Dr Punitha Sinnappan

Dr Punitha Sinnappan

  • Senior Lecturer
  • Programme Leader - BSc (Hons) Business Studies
Department of Marketing Strategy & Innovation
  • ºìÐÓÊÓƵ Business School
SDGs Focus

Biography

Dr Punitha Sinnappan has been an academic since 2011, with extensive experience teaching a range of business courses at both undergraduate and postgraduate levels. She earned her Ph.D. in Tourism from Universiti Putra Malaysia in 2017, following a Master’s degree in Business Administration (Marketing) from the same university, which she completed in 2011 with first-class honours. Her academic journey began with a Bachelor’s degree in Business Administration (Marketing) from Universiti Tenaga Nasional, where she also graduated with first-class honours in 2008.

Currently, Punitha serves as an academician at the ºìÐÓÊÓƵ Business School, ºìÐÓÊÓƵ University, Malaysia. In addition to her teaching responsibilities, she holds a leadership position as the Programme Leader. Her areas of expertise and research interests encompass marketing, consumer behaviour, tourism, hospitality, and sustainability.

With a multidisciplinary background, Punitha is actively involved in the academic community—sharing knowledge, conducting impactful research, and contributing to the advancement of her fields of interest. Her passion for the environment and her deep concern for nature drive her to actively seek out community projects aimed at preserving and protecting the environment. She remains committed to initiatives that promote sustainability and enhance the well-being of the natural environment. 

Academic & Professional Qualifications

  • PhD in Tourism, Universiti Putra Malaysia, 2017
  • MBA in Marketing, Universiti Putra Malaysia, 2011
  • BBA (Hons.) in Marketing, Universiti Tenaga Nasional, 2008

Research Interests

  • Marketing
  • Sustainability
  • Consumer behaviour
  • Hospitality
  • Tourism

Teaching Areas

  • Marketing

Courses Taught

  • International Marketing
  • Retail Marketing

Notable Publications

  1. Idris, I., Sinnappan, P., & Hamzah, N. (2025). Unveiling the acceptance of modest fashion among Muslim women. Fashion, Style & Popular Culture.
  2. Chung, X. L., Yasmin, F., Haider, S. A., Sinnappan, P., Poulova, P., Baskaran, S., ... & Idris, I. (2025). Impulsive buying behaviour in live-streaming commerce: an application of SOR theory. Cogent Social Sciences, 11(1), 2474861.
  3. Fatema, K., Sinnappan, P., Meng, C. S., & Watabe, M. (2024). Technological Advancements and Innovations in the Tourism Industry: Driving Sustainable Tourism. In The Need for Sustainable Tourism in an Era of Global Climate Change: Pathway to a Greener Future (pp. 121-149). Emerald Publishing Limited.
  4. Toh, S. Y., Yasmin, F., Tehseen, S., Poulova, P., Haider, S. A., Andrews, E., Sinnappan, P., & Mahendra, R. Z. (2024). Born this way or formed this way? Distal personality traits and proximal self-efficacy of Malaysian students and their academic performance. Environment and Social Psychology, 9(5), 1-14.  
  5. Chong C. L., Teo, P. C., Fei, T. H. C., & Sinnappan, P. (2024). Perceived Opportunities and Threats of Belt & Road Initiative: A Qualitative Study on Malaysian Small and Medium Enterprises. The International Journal of Interdisciplinary Organizational Studies 19(1), 63-85.  
  6. Sinnappan, P. (Ed.). (2023). Achieving economic growth and welfare through green consumerism. IGI Global. (Scopus Indexed:  https://www.igi-global.com/book/achieving-economic-growth-welfare-through/311469 )
  7. Kumarasamy, N., Arumugam, V., Sinnappan, P., & Ismail, M. R. (2023). Factors affecting the students’ actual use behaviour of virtual learning environments (VLEs) during the movement control order (MCO). International Journal of Modern Education and Computer Science, 15(3), 1-15.  
  8. Sinnappan, P., Anor Salim, F. A., Maideen, M. H., & Kunjiapu, S. (2023). The Effect of Environmental Concern and Global Environmental Connectedness on Green Purchase Intention of Hotel Customers in Malaysia. International Journal of Sustainable Society, 15(1), 1-19.  
  9. Wijaya, T., Utama, A., Mustikasari, A., Sholikhah, Z., & Sinnappan, P. (2022). Motives and Barriers of Organic Food Consumption among Generation Z: A comparative study between Indonesia and Malaysia. International Journal of Green Economics, 16(1), 1-17.  
  10. Punitha, S., Aziz, Y. A., & Rahman, A. A. (2016). Consumers’ Perceptions of Green Marketing in the Hotel Industry. Asian Social Science, 12(1), 1-16.  
  11. Punitha, S., & Rasdi, R. M. (2013). Corporate Social Responsibility: Adoption of Green Marketing by Hotel Industry. Asian Social Science, 9(17), 79-93.  
  12. Sinnappan, P., & Rahman, A. A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management, 5(3), 129-139.  

Achievements & Accolades

  • 2024 – Student Appreciation of Teaching Award, ºìÐÓÊÓƵ University
  • 2023 – Dean’s Commendation for Service, ºìÐÓÊÓƵ University
  • 2023 – Student Appreciation of Teaching Award, ºìÐÓÊÓƵ University
  • 2021/2022 – Award of Excellence in Active Blended Learning, Universiti Teknologi Malaysia (UTM) 

Professional Associations

  • Professional Body: Ordinary member (2022-current) - Institute of Marketing Malaysia (IMM)
  • NGO: Treasurer (2023-2025); Head of Wanita (2022) - Persatuan Usahasama Perkembangan Ukhuwah (PUPUK)
  • NGO: Asst. Treasurer (2023-2024); Member (2022-current) - Her Wellbeing Society Kuala Lumpur and Selangor (HWSKLS)
  • Editorial Board Member - International Journal of Society Systems Science (Inderscience Publishers)