Hajee Mohammad Danesh Science and Technology University, Dinajpur-5200

Hajee Mohammad Danesh Science and Technology University, Dinajpur-5200

Thakurgaon Govt. College, Thakurgaon

Vaularhat High School, Thakurgaon

November 16, 2024 to Present

November 16, 2022 to November 15, 2024

April 01, 2021 to November 15, 2022

June 17, 2020 to March 31, 2021

August 04, 2018 to June 16, 2020

Babu, M. A., Rouf, M. A., Islam, M. R., & Islam, M. (2026). Examining the impact of green marketing practices on business performance: A synergistic application of resource-based view and triple bottom line theory. PLoS One, 21(1), e0333026. [Cite Score: 4.7 (2024), IF: 2.9; Indexing: Scopus (Q1), SCIE (WoS); Publisher: Public Library of Science; Country: United States]

Babu, M. A., Rouf, M. A., Siddique, M. A., Islam, M. R., & Hasan, M. M. (2026). Brand Credibility and Consumer Behaviour in the Sustainability Transition: Mediating Effects of Health and Environmental Motivation. Global Business Review, 09721509261437971.  [Cite Score: 12.4 (2025), IF: 1.9; Indexing: Scopus (Q2), ESCI (Web of Science); ABDC (B), ABS (1); Publisher: SAGE Publications; Country: India]

Babu, M. A., Sarker, N. H., & Setu, A. S. (2026). Preserving tradition in a modern market: role of the 4Ps in driving buying behavior toward handloom and artisanal textiles. Research Journal of Textile and Apparel, 1-19. [Cite Score: 4.8 (2025), IF: 1.9; Indexing: Scopus (Q2), ESCI (Web of Science), INSPEC; Publisher: Emerald Publishing Limited; Country: United Kingdom ]

Babu, M. A. (2026). Determinants of biodegradable leather adoption in Bangladesh’s tannery industry: a diffusion of innovation and theory of planned behavior perspective on employee perceptions and sustainable development. Quality & Quantity, 1-30. [Cite Score: 7.4 (2025); Indexing: Scopus (Q1), ABDC (B), Scimago (SJR); Publisher: Springer Nature; Country: Netherlands]

Jiang, R., Rabbi, M. F., Babu, M. A., Hossain, M. A., & Khan, M. I. (2026). National Interest versus Global Brands: The Impact of Tariff on Brand Switching Behavior. Sage Open, 16(1), 21582440261425093. [Cite Score: 3.4 (2025), IF: 2.0; Indexing: Scopus (Q1), SSCI (Web of Science); Publisher: SAGE Publications; Country: United States]

Rouf, M. A., Babu, M. A., Islam, M. R., & Uddin, M. J. (2026). Influence Leads Intention: How Micro-Celebrity Endorsements and Care Motivations Drive Sustainable Consumption. Cleaner and Responsible Consumption, 100394. [Cite Score: 8.1 (2025), IF: 5.3; Indexing: Scopus (Q1), ESCI (Web of Science); Publisher: Elsevier; Country: United Kingdom]

Babu, M. A., Rouf, M. A., Siddique, M. A., Shakib, M. S., & Yasmin, F. (2026). Fear of missing out (FOMO) in flash sales contexts: determinants of purchase intention. Quality & Quantity, 1-25. [Cite Score: 7.4 (2025); Indexing: Scopus (Q1), ABDC (B), Scimago (SJR); Publisher: Springer Nature; Country: Netherlands]

Babu, M. A., Urmi, H. A., Tofayel, A. H., Sabuj, M. M. I., & Alam, M. T. U. (2025). The impact of influencer marketing in the tourism industry: A digital marketing perspective. PloS one, 20(12), e0338423.  [Cite Score: 5.4 (2024), IF: 2.9; Indexing: Scopus (Q1), SCIE (WoS); Publisher: Public Library of Science; Country: United States]

Uddin, M. M., Khan, M. M. I., Islam, T., & Babu, M. A. (2025). From Waste to Worth: How Environmental Accounting Translates Sustainability Practices into Organizational Value. Cleaner Waste Systems, 100456.  [Cite Score: 5.5 (2024); IF: 3.9; Indexing: Scopus (Q2), ESCI (WoS); Publisher: Elsevier; Country: Netherlands]

Islam, R., Uddin, M. M., Islam, R., Khan, M. S., Sarkar, N. K., & Babu, M. A. (2025). Impact of Climate Change and Climate Hazzards on Individual Livelihood Vulnerability: Can Climate Finance-backed Initiatives Be a Solution?. International Journal of Energy Economics and Policy, 15(6), 548-561.   [Cite Score: 3.4 (2024); Indexing: Scopus (Q2),  ABDC(C); Publisher: EconJournals; Country: Turkey]

