International Journal of Economic Practices and Theories
International Journal of Economic Practices and Theories (IJEPT) (ISSN: 2247-7225) is a peer-reviewed, open-access academic journal dedicated to advancing the understanding and application of economics through rigorous research and innovative thinking. Since its inception, IJEPT has provided a global platform for economists, researchers, policymakers, and practitioners to share insights, challenge assumptions, and explore emerging trends in economic theory and practice. Our Mission At IJEPT, our mission is to foster scholarly exchange and promote high-quality research that bridges the gap between theoretical frameworks and real-world economic applications. We aim to contribute meaningfully to the global discourse on economics by publishing work that is both academically sound and practically relevant. Scope The International Journal of Economic Practices and Theories (IJEPT) welcomes original research, theoretical developments, case studies, and empirical analyses in the following thematic areas: Tourism Economic impact of tourism on regional and national economies Sustainable tourism development and policy Tourism economics and forecasting Hospitality industry trends and practices Cultural, eco-, and heritage tourism management Tourism marketing and consumer preferences European Union Economic integration and convergence within the EU EU trade policies and international relations Monetary policy and the Eurozone Regional development and cohesion policies Labour mobility and migration within the EU EU regulatory frameworks and their economic implications Marketing Management Strategic marketing planning and execution Brand management and corporate reputation Digital and social media marketing strategies International and cross-cultural marketing practices Innovation in marketing and customer value creation Marketing performance measurement and analytics Consumer Behaviour Psychological and sociological drivers of consumer decision-making Cultural influences on consumer preferences Consumer trends and market segmentation Customer satisfaction and loyalty models Post-purchase behaviour and brand attachment Impact of digital environments on consumer behaviour Marketing Research Quantitative and qualitative marketing research methods Consumer insights and market intelligence Experimental and survey-based marketing studies Big data analytics in marketing Marketing metrics and modeling techniques Ethics and challenges in contemporary marketing research Why Publish with IJEPT? Global Reach – Access a diverse and international readership. Rigorous Peer Review – Ensure the quality and credibility of your work. Timely Publication – Benefit from efficient and transparent editorial processes. Open Access – Maximize the visibility and impact of your research. Audience IJEPT is intended for academics, researchers, graduate students, policymakers, and industry professionals who are interested in the development and application of economic knowledge across diverse contexts and regions. Editorial Board Our editorial board comprises distinguished economists and scholars from leading institutions worldwide, who bring a wealth of experience and expertise to the journal. Their commitment ensures that IJEPT maintains high standards of scholarship and editorial integrity.
TRADITIONAL BONE SETTING AS A COMMUNITY-BASED HEALING SYSTEM: A REVIEW OF INDIGENOUS ORTHOPAEDIC PRACTICES AND NATURAL REMEDIES FROM KARNATAKA (An ICSSR Funded Study)
Traditional bone setting represents an indigenous system of fracture management that integrates manual realignment techniques, immobilization methods, and natural therapeutic agents derived primarily from medicinal plants. Despite its continued utilization in rural and semi-urban populations, this practice remains insufficiently documented within scientific literature. The present review combines primary documentation of traditional bone setting practices in Karnataka with a narrative synthesis of published studies to examine indigenous orthopaedic techniques and natural remedies employed in fracture care. Emphasis is placed on materials used, procedural variations, regional diversity, and proposed mechanisms of action. The findings indicate that traditional bone setters utilize tactile diagnosis, controlled manipulation, herbal pastes, medicated oils, and locally sourced splints to manage fractures and joint injuries. While accessibility and cultural acceptance contribute to sustained use, concerns related to standardization and delayed referral remain. This review highlights the need for systematic documentation and scientific validation to enhance safety while preserving indigenous knowledge.
Traditional bone setting; Indigenous orthopaedics; Herbal fracture therapy; Ethnomedicine; Community-based healthcare.
Support that Sustains: The Mediating Role of Work Well-Being in Shaping Faculty Learning Goal Orientation
The study draws insights from organisational support theory and goal orientation theory to investigate the mediating effect of work well-being in the relationship between perceived organisational support and learning goal orientation. Data was collected from 406 full-time faculty members from higher education institution of India and structural equation modeling was employed for data analysis. The findings show that the faculty members who perceived organizational support displayed enhanced learning goal orientation and significant work-related well-being. The research established that work well-being functioned as a partial mediator between organizational support and learning orientation. The findings reveal that organizations that provide support to their employees help faculty members improve their well-being while developing a learning-oriented mindset. The results provide significant implications for higher education institutions that seek to enhance teaching standards, strengthen faculty development and build their ability to meet future demands.
