Dr. Shipra Gupta

Assistant Professor, Business Administration

Ph.D., University of Nebraska-Lincoln

Recent Courses:

  • MKT 430/BUS 430 – International Marketing
  • MKT 432 – Research Methods for Marketing
  • MKT 430/BUS 430 – Retailing and Merchandising

Dr. Gupa’s research best aligns with the scholarship of discovery, as her research focuses broadly on the development of new knowledge within the areas of consumer behavior, sustainable consumption, and retail management. There are two main research streams that her work focuses on (a) understanding psychological behavior of consumers under the conditions of scarcity and (b) examining issues of sustainability, specifically in the fashion industry.


Gupta, S. and J. W. Gentry (2016), “The Behavioral Responses to Perceived Scarcity – The Case of Fast Fashion,” The International Review of Retail, Distribution and Consumer Research, 26(3), 260-271

Ozanne, L., M. Phipps, T. Weaver, J. Catlin, M. Carrington, S. Gupta, M. Luchs, N. Santos, K. Scott, and J. William (forthcoming), “Beyond the Triple Bottom Line: Towards a more Comprehensive Understanding of Sustainability-Related Trade-offs, Opportunities, and Policy Implications,” Journal of Public Policy and Marketing

Cho, E., S. Gupta, and Y. K. Kim (2015), “Style Consumption: Its Drivers and Role in Sustainable Apparel Consumption,” International Journal of Consumer Studies

Gupta, S. and J. W. Gentry (2015), “Evaluating Fast Fashion: Examining its Micro and the Macro Perspective,” Retail 4.0: Retailing in the New Millennium

Gupta, S. and N. J. Miller (2009), “U.S. Consumers’ Perceptions to Garments Culturally Inspired by Indonesia,” Journal of Global Fashion Marketing, 1(2), 80-88

Gupta, S. (2012), “The Psychological Effects of Perceived Scarcity in the Retail Setting and its Impact on Consumers’ Buying Behavior,” Dr. Robert Mittelstaedt Doctoral Symposium, Vol. 21.

E-mail: shipra.gupta@uis.edu
Phone: (217) 206-7926
Office: UHB – 4048