Babu, M. A., Alam, M. T. U., Jaman, S. M. S., & Islam, M. R. (2025). Understanding the psychology behind the boycott of Israeli-affiliated brands: A TPB-based study in Bangladesh. Acta Psychologica, 260, 105572. [Cite Score: 3.3 (2024); IF: 2.7; Indexing: Scopus (Q1), SSCI (Web of Science), ABDC(A); Publisher: Elsevier; Country: Netherlands]

Babu, M. A. (2025). Beyond Taste: Unpacking the Drivers of Plant-Based Diet Adoption. Food and Humanity, 5, 100779. [Cite Score: 1.7 (2024); Indexing: Scopus (Q2), ESCI (Web of Science); Publisher: Elsevier; Country: Netherlands]

Rouf, M. A., Babu, M. A., Yusuf, K. M., Begum, H., Islam, M. R., & Islam, M. (2025). Ethical consumption through reverse supply chain: Exploring product’s nature as a mediator in the FMCG industry. Journal of Open Innovation: Technology, Market, and Complexity, 11(3), 100608. [Cite Score: 14.0 (2024); Indexing: Scopus (Q1); Publisher: Elsevier; Country: Switzerland]

Mim, M. S., Babu, M. A., Uddin, M. J., & Rouf, M. A. (2025). Price hike of grocery items in Bangladesh: examining the influential factors and how it affects purchase intention. Journal of Revenue and Pricing Management, 1-16. [Cite score: 3.4; IF: 1.5; Indexing: Scopus (Q3); ESCI (Web of Science); ABDC(B); ABS(1); Publisher: Springer Nature; Country: United Kingdom]

Hossain, M. S., Islam, T., Babu, M. A., Moon, M., Mim, M., Alam, M. T. U., Bhattacharjee, A., Sultana, M. S., & Akter, M. M. (2025). The Influence of Celebrity Credibility, Attractiveness, and Social Media Influence on Trustworthiness, Perceived Quality, and Purchase Intention for Natural Beauty Care Products. Cleaner and Responsible Consumption, 100277. [Cite Score: 7.9 (2024), IF: 3.7; Indexing: Scopus (Q1), ESCI (Web of Science); Publisher: Elsevier; Country: United Kingdom]

Rouf, M. A., Babu, M. A., Siddikee, M. J. A., Islam, M. R., Afrin, M., Hasan, M. M., & Jaman, S. M. S. (2025). The careful consumer: effects of altruistic and egoistic motivation on the purchase intention of green products. Quality & Quantity, 1-23. [Cite Score: 6.6 (2024); Indexing: Scopus (Q1), ABDC (B), Scimago (SJR); Publisher: Springer Nature; Country: Netherlands]

Babu, M. A., Jaman, S. M. S., Rini, M. G. A., & Hossain, M. A. (2025). Exploring the Influence of Facebook Reels on Consumer Brand Attitude and Purchase Intentions. Marketing, 56(1), 19-34. [CEON WoS IF2: 0.171; Indexing: SCIndeks, DOAJ; Publisher:  Serbian Marketing Association, Belgrade; Country: Serbia]

Jaman, S. M. S., Fatema, M. R., Imran, K., Eni, L. N., Aktar, M. S., Babu, M. A., & Rouf, M. A. (2025). The Transmission Medium of Rumors, and How Does it Affect Stockpiling and Price Hikes for Consumer Goods. International Review of Management and Marketing, 15(2), 123-131. [Cite Score: 0.3; Indexing: Scopus(Q3); Publisher: EconJournals; Country: Turkey]

Babu, M. A., Lina, F. T., Ejaz, S., Islam, M. R., Hassan, M. K., Hossain, M. B., & Ejaz, F. (2025). A Firm’s Market Performance: How does Sustainability Practice Influence it? Economics-Innovative and Economics Research Journal, 13(1). [Cite Score: 4.1 (2024); Indexing: Scopus (Q2); Publisher: Walter de Gruyter; Country: Poland]

Hossain, M. S., Babu, M. A., & Yusuf, K. M. (2024). Exploring Emotional Dynamics: Word Count Effects in Facebook Posts by Sports Shoe Brands. Heliyon, e39808. [Cite Score: 4.1 (2024); IF: 3.6; Indexing: Scopus (Q1); SCIE (Web of Science); Publisher: Elsevier (Cell Press); Country: United Kingdom]