Perceived Organisational Support (POS), Learning Goal Orientation (LGO), Work Well-Being, Higher Education Faculty, Organisational Support Theory,
Revenue Growth and CASA Mobilization in the Era of Digital Banking: Evidence from PSBs
Public sector banks in India are progressively embracing digital banking services to improve efficiency, increase in income, and CASA mobilisation . This research examines secondary data (2019-2023) derived from RBI reports and bank annual reports, utilizing factors including revenue growth, ROE, CASA deposits, and digital transaction indicators. The study utilizes STATA with panel data methodologies (Fixed and Random Effects models, Hausman test) and concludes that mobile banking substantially increases revenue growth, UPI transactions enhance CASA mobilization, and a greater share of digital transactions improves ROE. Findings underscore digital banking as a crucial catalyst for financial performance in PSB.
Digital Banking, Revenue Growth, CASA Ratio, Digital Transactions, Financial Performance.
Governing Green Travel: Legal: Economic Frameworks for Sustainable Tourism
Sustainable tourism refers to tourism that reduces negative impacts while enhancing benefits for natural habitats and local populations, and can be conducted perpetually without depleting the resources it relies upon. The study analyses the legal and economic aspects of green mobility, focusing on coherence and efficacy. There is too little enforcement, and coordination between institutions is inadequate. Research indicates a need for integrated models of tourism governance that incorporate legal and economic strategies. Tourism has been a major contributor to the GDP and employment growth. However, its rapid expansion has also had negative effects on the environment, leading to increased pollution and strain on natural resources. There is a need for a sustainable tourism framework to balance environmental care, social justice, and economic growth. Appropriate legal, economic and stakeholder-driven strategies to achieve sustainable tourism are fundamental and can be further integrated into integrated governance approaches.
Green Travel, SDG 13, certifications, tourism, legal.
Effectiveness of Digital India, PMJDY, UPI and DBT in Enhancing Financial Inclusion and Digital Payment Usage in Delhi NCR
Financial inclusion and digital payment systems have emerged as key drivers of inclusive economic growth and financial empowerment in India. The Government of India has launched several initiatives, including the Digital India Programme, Pradhan Mantri Jan Dhan Yojana (PMJDY), Unified Payments Interface (UPI), and Direct Benefit Transfer (DBT), to improve access to formal financial services and promote a cashless economy. This study examines the effectiveness of these initiatives in enhancing financial inclusion and digital payment adoption among residents of Delhi NCR. The research adopts a quantitative approach and collects primary data from individuals across urban and semi-urban areas of Delhi NCR. The study evaluates the impact of government-led digital initiatives on financial accessibility, banking penetration, transaction convenience, digital literacy, and user confidence in digital payment platforms. Statistical tools are employed to analyze the relationship between these initiatives and the level of financial inclusion and digital payment usage. The findings indicate that PMJDY has significantly expanded access to banking services, while UPI has transformed the digital payment ecosystem by providing a secure, convenient, and cost-effective transaction platform. Digital India has strengthened digital infrastructure and awareness, enabling greater participation in the digital economy. Furthermore, DBT has enhanced transparency and efficiency in welfare distribution by facilitating direct transfer of benefits to beneficiaries’ bank accounts. The study reveals that the combined effect of these initiatives has positively influenced financial inclusion and increased the frequency of digital payment transactions among individuals in Delhi NCR. The research contributes to the understanding of how government policies and digital financial innovations can promote inclusive financial development. The findings may assist policymakers, financial institutions, and digital service providers in formulating strategies to further strengthen digital financial inclusion and accelerate the transition toward a digitally empowered economy.
Financial Inclusion, Digital India, PMJDY, Unified Payments Interface (UPI), Direct Benefit Transfer (DBT), Digital Payments, Banking Access, Financial Technology, Digital Literacy, Delhi NCR, Cashless Economy, Financial Empowerment.
A Comprehensive Study On Business Resilience Strategies After Global Crises
The global business environment has undergone significant transformation due to continuous disruptions caused by pandemics, geopolitical wars, economic instability, climate change, and technological uncertainty. Recent events such as the COVID-19 pandemic, the Russia–Ukraine war, the Israel–Hamas conflict, rising tensions in the South China Sea, global inflation, and supply chain disruptions have severely affected businesses across industries. These crises have exposed vulnerabilities in traditional organizational systems and emphasized the importance of business resilience for long-term sustainability. This research paper examines the role of resilience strategies in helping organizations survive and recover from global crises. The study focuses on critical resilience dimensions including digital transformation, leadership adaptability, supply chain flexibility, geopolitical risk management, employee engagement, and strategic crisis planning. The paper also analyzes the economic and operational consequences of ongoing global wars and political instability on businesses worldwide. Primary data were collected from 200 managers and employees across manufacturing, retail, IT, healthcare, and logistics sectors using structured questionnaires. Statistical techniques including correlation, regression analysis, and ANOVA were applied to identify the relationship between resilience strategies and organizational performance. The findings indicate that digital transformation, geopolitical risk management, and adaptive leadership significantly improve organizational resilience. Businesses that diversified supply chains, adopted technology-driven systems, and implemented crisis preparedness frameworks demonstrated better operational continuity and financial recovery during crises. The study concludes that future business sustainability depends on organizational adaptability, strategic preparedness, technological innovation, and effective geopolitical risk management.
