Swagata Chakraborty Ph.D.

Merchandising and Digital Retailing

Assistant Professor

940-565-2436

Swagata.Chakraborty@unt.edu

About

Faculty info

Chakraborty, S. & Kwon, W-S. (2025). What triggers trust in CSR activities? Linkages between personal antecedents of CSR message believability and attitudes toward CSR message and the company. Society & Business Review
Chakraborty, S. & Chattaraman, V. (2025). Predicting self-transcendental and self-serving consumption through spirituality, self-concept clarity, and consumer values. Journal of Consumer Marketing.
Chakraborty, S. & Chattaraman, V. (2025). Consumer decoupling: linkages between social-environmental empathy, spirituality, mindful consumption, and subjective well-being. Family and Consumer Sciences Research Journal.
Rahman, M. & Chakraborty, S. (2025). “I know the brand is better than that”: Brand trust and consumer-brand identification evoking brand forgiveness after CSR-related wrongdoings. Social Responsibility Journal.
Chakraborty, S. & Sadachar, A. (2024). Applying reactance theory in exploring the relationship between the big 5 personality traits and shopping intentions post pandemic. International Journal of Fashion Design, Technology and Education.
Kim, H. & Chakraborty, S. (2023). Exploring the diffusion of digital fashion and influencers' social roles in the Metaverse: an analysis of Twitter hashtag networks. Internet Research, 34(1), 107-128.
Chakraborty, S. & Sadachar, A. (2023). Did morality help consumers protect others while shopping during pandemic? Family and Consumer Sciences Research Journal, 52(1), 19-37.
Chakraborty, S. & Sadachar, A. (2023). Spirituality bestowing self-transcendence amid COVID-19 through slow fashion. Journal of Global Fashion Marketing, 14(3), 350-368. [https://doi.org/10.1080/20932685.2023.2197920]
Chakraborty, S. & Sadachar, A. (2023). Did anything good come out of the pandemic? Covid-stress induced self-regulatory sustainable apparel consumption in the U.S. Sustainability, 15(9), 7356.
Chakraborty, S. & Sadachar, A. (2022). “Why should I buy sustainable apparel?” Impact of user-centric advertisement appeals on consumers’ emotional responses and sustainable apparel purchase intentions. Sustainability, 14(18), 11560.
Chakraborty, S. & Sadachar, A. (2022). Can a connection with the indigenous cultural values encourage sustainable apparel consumption? Journal of Fashion Marketing and Management, 27(1), 80-99. [10.1108/JFMM-07-2021-0191]
Chakraborty, S. & Sadachar, A. (2022). COVID-stress and compensatory consumption among the U.S. consumers. Journal of Marketing Management and Consumer Behavior, 4(2), 111-133.
Chakraborty, S. & Chattaraman, V. (2021). Acculturative stress and compensatory consumption through symbolic self-completion among first-generation Asian-Indian immigrants in the U.S. International Journal of Consumer Studies, 46(3), 831-849. [https://doi.org/10.1111/ijcs.12731]
Chakraborty, S. & Sadachar, A (2021). Predicting Indian consumers’ purchase intention from western apparel brands. Journal of Fashion Marketing and Management, 25(3), 407-429. [https://doi.org/10.1108/JFMM-02-2020-0017]
Khare, A., Sadachar, A., & Chakraborty, S. (2021) Influence of celebrities and online communities on Indian consumers' green clothing involvement and purchase behavior. Journal of Fashion Marketing and Management. [10.1108/JFMM-02-2021-0033]
Sadachar, A., Kseniya, K., & Chakraborty, S. (2021). The role of sustainable visual merchandising practices in predicting retail store loyalty. International Journal of Fashion Design, Technology and Education.
Chakraborty, S. (2015). Impact of art forms of Naga tribe with special emphasis on their costumes and jewelry on the contemporary fashion industry. Journal of the Indian Anthropological Society, 50(2/3), 175-192.

* Indicates student-led papers in thesis/PILOT projects/independent research

1. Chakraborty, S. (March 2025). Technology for visual communication in branding and marketing, Association of Collegiate Marketing Educators (ACME), 2025, Tulsa, Oklahoma. [Teaching Innovation Award Runner-up, by the Association of Collegiate Educators]

2. *Campuzano E., & Chakraborty, S. (March 2025). SustainTima: An information-based conversational AI agent for mitigating skepticism against sustainable fast fashion brands, Association of Collegiate Marketing Educators (ACME), 2025, Tulsa, Oklahoma.

