Dr. S. Achchuthan
B.Com (UoJ), MPhil (UoJ),
PhD (SCU, Australia)
Head, Senior Lecturer Gr II
achchu@univ.jfn.ac.lk
Research Interests:
Consumer behaviour
Circular Economy and Sustainability
Entrepreneurship & Innovation
Academic Profile
Teaching
Admin Roles
Research & Publications
Awards & Grands
Activities
Academic Profile
Degrees
- Ph.D. in Business (Consumer behaviour), Southern Cross University, Australia
- MPhil in Management (Consumer behaviour), University of Jaffna, Sri Lanka
- Bachelor of Commerce (Hons), University of Jaffna, Sri Lanka
Resource Person
- Resource Person in Research Dialogue Forum, Research and Higher Degree Committee,
Faculty of Management Studies and Commerce, University of Jaffna, 27th of April, 2022. - Resource Person in Seminar Series in Business Research, Faculty of Management Studies and Commerce, University of Jaffna, 24th of January, 2022.
- Convener, International Conference on Contemporary Management, 2022, University of Jaffna.
- Resource Person in Staff Development Programme, University of Jaffna: Training
workshop on SPSS for Data Analysis, 12th and 13th of October 2021 - Member, Curriculum Revision, Department of Commerce, University of Jaffna
(2021). - Research Assistant for the project on acceptance/use of Smart Home Technologies by
senior citizens in Australia, Faculty of Health, Southern Cross University (March, 2021 – June,
2021). - Member of Organising Committee, Postgrad Research and Practice Conference
(PRAXIS) 2020, Southern Cross Postgraduate Association, Australia, 22nd and 23rd of October
2020. - Member of Action Committee, International Conference on Contemporary
Management, 2017, University of Jaffna - Member of Editorial Committee, International Conference on Contemporary
Management, 2016, University of Jaffna - Member of the panel of judges of Sabra Brand Eminence 2014, Organized by
Department of Marketing Management, Sabaragamuwa University of Sri Lanka. - Research assistant for the project on Value Chain Analysis in Paddy and Dairy sector,
Kilinochchi District funded by World Vision Sri Lanka (Year 2012) - Research Assistant for the project on the demand forecasting for dairy milk products
in North & East provinces, funded by Kotmale Dairy Products (PVT) LTD (Year 2012)
Institutional Development
- Contributor in reforming Academic regulations of Bachelor of Commerce Degree Program (External) – 2022, Centre for Open and Distance Learning, University of Jaffna.
- Contributor in developing graduate profile of Bachelor of Commerce Degree Program (External) – 2022, Centre for Open and Distance Learning, University of Jaffna.
- Contributor in developing Dissertation Guidelines for Bachelor of Commerce Degree Program (External) – 2022, Centre for Open and Distance Learning, University of Jaffna.
- Contributor in conducting stakeholder discussion for the curriculum revision of Bachelor of Commerce Degree Program – 2021, Department of Commerce, University of Jaffna.
- Contributor in reforming Academic regulations of Bachelor of Commerce Degree Program – 2021, Department of Commerce, University of Jaffna.
- Contributor in developing a graduate profile of Bachelor of Commerce Degree Program- 2021, Department of Commerce, University of Jaffna.
- Contributor in developing Vision, Mission, Goals and Values statement of the Department of Commerce, University of Jaffna (Year 2017).
Teaching
University of Jaffna, Sri Lanka (Undergraduate)
- Research Methods in Business
- Corporate Governance and Ethics
- Organizational Management
- Strategic Management
- Knowledge Management
- Customer Relationship Management
- Marketing Information Systems
- Life and Professional Skills Development
Sabaragamuwa University of Sri Lanka (Undergraduate)
- Consumer Behaviour
- Marketing Management
- Customer Relationship Management
- Business to Business Marketing
- Managerial Economics
Center for Open and Distance Learning (CODL), University of Jaffna (Undergraduate)
- Organizational Management
- Marketing Management
- National Economy Management
- Knowledge Management
Admin Roles
- Head of the Department of Commerce, 2022 to Date
- Course Coordinator, Bachelor of Commerce Degree Program, Centre for
Open and Distance Learning, University of Jaffna since 2022 - Chairman, Career Guidance Cell, Faculty of Management Studies and Commerce,
University of Jaffna since 2022 - Member of Business Incubation Cell, Faculty of Management Studies and Commerce,
University of Jaffna since 2022 - Member of Wellbeing Cell, Faculty of Management Studies and Commerce, University
of Jaffna since 2021 - Member of Human Resources Committee, Faculty of Management Studies and
Commerce, University of Jaffna since 2021 - Member of Management Committee, Postgraduate Association of the Southern Cross
University, Australia (from June 2019 to April 2021)
Research & Publications
Indexed Journals
- Jebarajakirthy, C., Shankar, A., Haroon, M., Preeti, N and Achchuthan, S. (2022) Online food delivery: Review and Research Agenda. International Journal of Hospitality Management. Retrieved from https://doi.org/10.1016/j.