Business Resilience, Global Crises, Geopolitical Wars, Organizational Sustainability, Supply Chain Disruption, Digital Transformation, Crisis Management
Puneet Sethi, Preeti Sharma, Pratibha Sharma,
The Impact of Psychological Capital on Employee Resilience and Job Satisfaction
Psychological capital (PsyCap) has been identified as one of the most important positive organizational resources, which is beneficial to employees' coping with workplace stress, and their work attitudes. Psychological capital is a combination of self-efficacy, hope, resilience and optimism, and all of these factors are important to the psychological health of employees and organizational success. This research is about the psychological capital and employee's resilience and job satisfaction with the current fast-paced technological, economic and organizational changes of the modern businesses. The aim is to explore the role positive psychological resources play in helping workers to manage their difficulties, recover from challenges and stay content in their work. The study employs conceptual and analytical approach, which is drawn from the vast amount of literature available in the field of organizational behaviour, positive psychology and human resource management. The findings indicated that higher psychological capital levels among workers are related to greater resiliency in the face of stress, uncertainty, and performance pressure at work. Those individuals can maintain their motivation, self-assurance and emotional state, thereby boosting their capacity to overcome business obstructions. Moreover, psychological capital is found to have positive relationships with job satisfaction through positive perceptions of the job, engagement with the job and organizational commitment. The study also demonstrates that the psychological capital mediated the relationship of psychological capital and job satisfaction, respectively. Companies that take the time to invest in psychological capital – training, mentoring, leadership support and employee development – are more likely to foster a resilient and happy workforce. The results highlight the strategic value of psychological capital as an intangible asset that can enhance employee outcomes and maintain organizational performance. The research finding is that building a psychological capital can be a useful tool to increase resilience and job satisfaction in a changing workplace.
Psychological Capital, Employee Resilience, Job Satisfaction, Self-Efficacy, Hope, Optimism, Organizational Behaviour.
An Influence of Regional/Local Celebrity Endorsement versus National Celebrity Endorsement on FMCG Consumer Buying Behaviour: A Study of Gen Z Consumers in Rajkot City
Celebrity endorsement is a widely employed strategy in FMCG marketing; however, the comparative efficacy of regional versus national endorsers on consumer behaviour remains insufficiently examined, particularly in tier-2 Indian cities. This study investigates how Gujarati regional celebrities and pan-India national celebrities differentially influence the purchasing decisions of Generation Z (Gen Z) consumers in Rajkot. Grounded in Cultural Congruence Theory and the Elaboration Likelihood Model (ELM), the research proposes that shared cultural proximity amplifies message acceptance and purchase intent. A mixed-methods design was adopted: quantitative data from 300 Gen Z respondents (aged 18–26) were analysed via MANOVA and structural equation modelling, complemented by two focus group discussions. The results establish that regional endorsements yield markedly higher cultural congruence, emotional resonance, and purchase intention for most FMCG categories, whereas national celebrities sustain an advantage in brand prestige perception. Gender and product category emerge as significant moderators. The study contributes novel empirical evidence from a Gujarati urban context and offers practical guidance for FMCG marketers pursuing high-impact, cost-efficient endorsement strategies in tier-2 markets.
celebrity endorsement, regional celebrity, national celebrity, FMCG, Gen Z, Rajkot, cultural congruence, consumer behaviour, Elaboration Likelihood Model
Impact of Work–Family Conflict and Family–Work Conflict on the Quality of Work Life among Train Drivers: An Empirical Study
The contemporary occupational landscape of railway transportation is characterized by escalating operational complexities, irregular work schedules, prolonged duty hours, and heightened safety responsibilities. These occupational exigencies often engender substantial interference between professional and familial domains, thereby affecting employees’ overall quality of work life. The present study investigates the prevalence of Work–Family Conflict (WFC), Family–Work Conflict (FWC), and Quality of Work Life (QWL) among train drivers. A quantitative research design was employed, and primary data were collected from 300 train drivers working in the South-Central Railway Zone through a structured questionnaire. Descriptive statistics, reliability analysis, correlation analysis, and multiple regression techniques were utilized to analyze the data. The findings reveal that train drivers experience a moderate-to-high level of Work–Family Conflict and Family–Work Conflict. Furthermore, Quality of Work Life was found to be significantly influenced by both dimensions of role conflict. Work–Family Conflict exhibited a stronger negative effect on Quality of Work Life than Family–Work Conflict. The study underscores the necessity of organizational interventions such as flexible rostering systems, psychological support mechanisms, family-friendly policies, and work-life balance initiatives to enhance occupational well-being among train drivers. The findings contribute to the literature on occupational stress, work-life balance, and employee well-being within the transportation sector.
