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Sakshi Goyal

Sakshi Goyal

Assistant Professor

About

Ms. Sakshi Goyal is an Assistant Professor of Marketing at the School of Economics & Business, RV University, Bengaluru. She pursued her Ph.D. in Marketing from Birla Institute of Technology and Science (BITS) Pilani. She was awarded the UGC Junior Research Fellowship (UGC-JRF) by the Ministry of Education, Government of India, for her doctoral research.

Her research interests include pro-environmental consumer behavior, sustainable consumption, consumer psychology, green advertising, and sustainable marketing. Her research employs advanced quantitative and configurational methodologies, including Partial Least Squares Structural Equation Modeling (PLS-SEM), Necessary Condition Analysis (NCA), and Fuzzy-Set Qualitative Comparative Analysis (fsQCA). She has published her research in international peer-reviewed journals and presented her research in various reputed conferences namely Academy of Marketing Science World Marketing Conference, Global Marketing Conference, and so forth.

Her teaching interests encompass Marketing Management, Consumer Behavior, Sustainable Marketing, Services Marketing, Product & Brand Management, and Quantitative Analysis of Customer Data. She believes in creating an engaging and application-oriented learning environment by integrating real-world cases, contemporary business examples, data-driven exercises, and experiential activities into her teaching.

Prior to her academic career, she gained industry experience with HDFC Bank, where she worked in retail branch banking operations. This experience provided her with practical exposure to customer relationship management, service marketing, customer segmentation, and financial services.

She is passionate about research-driven teaching, continuous learning, and bridging the gap between marketing theory and managerial practice. Her broader academic goal is to generate meaningful insights into consumer decision-making while contributing to more sustainable and responsible marketing practices.

“There are no shortcuts to any place worth going.” — Beverly Sills

Goyal, S., Ramaswamy, V. N., Goyal, P., & Chanda, U. (2025). “Green advertising: a hybrid literature review using citation and TCM analysis,” The Bottom Line (ABDC, Scopus indexed, Q1, IF: 7.3)

Goyal, S., & Goyal, P. (2024). “The evolution of pro‐environmental behavior research in three decades using bibliometric analysis,” Corporate Social Responsibility and Environmental Management, 31(5), 4133-4153 (ABDC/ABS/Scopus and SSCI indexed, Q1, IF: 9.1)

Goyal, S., Sondhi, H., & Goyal, P. (2023). “A bibliometric review of greenwashing research by using co-occurrence analysis and bibliographic coupling,” Handbook of Evidence Based Management Practices in Business, 315-323 (Routledge Taylor & Francis Group)

Research Interests

Consumer Behavior, Quantitative Research, Role of AI and Sustainability in Marketing

Received an International Travel Award of ₹1.5 lakh in recognition of research excellence, supporting international conference participation and dissemination of scholarly research.

Received a Special Mention Award for outstanding poster presentation organized by BITS Pilani on the occasion of Research Scholar's Day 2025.

Awarded the UGC Junior Research Fellowship (UGC-JRF) by the Ministry of Education, Government of India, in recognition of academic and research excellence.

Sakshi Goyal

Assistant Professor

Ph.D. (Marketing), BITS Pilani

School of Business

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