3. Rahimzadeh, S., Zolfaghar, M., & Chakraborty, S. (March 2025). Unveiling the dynamics of perceived social commerce design efficacy and its influence on consumer repurchase intention, Association of Collegiate Marketing Educators (ACME), 2025, Tulsa, Oklahoma. [Distinguished Paper Award by the Federation of Business Disciplines and Best Paper in Track Award by the Association of Collegiate Marketing Educators]

4. Chakraborty, S. (March 2025). “The Indian in me will protect the environment in India”: Perceived self-efficacy and commitment to ethnic identity influencing slow fashion consumption in India. American Collegiate Retailing Association (ACRA), 2025, Columbia, SC.

5. Chakraborty, S. (March 2025). Mindfulness practices: Techniques to hone cerebral and soft skills in the academic setting. American Collegiate Retailing Association (ACRA), 2025, Columbia, SC. [Special Session]

6. Pookulangara, S., Slaton, K., Testa, D., & Chakraborty, S. (2024). Advanced digital technologies in the classroom: The advantages, disadvantages, and opportunities within AI, AR, and related technologies International Textile and Apparel Association (ITAA), 2024, Longbeach, California. [Special Session]

7. Chakraborty, S. (November 2024). I know what I have done, but I will make it right”: Guilt evoking place attachment and purchase intentions for sustainable apparel amongst the Indian consumers. International Textile and Apparel Association (ITAA), 2024, Longbeach, California.

8. Chakraborty, S. (November 2024). Merging social psychology with artificial intelligence in the curriculum to help students gain competitive advantage in the fashion retail industry.

International Textile and Apparel Association (ITAA), 2024, Longbeach, California. 1st Place Winner of the Nancy Rutherford Teaching Innovation]

9. Chakraborty, S. & Kwon, W-S. (April 2024). Do I believe their CSR activities? Antecedents of CSR Message Believability and Attitudes Toward CSR Message and The Company, Association of Collegiate Marketing Educators (ACME), 2024, Galveston, Texas [Distinguished Paper Award by the Federation of Business Disciplines; Best Paper in track award by the Association of Collegiate Educators]

10. Chakraborty, S. (April 2024). Building chatbots to enhance consumer experience, Association of Collegiate Marketing Educators (ACME), 2024, Galveston, Texas [Teaching Innovation Award, by the Association of Collegiate Educators]

11. Chakraborty, S. & Chattaraman, V. (April 2024). Simple Living High Thinking: The Role of Spirituality and Empathy in Influencing Mindful Consumption and Subjective Wellbeing, Association of Collegiate Marketing Educators (ACME), 2024, Galveston, Texas.

12. Chakraborty, S. & Chattaraman, V. (March 2024). Spirituality and self-concept clarity in encouraging mindful consumption and discouraging conspicuous consumption, American Collegiate Retailing Association (ACRA), 2024, Kalamazoo, MI [Best Paper Award Runner-Up]

13. Chakraborty, S. & Sadachar, A. (March 2023). “My morality do not allow me putting others at risk”: Moral obligation as a mediator between the big 5 personality traits and shopping destinations. Association of Collegiate Marketing Educators (ACME), 2023, Houston, Texas. [Best Paper in the Consumer Behavior Track.]

14. Chakraborty, S. & Sadachar, A. (November 2020). Impact of user-centric advertisement appeals on consumers’ emotional responses and sustainable apparel purchase intentions. International Textile and Apparel Association (ITAA), 2020, virtual platform.

15. Chakraborty, S. & Sadachar, A. (March 2020). Can a connection with the past save the future?

A conceptual model linking the role of indigenous cultural values with sustainable apparel consumption. American Collegiate Retailing Association (ACRA), 2020, New Orleans, Louisiana.

16. Chakraborty, S. & Sadachar, A. (October 2019). Investigating the role of western acculturation, ethnocentrism, and consumer cosmopolitanism in predicting preferences for apparel brands among Indian consumers. International Textile and Apparel Association (ITAA), 2019, Las Vegas, Nevada.

17. Chakraborty, S. & Sadachar, A. (February 2019). Is leaving India related to living India through apparel consumption? Southeastern Graduate Consortium, 2019, Knoxville, Tennessee.

