Amit Kakkar
Papers
1
Total Citations
2
H-Index
1
About
Dr. Amit Kakkar is a pioneering researcher at the intersection of sustainable consumer behavior and emerging digital technologies. His work primarily explores how young consumers interact with artificial intelligence-driven entities, particularly virtual influencers, in the context of sustainable consumption. Kakkar’s major contribution lies in developing integrated theoretical frameworks that combine established behavioral models—such as the Value-Belief-Norm (VBN) theory and the Artificial Intelligence Device Use Acceptance (AIDUA) model—with novel constructs like the Social Service Robot Interaction Trust (SSRIT) framework. His most-cited paper (2025, 2 citations) investigates youths’ willingness and objections to following virtual influencers promoting sustainable consumption, offering a nuanced understanding of trust, values, and technology acceptance in digital marketing. Though early in its citation trajectory, this work represents a significant step in bridging sustainability science with human-AI interaction research. Kakkar’s innovative approach to synthesizing multiple theoretical lenses positions him as a rising voice in sustainable marketing and digital behavior studies, with implications for both academic theory and practical applications in ethical AI design.
Research Focus
Key Achievements
Top Papers
- 1