Work–Family Conflict, Family–Work Conflict, Quality of Work Life, Train Drivers, Occupational Stress, Railway Employees, Work-Life Balance.
Impact of Technology Adoption on Decision Making and Employees Experience in Selected Firm: A Study of Engagement, Communication and Collaboration
The rapid advancement of digital technologies has transformed organizational processes and workplace dynamics across industries. Technology adoption has become a critical factor influencing managerial decision-making and shaping employees' workplace experiences. This study examines the impact of technology adoption on decision-making effectiveness and employees' experience in selected firms, with particular emphasis on employee engagement, communication, and collaboration. The research investigates how the integration of digital tools, enterprise systems, communication platforms, and collaborative technologies contributes to organizational performance and employee satisfaction. A quantitative research approach was employed, utilizing structured questionnaires to collect primary data from employees and managers working in selected firms. The study analyzes the relationship between technology adoption and key organizational outcomes, including decision quality, employee engagement, communication efficiency, and collaborative work practices. Statistical techniques were applied to assess the significance and strength of these relationships. The findings indicate that technology adoption significantly enhances decision-making processes by improving information accessibility, data accuracy, and response speed. Furthermore, digital technologies positively influence employee engagement by facilitating greater participation, transparency, and connectivity within the organization. Effective communication and collaboration were found to act as important mediating factors, enabling employees to work more efficiently across departments and geographical boundaries. However, the study also highlights challenges such as technological adaptation, digital skill gaps, and resistance to change, which may affect the successful implementation of technological initiatives. The study concludes that organizations that strategically adopt and manage technological innovations are better positioned to improve decision-making quality and create positive employee experiences. The findings provide valuable insights for managers, policymakers, and organizational leaders seeking to leverage technology for enhanced workforce engagement, communication effectiveness, collaboration, and overall organizational success
Technology Adoption, Decision Making, Employee Experience, Employee Engagement, Organizational Communication, Collaboration, Digital Transformation, Workplace Technology, Organizational Performance.
From Artificial Empathy To Brand Trust: A Study Of Emotion-Centric Marketing
Purpose: The rapid advancement of Artificial Intelligence (AI) in marketing has led to the emergence of Emotion-as-a-Service (EaaS), where organizations leverage affective computing technologies to understand and respond to consumer emotions. This study investigates how Affective AI Adoption (AAI) influences Emotional Personalization (EP), Consumer Engagement (CE), and Brand Trust (BT). It further examines the mediating role of Emotional Resource Management (ERM) and the moderating influence of Ethical Considerations (EC) in shaping consumer responses to AI-driven emotional interactions. Methodology: A quantitative research design was employed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. Data were collected from 200 consumers who had interacted with AI-driven marketing systems such as chatbots, personalized recommendations, and emotion-sensitive digital interfaces. Findings: The results reveal that Affective AI Adoption significantly enhances Emotional Personalization, which in turn increases Consumer Engagement and Brand Trust. Emotional Resource Management acts as a key mediating mechanism, translating emotional insights into stronger consumer relationships. Additionally, Ethical Considerations positively moderate the relationship between AI adoption and consumer engagement, indicating that ethical transparency enhances consumer acceptance of affective technologies. Implications: Organizations should integrate Emotion-as-a-Service frameworks with ethical AI practices to deliver emotionally intelligent and trustworthy customer experiences.
Emotion-as-a-Service, Affective AI, Emotional Personalization, Consumer Engagement, Brand Trust, Emotional Resource Management.