Babu, M. A., Yusuf, K. M., Eni, L. N., Jaman, S. M. S., & Sharmin, M. R. (2024). ChatGPT and generation ‘Z’: A study on the usage rates of ChatGPT. Social Sciences & Humanities Open, 10, 101163. [Cite Score: 4.3 (2024); Indexing: Scopus (Q1); Publisher: Elsevier; Country: United Kingdom]

Babu, M. A., Ejaz, F., Nasir, A., Jaman, S. M. S., Fodor, Z. J., & Hossain, M. B. (2024). The behavior of students in relation to green marketing as green consumers: A reasoned action approach (RAA). Journal of Infrastructure, Policy and Development, 8(4). [IF: 0.7; Cite Score: 1.0 (2023); Indexing: Scopus (Q2), ESCI (WoS); Publisher: EnPress; Country: United States]

Rouf, M. A., Begum, H., & Babu, M. A. (2024). Customer Trust and Satisfaction: Insights from Mobile Banking Sector in Bangladesh. International Journal of Science and Business, 34(1), 117-131.

Rouf, M. A., & Babu, M. A. (2023). User's Adoption of Mobile Financial Service (MFS): An Application of the Structural Equation Model (SEM). Scope, 13(2), 539-551.

Begum, H., Mehtaj, M., Babu, M. A., & Khatun, M. S. (2023). Determinants of Employee Job Satisfaction: An Empirical Analysis of the Banking Sector in Bangladesh. International Journal of Science and Business, 25(1), 229-244.

Jaman, S. M. S., Babu, M. A., Uddin, M. J., Sharmin, M., & Zabin, S. (2023). Influential Factors that Affect Farmers' Intention toward Farming. Asian Journal of Agricultural Extension, Economics & Sociology, 41(10), 648-658.

Rouf, M. A., Babu, M. A., Khatun, M. A., Rasel, M., & Kumar, A. (2019). Measuring Customer’s Satisfaction Level and Service Gap Between bKash and Rocket in Bangladesh.'. American journal of marketing research, 5(2), 29-35.

Jaman, S. M. S., Roy, B., Rouf, M. A., Babu, M. A., Islam, M. S. S., & Ahmed, M. S. (2020). Measuring the Impact of Foreign Direct Investment (FDI) on Gross Domestic Product (GDP) of Bangladesh.  International Journal of Economics and Business Administration, 6(4), 163-168.

Rouf, M. A., Uddin, M. K., Uddin, M. M., & Babu, M. A. (2018). Customers Attitude toward hygienic Products based on its price. IOSR J. Bus. Manag, 20(4), 18-21.

Hassan, M. K., Jaman, S., Amin, M. R., & Babu, M. A. (2018). Factors influencing the Entrepreneurial Intention of Graduate and Non-Graduate Students in Bangladesh. International Journal of Science and Business, 2(2), 282-293.

Babu, M. A., Sabuj, M. M. I., Hossain, M. A., & Khatun, M. A. (2018). Measuring Customers’ Satisfaction Level towards the Existing Attributes of Refrigerator in Bangladesh. A Comparative Study between Walton Brand and Jamuna Brand. IOSR Journal of Business and Management (IOSR-JBM), 20(1), 42-48.

Rouf, M. A., Babu, M. A., Jaman, S. M. S., & Alam, M. T. U. (2025). User Experience as a Moderator: Exploring Behavioral Intention and Usage of Mobile Financial Services in Bangladesh. International Conference on Business & Technology in the 21st Century.

Uddin, M. M., Khan, M. M. I., Islam, M. T., & Babu, M. A. (2025). Unveiling The Link of Solid Waste, Wastewater Management, Energy Consumption, Emissions, And Performance Monitoring with Environmental Reporting towards Organizational Goodwill, Reputation, And Financial Performance.  International Conference on Business & Technology in the 21st Century.

Babu, M. A., Rouf, M. A., Islam, M. R., Hasan, M. H., Siddique, M. A. (2025). The Role of Brand Credibility in Shaping Green Purchase Intentions: Examining the Mediating Effects of Sustainability and Health Motivation. 3rd International Conference On “Building Inclusive Futures: Society, Development and Governance in the 21st Century”, Faculty of Social Sciences, Rajshahi University, Rajshahi-6205, Bangladesh.

Jaman, S. M. S., Uddin, M. J., Babu, M. A., Rahman, M. R. (2025). Impact of Social Media on Mental Health: A Study on Facebook Users. 3rd International Conference On “Building Inclusive Futures: Society, Development and Governance in the 21st Century”, Faculty of Social Sciences, Rajshahi University, Rajshahi-6205, Bangladesh.