ijhm.2022.103240 (Indexed in Web of Science) - Das, M., Jebarajakirthy, C., Achchuthan, S. (2022). How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation. Journal of Retailing and Consumer Services. Retrieved from https://doi.org/10.1016/j.
jretconser.2022.103023 (Indexed in Web of Science) - Achchuthan, S., Shankar, A and Das, M (2022). How to enhance customer loyalty to retail stores via retail service quality practices? A moderated mediated mechanism. Services Marketing Quarterly. Retrieved from https://doi.org/10.1080/15332969.2021.1997504 (Indexed in Scopus).
- Gurmeet, M., von der Heidt, T., Sorwar, G and Achchuthan, S (2021). What motivates young Indian consumers to buy organic food. Journal of International Consumer Marketing Retrieved from https://doi.org/10.1080/08961530.2021.2000919 (Endorsed by COPE and Indexed in Scopus and Emerging Sources Citation Index).
- Achchuthan, S., von der Heidt, T., Scherrer, P and Sorwar, G (2021). A consumer values-based approach to enhancing green consumption. Sustainable Production and Consumption, 28 (699-715) (Indexed in Scopus and Web of Science)
- Achchuthan, S., & Jebarajakirthy, C. (2017). An application of retailing service quality practices
influencing customer loyalty toward retailers. Marketing Intelligence & Planning. 35 (7), 842-
857. (Endorsed by COPE and Indexed in Scopus and Web of Science) - Jebarajakirthy, C., Thaichon, P., & Achchuthan, S. (2017). Promoting condom usage to male sex
workers in Thailand: development of a conceptual framework: social marketing perspective.
International Review on Public and Nonprofit Marketing, 14(4), 495-512. (Endorsed by COPE
and Indexed in Scopus and Emerging Sources Citation Index) - Achchuthan, S., & Velnampy, T. (2016). Enhancing purchase intentions towards sustainability:
The influence of Environmental Attitude, Perceived Consumer effectiveness, health consciousness
and social influence. Journal of Research for Consumers, 16 (30), 79- 105. (Endorsed by DOAJ
and Indexed in Emerging Sources Citation Index) - Sivathaasan, N., & Achchuthan, S. (2014). The Effect of Duality/Non-Duality of CEO, Board
Size, Meeting, Committee on Domestic Shareholdings: Empirical Evidence from Sri Lanka.Corporate Ownership & Control, 11(4), 321-337. (Endorsed by COPE and Indexed in Scopus)
Peer-reviewed Journals
- Achchuthan, S., Umanakenan, R., & Kajenthiran, K. (2017). Comprehensive model for
understanding and enhancing pro-environmental purchase behavior: Towards a conceptual
framework. Journal of Business Studies, 4(1), 1-24. (Published by University of Jaffna) - Kajenthiran, K., Karunanithy, M., & Achchuthan, S. (2016). Antecedents of youth’s intentions in
seeking microcredit: Evidence from Jaffna district, Sri Lanka. International Journal of Accounting
& Business Finance, 2(1), 78-99. (Published by University of Jaffna)
Conference Proceedings
- Achchuthan, S., Prahalathan, B., Umanakenan, R., Kajenthiran. K. (2021). Enhancing Behavioural Intention among Young Consumers to Choose Green Hotels: Evidence from a Frontier Market.10th International Conference on Management and Economics (ICME) 2021, University of Ruhuna, Sri Lanka (pp. 360-372).
- Sasiraj, S., Umanakenan, R., & Achchuthan, S. (2020). Knowledge sharing behaviour among Sri Lankan public University undergraduates: An application and extension of the theory of planned behaviour. 3rd Research Conference on Business Studies (RCBS), 2020, Vavuniya Campus, University of Jaffna.
