Jayesh D. Patel, PhD is a Professor at Ganpat University-V. M. Patel Institute of Management, Gujarat, India. His doctoral work focuses on green marketing. He is a recipient of President Award for Staff Excellence for Research category- 2018 and Teaching & Learning category −2019 by Ganpat University. His co-authored paper was awarded “Journal of Service Management- 2015 Highly Commended Award” by Emerald Litereti Network, and also got “Best Research Paper Award” in the “8th IEF” at MICA, Ahmedabad. He loves to teach marketing communication, business research methodology, consumer behaviour. His research interests are focused on green marketing, consumer behaviour, sustainability and advertising. He regularly publishes his research work in the reputed marketing journals and serves as an ad-hoc reviewer for many leading marketing journals. Five of his cases have also been accepted in The Case Centre (formerly known as European Case Clearing House- ECCH).