Dr. Shipra Gupta

Associate Professor, Business Administration

Ph.D., University of Nebraska-Lincoln

Recent Courses:

  • BUS 312 – Principles of Marketing
  • MKT 438 – International Marketing
  • MKT 432 – Research Methods for Marketing
  • MKT 439 – Retail Management

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. W. Gwozdz, and J.W. Gentry (2019), “The role of style versus fashion orientation on sustainable apparel consumption,” Journal of Macro Marketing

Merve Coskun, S. Gupta, and S. Burnaz (forthcoming), “Human Crowding and Store Messiness: Drivers of Retail Shopper Confusion,” Journal of Consumer Behavior

Gupta, S. and J. W. Gentry (2019), “Should I Buy, Hoard, or Hide? – Consumers’ Responses to Perceived Scarcity,” International Review of Retail, Distribution and Consumer Research

Onel, N., A. Mukherjee, N. B. Kreidler, E. M. Díaz, P. Furchheim, S. Gupta, J. Keech, M. R. Murdock, and Q. Wang (2018), “Tell Me Your Story and I Will Tell You Who You Are: Persona Perspective in     Sustainable Consumption,” Psychology & Marketing

Ozanne, L., M. Phipps, T. Weaver, J. Catlin, M. Carrington, S. Gupta, M. Luchs, N. Santos, K. Scott, and J. William           (2016), “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, 35(2), 249-261

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

Gupta, S. and J. W. Gentry (2016), “Construction of Gender Roles in Perceived Scarce Environments – Maintaining     Masculinity when Shopping for Fast Fashion Apparel,” Journal of Consumer Behavior, 15, 251-260

Cho, E., S. Gupta, and Y. K. Kim (2015), “Style Consumption: Its Drivers and Role in Sustainable Apparel Consumption,” International Journal of Consumer Studies, 39 (6), 661-669

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. and J. W. Gentry (2018), Evaluating Fast Fashion: Examining its Micro and the Macro Perspective, Eco-Friendly and Fair: Fast Fashion and Consumer Behavior, pp 33-42, Routledge Publications.

Gupta, S. (2018), Retail Anthropology, Teaching Fashion Studies, pp 77-82, Bloomsbury Publications.


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