Hi, I am Aprajita.

I am a doctoral candidate in the Marketing department (Consumer Behavior track) at the University of Texas, Austin. I am driven by the belief that marketing can be a force for good. In line with this, my research focuses primarily on environmental and consumer well-being. I aim to understand consumer decision-making processes and inferences regarding product disposal behaviors such as reuse and repair. My dissertation focuses “product perfectionism,” a novel construct that predicts important behaviors across acquisition, consumption, and disposal.

Before transitioning to academia, I worked at Procter and Gamble for 7 years after getting an MBA in Marketing and Finance at XLRI, Jamshedpur.

Research Interests: Sustainability, Product disposal, Repair and Reuse, Consumer well-being