Prof. S. Achchuthan
B.Com (UoJ), MPhil (UoJ),
PhD (SCU, Australia)
Head of the Department
Professor in Commerce 
achchu@univ.jfn.ac.lk
Research Interests:
Consumer behaviour
Circular Economy and Sustainability
Entrepreneurship & Innovation
Academic Profile
Teaching
Admin Roles
Research & Publications
Awards & Grants
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
- Member of the Resource Panel for the workshop on “Stakeholder Analysis and Curriculum Development”, National Institute of Education, Sri Lanka
- Contribution as a member of the resource panel to perform the stakeholder analysis, including report writing, for the development of Master degree programs at National Institute of Education, Sri Lanka
- Development of Guideline for the Action Research for the Master of Education, National Institute of Education, Sri Lanka
- Resource Person for the webinar on the application of Fuzzy set Qualitative Comparative Analysis in Social Science Research, Organised by National Centre for Advanced Studies in Humanities & Social Sciences (NCAS), Sri Lanka
- Resource person for the workshop on Business Improvisation and Co-operative sector development for the General Managers, Co-operative sector, Northern Province, Organised by Northern Province Co-operative Training Institute, Sri Lanka
- Resource person for the workshop on Capacity Building to the Co-operative Staff and Co-operative sector development for the General Managers, Co-operative sector, Northern Province, Organised by Northern Province Co-operative Training Institute, Sri Lanka
- Resource person for the workshop on Marketing for Co-operative sector development, Organised by Department of Co-operative Development, Northern Provincial Council, Sri Lanka
- 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
- Haroon, M., Jebarajakirthy, C., Achchuthan, S & Ross, M. (2024) Understanding Smartphone Users’ App Usage with restricted permissions. Information Technology & People. https://doi.org/10.1108/ITP-03-2022-0200
- Jebarajakirthy, C., Achchuthan, S., Das, M., Deepak, S., Haroon., Strong, C. & Ashaduzzaman, M.D. (2024). A meta-analytic integration of the Theory of Planned Behaviour and the Value-Belief-Norm model to predict green consumption. European Journal of Marketing, 58 (4), 1141- 1174.
- Matharu, G. K., von der Heidt, T., Sorwar, G., & Achchuthan, S. (2024). The moderating role of Hofstede’s cultural dimensions on consumer purchasing of organic food. Journal of international consumer marketing, 36(1), 21-40.
- Konalingam, K., Achchuthan, S., Ratnam, U.and Sivapiragasam, S. (2023), Consumer attributions for corporate social responsibility: causes and consequences, Society and Business Review. 18 (2), 321-344.
- 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, 68, 103023.
- Palas, J. U., Sorwar, G., Hoque, M. R., & Achchuthan, S. (2022). Factors influencing the elderly’s adoption of mHealth: an empirical study using extended UTAUT2 model. BMC Medical Informatics and Decision Making, 22(1), 1-21.
- Shankar, A., Jebarajakirthy, C., Nayal, P., Maseeh, H. I., Kumar, A., & Achchuthan, S. (2022). Online food delivery: A systematic synthesis of literature and a framework development. International Journal of Hospitality Management, 104, 103240.
- Achchuthan, S., Shankar, A., Das, M. & Konalingam, K. (2022). How to Enhance Customer Loyalty to Retail Stores via Retail Service Quality Practices? A Moderated Mediated Mechanism, Services Marketing Quarterly, 43 (4), 445-465.
- Achchuthan, S., von der Heidt, T., Scherrer, P., & Sorwar, G. (2021). A consumer values-based approach to enhancing green consumption. Sustainable Production and Consumption, 28, 699-715.
- Matharu, G. K., von der Heidt, T., Sorwar, G., & Achchuthan, S. (2022). What motivates young Indian consumers to buy organic food? Journal of International Consumer Marketing, 34(5), 497-516.
- Achchuthan, S., & Jebarajakirthy, C. (2017). An application of retailing service quality practices influencing customer loyalty toward retailers. Marketing Intelligence & Planning, 35(7), 842-857.
- Jebarajakirthy, C., Thaichon, P., & Achchuthan, S. (2017). Promoting condom usage to male sex workers in Thailand: a development of a conceptual framework: social marketing perspective. International Review on Public and Nonprofit Marketing, 14, 495-512.
- Achchuthan, S., & Thirunavukkarasu, V. (2016). Enhancing purchase intentions towards sustainability: The influence of Environmental Attitude, Perceived Consumer effectiveness, health consciousness and social influence. Health Consciousness and Social Influence. Journal of Research for Consumers, 30, 79-105.
- Nadarajah, S., & 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.
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
- Umanakenan, R., Sabina, D., Achchuthan, S & Kajenthiran, K., (2022). Antecedents and Consequences of Green Skepticism: Evidence from a Frontier Market. 19th International Conference on Business Management (ICBM), 2022, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, 232 – 255.
- 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 & Grants
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