The Role of Hygiene and Housekeeping Practices in Enhancing Customer Retention in Multiplexes: An Economic Perspective
Purpose: This study looks into the economic effects of multimodal cleanliness and hygiene policies on patron retention. Keeping a clean environment has become essential for multiplexes to meet the expectations of their movie-watching patrons. These days, watching films is more about lifestyle and social standing than it is about your favourite actor. Spending a lot of money on movie tickets in a multiplex with all the 5-star amenities—such as reclining seats, a clean and hygienic atmosphere, ambience, and personalised service—is not something that customers mind. Although housekeeping is a department that primarily operates in the background and does not directly contribute to revenue, it is a fact that if your areas are not kept clean and hygienic, customers may not want to visit your property, which could result in loss. For this reason, housekeeping is very important in terms of profitability and customer retention. Methodology: The study polled 25 housekeeping managers and 184 patrons at the top multiplexes in Gurugram using quantitative approaches. This study uses a quantitative, cross-sectional survey design to investigate the connection between hygiene practices and their economic influence on customer retention. To present a comprehensive picture, the method integrates operational data from housekeeping managers with consumer perception data. Findings: The results show that customer happiness and perceived hygiene standards are strongly positively correlated, which has an immediate effect on repeat business and customer loyalty. The cost-benefit analysis of hiring housekeeping services is also covered in the study, which demonstrates how better cleanliness increases long-term profitability by retaining customers. Practical Implications: The study's conclusions are that cleaning as a Source of Income in addition to being operational requirements, cleanliness and obvious hygiene measures can serve as tactical instruments for attracting and keeping clients. Profitability can be directly impacted by improved hygienic impressions, which can result in more customers returning, more concession purchases, and favourable word-of-mouth. Originality: This study created a thorough theoretical framework that connects customer retention and hygiene practices. This study is among the first to investigate, from an economic standpoint, the connection between housekeeping and hygiene practices and consumer retention, particularly in the multiplex movie theatre sector. Although cleanliness has been examined as a service quality factor in earlier hospitality and tourist studies, the majority of these studies have concentrated on hotels, restaurants, or healthcare facilities.
Hygiene, Housekeeping, Customer Retention, Multiplex, Customer Perception, Economics, Cleanliness Standards, Cost-Benefit Analysis
Saif Anjum,Deepak Thakur,Deepak Bhandari
A Reflection of the Social Reality Experiential and the Crisis Against Structural Injustice in the Novel "The White Tiger."
The novel “The white Tiger” is described the poor life reality and brutal inequality of Indian society. The novel tried to showed the violence and crime. It explores the economic development of India, which is disparate and divides the people into two classes. The acceptance of largely western culture and society has turned into hypocrisy. It is not good for Indian culture. The narrator highlights the issues of the Indian administrative system and its imperfections. In administration, he spread corruption and the work system he effectively portrayed. Social inequality is born of human beings' crime. These people, who are lower class and caste, did not meet their basic needs: food, shelter, hygiene, and health. Extreme scarcity of money, lack of education, and population are responsible for the suffering of the lower class. Population and marriage rituals, which include the dowry system, are mostly pointed out in this novel. Lots of people live together, so it is not possible to meet the needs of everyone. The basic needs and hunger are the most powerful other factors. In rural areas there is no option for earning, so people turn to urban areas where they face different cultures and lifestyles. In modern times, success consists of exploitation, crime, corruption, and whatever we do to achieve our goal. Political roles have also changed in modern times.
Poverty, Corruption, Migration, Social structure, social realism.
“Examining the Impact of Ethical Leadership dimensions in creating Organizational Trust in the Banking Sector.”
In the banking sector, where moral behavior and fiduciary responsibility are crucial, organizational trust has become a crucial factor in determining employee engagement, institutional legitimacy, and long-term performance. With a focus on the fairness aspect of ethical leadership, the current study investigates how ethical leadership affects organizational trust. The study examines how leaders' equitable, open, and responsible actions affect workers' views of trust in financial organizations, drawing on social learning theory and organizational trust theory. A quantitative research design was employed using survey data collected from employees working in public and private sector banks. Ethical leadership was measured through fairness-based indicators, including unbiased task allocation, ethical decision-making, non-manipulative behavior, and fair accountability practices. Organizational trust was assessed across trust in supervisors, trust in management, and trust in the organization. Data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, and multiple regression techniques. The results show a robust and statistically significant positive correlation between organizational trust and fairness-centered ethical leadership behaviors. According to correlation studies, leaders who uphold moral behavior even in the face of pressure are most strongly associated with trust, followed by leaders who assign tasks fairly and refrain from using deceptive tactics. Fairness was also found to be a strong predictor of organizational trust by regression analysis, which also explained a sizable amount of the variation in trust outcomes. The study comes to the conclusion that a fundamental mechanism for establishing organizational trust in the banking industry is ethical leadership, specifically fairness in decision-making and accountability. The results have significant theoretical and managerial ramifications, indicating that banks can improve institutional integrity, governance efficacy, and employee trust by integrating moral leadership into managerial systems
Ethical Leadership, Organizational Trust, Fairness, Banking Industry, Trust in Management, Ethical Climate
Technology Sanctions and India Russia Strategic Resilience in the Digital Age
The slow but steady rise in use of technology sanctions in the contemporary political scenario is changing strategic policies across the world and making possible the rise of digital politics. The subject matter of research in this case is the influence of the global technology sanctions on the strategic cooperation between India and Russia in the era of digitalization, specifically cyber security, artificial intelligence, semiconductors and digital infrastructure. This paper analyzes the nature of the strategic and technological resilience of India and Russia amidst increased west-led technology sanctions. Using a qualitative and analytic method of secondary source analysis, the paper discusses the geopolitics and economics of the consequences of the disruptive effect of technology sanctions on their cooperation and digital politics in general. It concludes that India-Russia cooperation is becoming deeper as a result of alternative technological cooperation, new financial instruments of transactions and innovations to reduce dependence on western technological systems.
