Dr. Saad Saif is an Assistant Professor of Business Administration with a specialization in Marketing. He holds a PhD in Management from Nanjing University of Aeronautics and Astronautics (NUAA), China. His research focuses on green consumption, consumer behavior, sustainable marketing, and green innovation, with publications in leading international journals. Dr. Saad Saif has made significant contributions to high-ranking, peer-reviewed journals, including Q1, Q2, ABS, ABDC, and FMS-ranked publications. His work spans topics such as retailer CSR, green marketing, eco-label trust, greenwashing, digital advertising, and the attitude-behavior gap in sustainable consumption. These publications underscore his commitment to advancing both theoretical insights and empirical understanding in marketing and management disciplines. As an educator, Dr. Saad Saif has over four years of teaching experience as a Visiting Lecturer at Bahauddin Zakariya University, Pakistan, where he taught undergraduate and postgraduate courses in Marketing Management, Consumer Behavior, Digital Marketing Strategies, and Brand Management. He has developed a teaching methodology that emphasizes rigorous academic instruction combined with applied, hands-on learning. He designs comprehensive course materials, hands-on projects, and assessments that prepare students for both scholarly research and professional practice. Dr. Saad Saif is proficient in advanced research methodologies and analytical tools, including Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), AMOS, SPSS, DEMATEL, and the Ordinal Priority Approach (OPA). This technical expertise enables him to conduct thorough investigations and generate innovative, evidence-based solutions. Throughout his academic career, he has consistently applied theoretical frameworks to practical, real-world challenges, bridging the gap between scholarly research and professional practice. Dr. Saad Saif has been recognized for both scholarly excellence and community engagement. He was awarded the Outstanding Academic Paper at the 1st Jiangsu Foreign Postgraduate Research Symposium and was selected as an Outstanding International PhD Student to deliver a speech to incoming scholars at NUAA. He also served as a guest speaker at the International Forum on the Second Youth Symposium for Green Low Carbon Innovation and Development. He is an active reviewer for several reputable journals, including Marketing Intelligence & Planning, Clean Technologies and Environmental Policy, Acta Psychologica, and Journal of the Knowledge Economy.