In Pursuit of the 'Pink Pound': A Systematic Literature Review. International Journal of Market Research.

Sahadev, S., Muralidharan, S., & Singh, P. (2022). Introduction to the special issue on marketing communications and sustainability. Journal of Marketing Communications, 28 (3), 227-231.

Lanka, E., Rostron, A., Singh, P., & Lanka, S. (2022). Introduction to the special issue call for qualitativeresearch tutorials in contemporary administrationstudies: an editorial. Revista de Administração Contemporânea, 26 (4).

Singh, P., Brown, D.M., Chelekis, J., Apostolidis, C., & Dey, B.L. (2021). Sustainability in the beer and pub industry during the covid-19 period: an emerging new normal. Journal of Business Research.

Soni, G., Mangla, S.K., Singh, P., Dey, B.L., & Dora, M. (2021). Technological interventions in social business: Mapping current research and establishing future research agenda. Technological Forecasting and Social Change, 169.

Lanka, E., Lanka, S., Rostron, A., & Singh, P. (2020). Why We Need Qualitative Research in Management Studies. Revista de Administração Contemporânea.

Singh, P., Sahadev, S., Oates, C.J., & Alevizou, P. (2020). Pro-environmental behavior in families: A reverse socialization perspective. Journal of Business Research, 115, 110-121.

Gentina, E., & Singh, P. (2015). How national culture and parental style affect the process of adolescents’ ecological resocialization. Sustainability, 7 (6), 7581-7603.

Singh, P. (2013). Food for Thought: Can Social Media be a Potential 'Learning Tool' for Universities?, Educational Quest. International Journal of Education and Applied Social Science, 4 (2), 115-119.

Conference papers

Singh, P., & Lu, P.-.H. (2019). Stereotype and counter stereotype in children's product and its role in parents purchase decision. In Academy of marketing.

Book chapters

Singh, P. (2021). Reverse Socialization(Second). In The Blackwell Encyclopedia of Sociology (2nd edition). Wiley:

Singh, P. (2017). Ethical consumption patterns and the link to purchasing sustainable fashion, in Sustainability in Fashion: A cradle to upcycle approach. In Henninger, C.E., Alevizou, P.J., Goworek, H., & Ryding, D. (Eds.) Sustainability in Fashion: A Cradle to Upcycle Approach. (pp. 103-126). Palgrave Macmillan UK

Henninger, C.E., & Singh, P. (2017). Ethical Consumption Patterns and the Link to Purchasing Sustainable Fashion. In Sustainability in Fashion. (pp. 103-126). Springer International Publishing:


Singh, P., & Gilligan, C. (2019). Social enterprise-working together to support the SDGs. Presented at: Creating Knowledge Conference, Sheffield Hallam University

Singh, P. (2019). The environmental education discourse: under-appraisal of the ingenuousness. Presented at: World Environmental Education Congress

Singh, P. (2016). Environmental socialisation of adolescents in India.

Singh, P. (2015). Green is Not Cool, Its Nerdy.

Singh, P. (2013). Green School Program (GSP) - A Case Study from India.

Singh, P. (2012). Environmental Education in Schools in India and its Impact on Intergenerational Learning and Environmental Consumerism of Indian Families.

Singh, P. (2011). Green Consumer Behaviour In India: A Micro-cultural Perspective.

Postgraduate supervision

Current supervisions

  • 2016:PhD supervision (1 student)

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