Digital, Geopolitics, Cybersecurity, Semiconductors, Sovereignty.
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Assessing China’s Soft Power Approach to Managing Political Stability and Social Order in Hong Kong
Post-1997, Hong Kong has operated within the “One Country Two Systems” framework, but recent political crisis and governance reforms have made Beijing rethink its methods of keeping political stability and social order. The paper evaluates the application of soft power as a governance tool in Hong Kong by China and the effectiveness of non-coercive tools in supplementing legal and institutional controls. Using qualitative research approach, the paper examines state policy documents, Chinese and Hong Kong media discourses, educational reforms, and cultural programs adopted since 2019 with the major focus on the development after the implementation of the National Security Law. The results have shown that Beijing uses soft power in the form of patriotic education, restructuring media, normalization of cultures and identity-oriented discourse, in order to reconstruct the meaning of national belonging and justify political power. Although such actions have helped curb popular discontent and institutional obedience, they have also made Hong Kong more polarized and liberal civic culture weaker.
China, Power, Stability, Governance, Identity
Electoral Politics in the Era of Digital Media and Political Transformation in Uttar Pradesh
The swift growth in the realm of digital media has brought about a great deal of change in terms of electoral politics in India, especially for those states which play a major role in influencing the political scenario. Social media, digital campaigning, and political communication have changed the dynamics of the interaction between political parties, their leaders and people who participate in the voting process. This article attempts to analyse the impact of digital media on the electoral politics of Uttar Pradesh, including how digital media has played a part in political communication, campaigning, voter behaviour and political participation. It further analyses the impact of social media platforms like WhatsApp, Facebook, YouTube, Instagram, and X (formerly Twitter) on electoral politics in Uttar Pradesh. The research has been carried out using secondary sources and electoral data to identify how digital politics presents both opportunities and challenges to politicians.
Digitalisation, Elections, Communication, Social-Media, Behaviour, Participation
Exploring the Role of customer Relationship Marketing in Financial Sector
This study examines the impact of technological integration, service quality, and customer trust on customer loyalty in the modern retail sector. Using a sample of 188 respondents, data were collected through a structured questionnaire employing a five-point Likert scale. The analysis was conducted using regression techniques in R Studio, with reliability and validity tests ensuring the robustness of the findings. The results indicate that technological integration has a significant positive impact on customer loyalty, while service quality, though positively correlated, was not a significant determinant in this study. Customer trust also showed a positive influence, with marginal significance. The findings contribute valuable insights for businesses aiming to enhance customer loyalty by focusing on technological advancements and building trust. Future research could explore the role of additional factors and extend the study to different industries and regions.
Customer Loyalty, Technological Integration, Service Quality, Customer Trust, Regression Analysis.
“A Comparative Analysis of Consumer Perception towards Mobile Commerce in Selected Cities of Saurashtra Region”
The rapid growth of mobile commerce has transformed the way consumers engage in buying and selling activities, particularly in emerging economies like India. This study aims to analyze and compare consumer perception towards mobile commerce across selected cities of the Saurashtra region, namely Rajkot, Jamnagar, Junagadh, and Porbandar. The research is based on primary data collected through a structured questionnaire from 200 respondents using the survey method. Key factors influencing consumer perception—trust, convenience, cost, and perceived risk—were analyzed using descriptive statistics and the Kruskal–Wallis test. The findings reveal that consumers exhibit a high level of trust and perceive mobile commerce as convenient, with no significant differences observed across cities for these factors. However, significant differences were found in terms of cost perception and perceived risk, indicating that economic considerations and security concerns vary across regions. The study concludes that while mobile commerce adoption is widespread and relatively uniform in terms of usability, regional disparities persist in cost sensitivity and risk perception. These insights highlight the need for targeted strategies focusing on pricing and security enhancements to promote inclusive and balanced growth of mobile commerce.