* Indicates student-led papers in thesis/PILOT projects/independent research

Chakraborty, S. (November 2024). “I have memories with this place, I need to protect it”: The role of place attachment in influencing ethnocentrism and attitude toward slow fashion. International Textile and Apparel Association (ITAA), 2023, Longbeach, California.
*Rahman, M. & Chakraborty, S. (November 2024). Forgiving the brand after CSR wrongdoings: Exploring the dynamics between brand trust and consumer brand identification in attributing blames. International Textile and Apparel Association (ITAA), 2024, Longbeach, California.
Chakraborty, S. & Kwon, W-S. (November 2023). Are you supporting CSR because it’s important or because it’s cool? Influences of internal and external attributions on company believability and attitude. International Textile and Apparel Association (ITAA), 2023, Baltimore, Maryland.
Chakraborty, S. & Sadachar, A. (October 2022). Personality traits and consumption patterns amid COVID-19 pandemic. International Textile and Apparel Association (ITAA), 2022, Denver, Colorado.
Chakraborty, S. & Sadachar, A. (October 2022). Not everyone will experience the pandemic in the same way: The mediating role of Covid-stress in the relationship between the big 5 personality traits and shopping. International Textile and Apparel Association (ITAA), 2022, Denver, Colorado.
Chakraborty, S. & Sadachar, A. (October 2022). COVID-stress induced self-regulatory sustainable apparel consumption in the U.S. International Textile and Apparel Association (ITAA), 2022, Denver, Colorado.
Chakraborty, S. & Sadachar, A. (October 2022). God’s light bringing self-transcendence amid COVID-19: The mediating role of religious values in the relationship between covid-stress and the attitude toward slow fashion. International Textile and Apparel Association (ITAA), 2022, Denver, Colorado.
Chakraborty, S. & Sadachar, A. (November 2021). Compensatory consumption behavior as a coping strategy for COVID-Stress. International Textile and Apparel Association (ITAA), 2021, virtual platform.
Chakraborty, S. & Kwon, W-S. (November 2021). A conceptual model of antecedents to para- social presence of chatbots. International Textile and Apparel Association (ITAA), 2021, virtual platform.
Chakraborty, S. & Sadachar, A. (November 2021). Tell the consumers how sustainable apparel meets their needs and they will buy it! International Textile and Apparel Association (ITAA), 2021, virtual platform.
Hebert, P. R., Clare, G., Jackson, M. & Chakraborty, S. (2021). “NYC flagship stores’ lighting enhances shopping as a tourist and leisure activity: Student training utilizes an empirical study” Seventh International Conference on Tourism & Leisure Studies, June 27-28, 2021. Kerala, India. Online.
Chakraborty, S. & Sadachar, A. (November 2020). Can a connection with the past influence environmental concern and attitude toward slow fashion? International Textile and Apparel Association (ITAA), 2020, virtual platform.
Chakraborty, S. & Kwon, W-S. (November 2020). “That brand is so humane”: The influence of perceived human values on attitudes toward CSR PR messages and company, International Textile and Apparel Association (ITAA), 2020, virtual platform.
Chakraborty, S. & Chattaraman, V. (October 2019). A conceptual model linking acculturative stress to consumption for symbolic self-completion among first-generation immigrants in the U.S. International Textile and Apparel Association (ITAA), 2019, Las Vegas, Nevada.
Sadachar, A., Chakraborty, S., & Manchiraju, S., (October 2019). Emotional intelligence and other variables. What matters more in the context of environmentally responsible apparel consumption? International Textile and Apparel Association (ITAA), 2019, Las Vegas, Nevada.

Chakraborty, S. & Sadachar, A. (2023). Is sustainable apparel consumption a response to the COVID-19 pandemic in the U.S.? University Research Day Symposium, University of North Texas, Denton, Texas.
Chakraborty, S. & Kwon, W-S. (2020). The influence of perceived human values on attitudes toward CSR PR messages and company. Auburn Research Student Symposium, 2020, Auburn University, Auburn Alabama. [1st place in the university-wide poster competition in the Auburn University Research Symposium, 2020]
Chakraborty, S. & Sadachar, A. (2019). Investigating the role of western acculturation and consumer ethnocentrism in predicting apparel consumption behavior among Indian consumers. Graduate Student Research Symposium, 2019, Auburn University, Auburn, Alabama.
Chakraborty, S. & Sadachar, A. (2019). Investigating the role of western acculturation and consumer ethnocentrism in predicting apparel consumption behavior among Indian consumers. This is Research: Student Symposium, 2019, Auburn University, Auburn, Alabama.
Chakraborty, S. & Deb Roy, A. (2018). Neotifacts: An exploratory study of the cultural infusion in symbolic artifacts and its impact on fashion jewelry. Graduate Student Research Symposium, 2018, Auburn University, Auburn, Alabama.
Chakraborty, S. & Deb Roy, A. (2018). Neotifacts: An exploratory study of the cultural infusion in symbolic artifacts and its impact on fashion jewelry. This is Research: Student Symposium, 2018, Auburn University, Auburn, Alabama.

