Mukul Dev Surira

Employment

• Cochin University of Science and Technology Doctoral Scholar
  2021 - Present

Education

• University of Petroleum and Energy Studies MBA (International Business)
• Kurukshetra University B. Tech (Computer Engineering)

Projects & Funding

Projects & funding information is unavailable.

Publications (7)

• Communal vs. exchange appeals: Relationality framing as a strategy to discourage platform bypassing
  Journal of Retailing and Consumer Services 2026 DOI: 10.1016/j.jretconser.2026.104770
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• Shaping pro-environmental behavior through CSR messaging: Insights from the norm activation model
  Journal of Retailing and Consumer Services 2025 DOI: 10.1016/j.jretconser.2024.104123
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• Breaking the mold with effective communication: how social initiatives enhance a brand's social perception and catalyze pro-environmental and purchase intentions
  Asia Pacific Journal of Marketing and Logistics 2024 DOI: 10.1108/APJML-04-2023-0323
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• Flipping the script: how awareness of positive consequences outweigh negative in encouraging tourists’ environmentally responsible behavior?
  Journal of Sustainable Tourism 2024 DOI: 10.1080/09669582.2023.2227776
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• Trash in the bin, to a cleaner scene we cling: a mixed method approach on tourists’ binning behavior at two spiritual destinations
  Asia Pacific Journal of Tourism Research 2024 DOI: 10.1080/10941665.2024.2397765
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• Pedaling towards sustainability: a mixed-method study of the drivers and barriers to bike-sharing adoption
  Management of Environmental Quality an International Journal 2023 DOI: 10.1108/MEQ-12-2022-0343
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• Why are Indian Digital Natives Resisting Telemedicine Innovation Resistance Theory Perspective
  International Journal of Business Information Systems DOI: 10.1504/ijbis.2023.10057800
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