Mobile Commerce, Gender differences, Perceived Trust, Perceived Convenience, Perceived Cost, perceived Risk.
Spatio-Temporal Machine Learning Framework for Urban Health Risk Evaluation
Air Pollution is a foremost health concern in megacities such as Delhi, where fine particulate matter (PM₂.₅) levels every so often exceed international safety guidelines. While air quality indices offer a general idea of air quality levels, these do not account for differences in individual exposure levels due to localized factors such as congestion levels. Therefore, this study focuses on a innovative exposure-oriented air quality index which is based on Urban Health Risk Index (UHRI), that basically is an amalgamation of high-resolution PM₂.₅ forecasting along with congestion-driven exposure augmentation factors. To develop this framework, hourly CPCB data and high-resolution traffic queue density data were processed to develop time-aware autoregressive/rolling features using gradient boosting techniques such as XGBoost. Strong performance was observed, achieving 13.3 µg/m³ root mean square error (R² = 0.9966) for PM₂.₅ concentration forecasting and 0.0299 units root mean square error (R² = 0.955) for traffic density prediction. A mechanistic congestion multiplier, accounting for emission characteristics and street canyon effects, was then used to develop amplification factors between 1.0 and 2.3. UHRI is developed based on the fusion of pollutant forecasts and congestion multipliers. This allows for the estimation of health risk in a microenvironment-sensitive manner beyond city-level air quality indicators. The experimental results demonstrate that even under moderate congestion conditions, health risks due to PM2.5 exposure are substantially increased. Moreover, in severe gridlock conditions, health risks are even increased by more than double compared to ambient values. The proposed framework is likely to be useful as an understandable and viable decision support system for health management in cities. Future work may include spatial modeling, uncertainty analysis, and even intelligent traffic control system incorporation.
Air pollution, XGBoost, Urban Health Risk Index (UHRI), Delhi air quality, Microenvironment exposure, Congestion multiplier, Public-health risk assessment
Megha Bansal, Tanvi Dalal, Mitanshi Rastogi
The Regulatory Paradox: - India’s Coal Story
Energy sector of any nation plays a very important role in the economic development of the country. In the energy mix of India, coal is indispensably placed. With Coal India limited (CIL), a public sector monopoly as the world’s largest coal producing company, the quest for the most viable but most polluting fuel, feeding the population of 1.4 billion seems never ending. The coal sector of our country at present is undergoing a transition and is in an ironical situation where the nation has promised the world to phase down coal but at the same time has opened the sector for commercial mining and requires more investment. At present the coal sector is regulated by the Office of Coal Controller, Ministry of Coal which is in a very close nexus with CIL which has been dominating the sector including the coal production, supply and price. The sector is plagued with a number of regulatory and competition issues which requires immediate attention for a fair play of both public as well as private sector. Reformation in the regulatory regime is the need of the hour in order to smoothly execute the commercialization policy along with the transition from a coal based economy to green economy.
A Critical Study of the Aravali Hills Case: Sustainability through Judicial Activism
Establishing the obligation to properly conserve the Aravalli Hills and Ranges, one of the oldest geological features on planet earth, the Apex court reopened the Aravalli conservation issue marking a significant moment in Indian environmental justice. In northern part of the country, the Aravalli range plays a vital role in maintaining environmental balance, biodiversity, and climate stability. Paradoxically, fragmented governance and weak enforcement of environmental norms caused mining, urban expansion, and regulatory dilution which in turn resulted in ecological degradation. The present research tries to examine the judicial intervention through the lens of constitutional environmentalism. The study starts with analysis how the Court’s decision to reopen the issue transcends procedural finality to address continuing environmental harm, intergenerational equity, and the public trust doctrine. It further tries to explore the Court’s proactive approach in enforcing sustainable development principles, precautionary norms, and the right to a healthy environment as an integral component of the right to life. By situating the Aravalli case within the broader trajectory of Indian environmental jurisprudence, the paper argues that such judicial engagement reflects an evolving model of constitutional guardianship, where courts assume responsibility for safeguarding ecological interests.
Aravalli hills, Supreme Court, Delhi, Sustainability, environment.
