Ashish Ashok Uikey

Biographic Data

ID4464401
NAMEAshish Ashok Uikey
GIVEN NAMESAshish Ashok
FAMILY NAMEUikey
SIGNATUREUIKEY A A
AFFILIATIONSSymbiosis International University
ORCID0000-0002-8905-2717
VERIFIEDYes
TOTAL WORKS4
TOTAL CITATIONS1
WORKS AS AUTHOR4
WORKS AS EDITOR0
FIRST PUBLICATION YEAR2025
LATEST PUBLICATION YEAR2026
H-INDEX1

  • Trust green, pay more

    Open AccessAshish Ashok Uikey, Zericho R Marak et al.ARTICLEActa Psychologica2026

    The Stimulus–Organism–Response framework is applied in this study to explore the impact of Green Transparency (stimuli) and Green Perceived Value (stimuli) on Green Brand Trust (organism) and, subsequently, on Green Brand Loyalty (response) and Willingness to Pay More (response). Self-Brand Connection is examined as a moderator. An online survey was distributed to 557 EV consumers. We employed both PLS-SEM (SmartPLS 4) and CB-SEM (AMOS 29) to tes…

  • Green Marketing in Asian Nations

    Open AccessAshish Ashok Uikey, Ruturaj Baber et al.ARTICLESAGE Open2025

    This systematic literature review examines the evolution and current state of green marketing research in South Asian, East Asian, and Southeast Asian countries. Utilizing the PRISMA methodology and TCCM framework, the study analyzes 97 articles published between 2000 and 2025 to map research trends, dominant variables, theoretical underpinnings, and methodological approaches. The findings reveal regional disparities in publication volume, a reli…

  • Which is the “green generation”? A multigroup analysis of millennials and Generation Z’s green consumerism

    Ashish Ashok Uikey, Ruturaj Baber et al.ARTICLEBritish Food Journal2025

    Purpose This study aimed to investigate how components of green marketing mix (GMM), green product (GPD), green price (GPC), green place (GPL) and green promotion (GPM) influence consumer attitudes (ATT), subjective norms (SNM), perceived behavioural control (PBC) and purchase intention (PI) and finally green consumerism (GCM). Design/methodology/approach Using Smart PLS 4 software and PLS-SEM approach, data were analysed for structural relations…

  • Pesticide knowledge and farmers’ safety behaviours

    Open AccessAshish Ashok Uikey, Devvandya Mishra et al.ARTICLESustainable Futures2025Cited by: 1References: 7

    This study examines the psychological determinants of farmers' safety behaviours in pesticide use through the Theory of Planned Behaviour, integrating pesticide knowledge as a moderating factor. Using survey data from 450 farmers in India, Partial Least Squares Structural Equation Modelling was employed to test the relationships. The findings reveal that attitude and perceived behavioural control significantly influence safety behaviours, while s…