Rouf, M. A., Babu, M. A., Jaman, S. M. S. Islam, M. R., & Alam, M. T. U. (2025). Investigating Consumer Perceptions and Trust in Blockchain-Enabled Transparency Combined with AI Insights into the True Environmental Impact of Green Products. 1st International Conference on Social Sciences (ICSS-2025), Faculty of Social Sciences, Begum Rokeya University, Rangpur, Bangladesh.

Babu, M. A., Rouf, M. A., Islam, M. R., & Islam, M. (2025). Impact of Green Marketing Practice on Business Performance. 10th International INSEARCH Conference on Governance in Society, Business and Environment. Bangladesh Academy for Rural Development (BARD), Cumilla, Bangladesh.

Funded by: Faculty of Business Studies, Hajee Mohammad Danesh Science and Technology University, Dinajpur-5200.

Funded by: IRT, HSTU, Dinajpur-5200; FY: 2025-26; [Grant No. HSTU/IRT/5159] [Grants: BDT: 85,000]

Position: Principal Investigator

Description: The leather industry is a big part of the economy, but it also pollutes the environment. To meet global environmental standards and reach Sustainable Development Goal 12, which stresses Responsible Consumption and Production, we need to use more eco-friendly options like biodegradable leather. This study examines the key reasons behind the usage of biodegradable leather in Bangladesh's tannery industry, focusing on the perspectives of tannery workers. Using the Diffusion of Innovation (DOI) theory, this study will examine how employees' perceptions of various innovation traits, including environmental benefits, relative advantages, compatibility, complexity, trialability, and observability, influence their willingness to adopt sustainable practices. It will also examine the impact of government support (moderating variable), including policies, training, and incentives, on the relationship between the desire to adopt sustainable behaviors and the actual outcomes of doing so. Data will be collected from 300 respondents using a structured questionnaire and utilizing SPSS version 25 and AMOS version 24 to analyze quantitative data by employing a structured equation model (SEM). The results will give politicians, business leaders, and environmentalists useful information that will help them promote ecologically friendly leather production in Bangladesh.

Funded by: IRT, HSTU, Dinajpur-5200; FY: 2024-25; [Grant No. HSTU/IRT/4697] [Grants: BDT: 1,44,000]

Position: Principal Investigator

Description: The objective of the study is to examine the direct and indirect impacts of green products on both environmental sustainability and user satisfaction, with green consumption behavior serving as a mediating factor. Every division in Bangladesh will participate in data collection process. Data will be collected from 320 respondents and the structural equation model (SEM) will be applied. The data will be analyzed and the hypothesis tested using SPSS Version 25 and Smart PLS Version 4.0.1.0. The project will have a distinct conclusion based on the study's findings. The anticipated result is green product has both direct and indirect effect on both environmental sustainability and user satisfaction. Future study directions may include including various constructs and measures of manufacturers' perspectives on producing environmentally friendly products.

Funded by: IRT, HSTU, Dinajpur-5200; FY: 2023-24; [Grant No. HSTU/IRT/4298] [Grants: BDT: 1,10,000]

Position: Co-Principal Investigator

Description: The recent price spike in consumer goods in Bangladesh has hit the country's poor and middle class particularly hard. There could be a number of factors at play here, one of which is rumor. All around Bangladesh, prices have risen dramatically. The effects of commodity stockpiling and commodity prices vary depending on the circumstances. The research is progressing toward identifying the causes of price increases in situations where stockpiling is a concern. Stockpiling occurs when rumors spread, and rumors spread either through social media or WoM, or both. Primary and secondary sources are used in the analysis and 400 participants will be surveyed using a convenience sample method. The study will collect the necessary secondary data for the last 22 years (2001-2022) from worlddata.info, which has been online for the past 35 years. Multiple-choice and numeric rating scales will be included in the questionnaire's design. SPSS 25 and Amos 24 will be used to analyze the data. If information comes from a trustworthy source, the general public will have the clarity they need to trust it. The government can take preventative measures to curb speculation, hoarding, and price increases. Price stability that benefits the general public, the economy, and Bangladesh is an absolute necessity.

URL: https://www.facebook.com/mdasaduzzaman.babu.98

URL: https://scholar.google.com/citations?user=MXMmWoQAAAAJ&hl=en

URL: https://independent.academia.edu/AsaduzzamanBabu

URL: https://www.researchgate.net/profile/Md-Babu-2

URL: https://www.linkedin.com/in/md-asaduzzaman-babu-92a86612a/

URL: https://join.skype.com/invite/w2DvxJoJfCDK

URL: https://twitter.com/asadbabuhstu