International level

3rd place winner in the 2025 Nancy Rutherford Teaching Innovation Award competition, International Textiles and Apparel Association. [$200]
Distinguished Paper Award at the Federation of Business Disciplines (FBD) Conference, Tulsa, Oklahoma, 2025.
Best Paper in Track Award (Social Media, Mobile Marketing, & Digital Marketing Track) at the Association of Collegiate Marketing Educators (ACME) Conference, Tulsa, Oklahoma, 2025.
Teaching Innovation Award, Runner-Up, 2025, Association of Collegiate Marketing Educators (ACME).
1st place winner in the 2024 Nancy Rutherford Teaching Innovation Award competition, International Textiles and Apparel Association. [$500]
Best Paper Award, Runner-Up at the American Collegiate Retailing Association (ACRA) Conference, Kalamazoo, Michigan, 2024 [$200].
Distinguished Paper Award at the Federation of Business Disciplines (FBD) Conference, Galveston, Texas, 2024.
Distinguished Paper Award at the Association of Collegiate Marketing Educators (ACME) Conference, Galveston, Texas, 2024.
Teaching Innovation Award, 2024, Association of Collegiate Marketing Educators (ACME). [$400]
Best Paper in Track Award (Consumer Behavior Track) at the Association of Collegiate Marketing Educators (ACME) Conference, Houston, Texas, 2023.
Sara Douglas Fellowship for Professional Promise: Doctoral Student in 2020 ($500), International Textile and Apparel Association.

National level

Omicron Nu Fellowship, 2020 ($2,000), Kappa Omicron Nu National Honor Society.

University level

Nominated for DSI CLEAR Outstanding Online Teacher and Course Award ($1,500), University of North Texas, 2022.
Faculty First Flight Award for Professional Development ($500), University of North Texas, 2023
Distinguished Dissertation Award ($500), Auburn University, 2022
Nominated for Outstanding Doctoral Student, 2021
Graduate Student Assistantship Tuition fellowship, 2017-2021, Auburn University.
1st place for a poster presentation in the Auburn Research Student Symposium, 2020, under the University-Wide Graduate Student Winners’ section. ($500)

College level

Faculty Mentorship Excellence Award, College of Merchandising, Hospitality, and Tourism, 2025.
Creative Artificial Intelligence (AI) in the Classroom Award, College of Merchandising, Hospitality, and Tourism, University of North Texas, 2023 ($500).
Big Ideas Project Award [Team Leader], College of Merchandising, Hospitality, and Tourism, University of North Texas, 2022 ($1600).
Kappa Omicron Nu Scholar Award, 2020-21 ($250).
Women’s Philanthropy Board Annual Scholarship, 2019 ($2,800), College of Human Sciences, Auburn University.
Best Commercial Collection in the annual exhibition, Explodia of International Institute of Fashion Design, 2012.
Best Accessories in the annual exhibition, Explodia of International Institute of Fashion Design, 2012.

Chakraborty, S. (2024). Honors College Faculty Mentoring Grant, University of North Texas, 2024 ($500) [Funded] P.I.
Chakraborty, S. (2024). Mentoring Grant, Faculty Success, University of North Texas, 2024 ($1000) [Funded] P.I.
Park, S. & Chakraborty, S. (2024). Towards environmental justice: The impact of social class on sustainable consumption, Center for Consumer Insights (CCII), University of North Texas ($2500) [Funded]. Co-PI
Chakraborty, S. (2023). Leadership Development Fund, Texas Women Higher Education, 2023 ($500) [Funded] P.I.
Chakraborty, S. (2023). Ruth R. Hawthorne Early Career Research Grant, Kappa Omicron Nu National Honor Society, 2023 ($2000) [Funded] P.I.
Chakraborty, S. (2022). Global Venture Funds ($3000), University of North Texas [Funded]. P.I.
Carter, H. C., Moore L., Herbert, L., Mandal, S., Boorady, L., & Chakraborty, S. (2022). Living well through cotton, Cotton Incorporated ($29,930) [Funded] Co-P.I.
Chakraborty, S. (2020). Graduate Student Research Grant, Office of Sustainability, Auburn University, 2020 ($500) [Funded] P.I.
Chakraborty, S. (2020). Associate Dean’s Dissertation Support, College of Human Sciences, 2020 ($500) [Funded] P.I.

Chakraborty, S. (2024). Leveraging Artificial Intelligence, Graphic Design, and Data Analytics to Improve Knowledge about Cotton Among Emerging Professionals, Cotton Incorporated ($27,578) [Not funded] P.I.
Sadachar, A. & Chakraborty, S. (2023). “Leveraging emotional intelligence to bridge the attitude-behavior gap in ethical apparel consumption.” Russell Sage Foundation, $49,500. [Not funded] Co- P.I.
Poppelwell, S., Okronipa, H., Chakraborty, S., & Otto, C. (2021). College of Education and Human Sciences global engagement and welcome center, College of Education and Human Sciences Dean’s Excellence Fund ($10,000) [Not Funded] Co-P.I.