- Achchuthan, S., von der Heidt, T., Sorwar, G and Scherrer, P. (2019). Consumers’ personal
values towards green consumption: A review, in JE Richard & D Kadirov (eds.), ANZMAC 2019:
Winds of Change, Victoria University of Wellington, New Zealand. - Achchuthan, S., von der Heidt, T., Sorwar, G and Scherrer, P. (2019). Green offering-related
consumption values: A review and research agenda, in JE Richard & D Kadirov (eds.), ANZMAC
2019: Winds of Change, Victoria University of Wellington, New Zealand. - Achchuthan, S. (2018). Antecedents and Consequences of Pro-Environmental Purchasing
Behaviour in the Developing Country (Sri Lankan) Context, in N Robertson & R Casidy (eds.),
ANZMAC Mid-Year Doctoral Colloquium, Department of Marketing, Deakin University,
Australia. - Achchuthan, S., Jebarajakirthy, C., Karunanithy, M and Kajenthiran, K. (2017). Comprehensive
moderated mediated mechanism for enhancing customer loyalty for supermarkets, in L Robinson,
L Brennan & M Reid (eds.), ANZMAC 2017: Marketing for Impact, RMIT University,
Melbourne, Australia. - Achchuthan, S., Jebarajakirthy, C., Karunanithy, M and Kajenthiran, K. (2016). Enhancing
customer loyalty to supermarkets through retailing service quality practices, In D Fortin &
L Ozanne (eds.), ANZMAC 2016: Marketing in the post-disciplinary era, University of
Canterbury, New Zealand. - Achchuthan, S., & Nimalathasan, B. (2013). Relationship between entrepreneurial motivation
and entrepreneurial intention: A case study of management undergraduates of the University of
Jaffna, Sri Lanka, In S Amaratunge & R Ajward (eds.), International Conference on Business
Management, Faculty of Management Studies and Commerce University of Sri Jayewardenepura,
Sri Lanka. - Achchuthan, S. & Nimalathasan, B. (2012). Entrepreneurial motivation and self-employment
intention: case study on management undergraduates of university of Jaffna, In CN
Wickramasinghe & WM madururupperuma (eds.), Serious in Management Business (Economics
and Entrepreneurship). University of Kelaniya, Sri Lanka.
Awards & Grands
Awards/Prizes
- Australian Government Research (PhD) Training Program Fee off-set scholarship (Mar 2018-Mar 2021)
- Australian Government Research (PhD) Training Program Stipend Scholarship (Mar 2018-Mar 2021)
- Outstanding Research presentation on ‘Psychological factors and green consumption’ at the 7th Annual PRAXIX Virtual Conference in October 2020, Southern Cross University, Australia.
- Researcher in the Field of Management & Commerce, Academic Excellence with High impact research In Universities, University Grants Commission, Sri Lanka, 2014.
- Outstanding Researcher in the field of Management, Sabaragamuwa University of Sri Lanka, 2013.
- Won the Mr Veluppillai Memorial Prize for having obtained first class in Degree of Bachelor of commerce, 2010, University of Jaffna, Sri Lanka.
- University Award for the best performance at the Fourth examination in commerce, 2010, University of Jaffna, Sri Lanka.
- University Award for the best performance at the Third examination in commerce, 2009, University of Jaffna, Sri Lanka.
- University Award for the best performance at the Second examination in commerce, 2008, University of Jaffna, Sri Lanka.
Research Grants
- Griffith Business School, Griffith University, Australia, 2020 – A research grant (AD $ 5000) for the project entitled “A meta-analytic model of green consumption” (Co-investigator)
- University Research and Publication Grant (LKR 100,000), University Grants Commissions (2017)
Travel Grants
- Southern Cross University – Graduate School Travel Grant (AD $ 1000) for ANZMAC-2019, Victoria University of Wellington, New Zealand, 2019
- Southern Cross University – School of Business and Tourism Travel Grant (AD $ 722) for ANZMAC-2019, Victoria University of Wellington, New Zealand, 2019
- Southern Cross University Travel Grant (AD $440) for ANZMAC mid-year doctoral colloquium, 2018, Deakin Graduate School, Australia, 2018
Activities
Ad-hoc reviewer
- Journal of Strategic Marketing (Endorsed by COPE and Indexed in Scopus)
- Journal of Retailing and Consumer Services (Endorsed by COPE and Indexed in Web of Science and Scopus)
- British Food Journal (Endorsed by COPE and Indexed in Web of Science and Scopus)
- International Journal of Emerging Markets (Endorsed by COPE and Indexed in Web of Science and Scopus)
- Asia Pacific Journal of Marketing and Logistics (Endorsed by COPE and Indexed in Scopus and
Web of Science) - Sustainable Production and Consumption (Endorsed by COPE and Indexed in Scopus and Web of
Science) - Journal of Food Products Marketing (Endorsed by COPE and Indexed in Scopus)
- International Journal of Nonprofit and Voluntary Sector Marketing (Endorsed by COPE and
Indexed in Scopus) - Journal of Business Studies (Published by the University of Jaffna)
- Australian and New Zealand Marketing Conference (Leading Asia-pacific Management
conference) - International Conference on Contemporary Management (Organised by the University of Jaffna)
- International Conference on Rural Development and Entrepreneurship (Organised by University Utara Malaysia)
Membership
- Member, The Council for Australasian Tourism and Hospitality Education (CAUTHE), Australia
since July 2019 - Member, International Society for Development and Sustainability (ISDS), Japan since 25th
March 2015 - Lifetime Member, Jaffna Science Association, University of Jaffna, Sri Lanka, Since 2012