Green Ambidextrous Innovation – A Bibliometric Study
The ability of an organization to concomitantly undertake exploratory green inventions and exploitative eco-efficiency increments is known as "Green Ambidextrous Innovation”. It has emerged as a critical strategic response to growing demands for sustainability in businesses. However existing literature on this dual capability remains scattered from a theoretical and methodical lens. In order to chart out current empirical trends, identify prevailing theoretical foundations and consolidate conceptual definitions, this bibliometric review critically assesses and synthesizes scholarly ideas on the construct. The study employs a descriptive approach, including identification, classification and synthesis of research from the domains of innovation, organizational behaviour, sustainability and strategic management. The review has prominently identified for antecedents - leadership and governance, organizational culture, structural and resource configurations and external institutional pressures. The study has also highlighted key performance outcomes related to environmental impact, innovation capability, and competitive advantage. It also uncovers persistent tensions, including resource allocation conflicts, ambidexterity implementation challenges and measurement inconsistencies. By assimilating these findings, the review proposes a refined conceptual framework that situates green ambidextrous innovation within dynamic capabilities theory and outlines methodological gaps and opportunities for future research. These include micro-foundational analysis, longitudinal designs, and cross-country comparative studies. This work advances theoretical consolidation and provides a foundation for more rigorous empirical inquiry into sustainable organizational innovation.
Green Ambidextrous Innovation, Exploration, Exploitation, Sustainability, PRISMA, Bibliometric Analysis
Suruchi Chopra, Chahat Malhotra, Anju Shukla
Frozen, Fragmented and Forgotten: Cryosphere Governance and the Mitigation Paradigm in International and Indian Environmental Law
From towering ice sheets to fragile snow cover, the cryosphere forms the backbone on which the Earth’s ecological system rests as it postulates a profound control over the global climate dynamics. Although the cryosphere has profound ecological importance, its governance is still disjointed due to the absence of a global legal instrument. This paper analyses the current legal framework which regulates the cryosphere only incidentally and in a sectoral manner which leads to regulatory lacunae. Even though India is a direct stakeholder because of its reliance on Himalayan glaciers, its legal involvement is largely based on policy and not legislation. The intent is reflected in instruments like the Indian Arctic Policy, 2022 however the same lacks binding environmental obligations. The domestic environmental statutes are mainly concerned with post damage control, as opposed to the proactive protection of the cryospheric resources. This paper argues that this is a reactive approach that compromises long term climate resilience and that there is a need to shift towards resource centric protection. Despite the fact that the cryospheric crisis reflects irreversible damage, stakeholders at both international and national level have taken a mitigating approach to this crisis whereas the need is for a coordinated global action and concrete legislative intent at both these levels.
Cryosphere, Climate Resilience, Mitigation and Climate Governance
Role of NGOs in Protecting the Environment: Response of Law
The protection of the environment is one of the important goals in sustainable development. The responsibility lies not only on the government but also on non- governmental organizations. India has introduced National Plans to address climate change and environmental degradation. NGOs are also playing an important role in framing the environmental policies, bringing public support and knocking the doors of Courts. Their work at the grassroots level brings local people with them and helps in understanding the ground realities. The methodology will be a doctrinal study of NGOs work towards environment along with legal provisions and judicial pronouncements. The author explores into the contribution made by these NGOs and will find out the issues still left unaddressed. The research will be concluded with viable suggestions.
Environmental Protection, Degradation, NGOs, environmental policies
The Legal Architecture of Green Bonds in India: Challenges and Prospects for Sustainable Development
Environmental concerns have been one of the most relevant areas of discussion for the global economy. The rise in environmental problems is closely connected with Industrial Development. In addition to other efforts undertaken to control environmental harm in nations worldwide, “Green Bonds” are considered to be the most effective innovations for promoting and attaining Sustainable Development Goals (SDGs). Green Bonds mainly emphasise sustainable financing i.e. channelling financial resources for promoting a robust and greener future, by the use and production of renewable energy, thereby reducing global emissions. Considering the significant impact of “Green Bonds” on the production and emission of renewable energy, it is pertinent to understand the impact of “Green Bonds” in the attainment of sustainability. The present paper explores the evolution and adoption of Green Bonds in India and the legal and regulatory framework surrounding them. The work will focus on the adoption of green bonds in addressing environmental sustainability and the challenges faced by the government in operationalising the green bonds framework. It will also delve into the growing literature on green bonds in India to understand the trends of green investments with a particular focus on the role of financial institutions, the government and key stakeholders. Additionally, it evaluates the environmental impact of green bond-funded projects and their compliance with India's climate commitments under international frameworks. Lastly, the research highlights the critical role of green bonds in facilitating India's transition towards a low-carbon, sustainable economy and provides suggestions for improving the framework and ushering in green financial systems in India
Green Bonds, Sustainability, Environment, ESG, Sustainable Development Goals.
Ecological Deception and Algorithmic Shielding: Reimagining Corporate Criminal Liability for AI-Driven Environmental Crimes in the Age of Disruption
Industrial regulation has long assumed a human decision-maker behind every act of pollution. That assumption is losing its grip. Corporate decisions affecting environmental quality are increasingly delegated to autonomous AI systems, and where the decision-maker is an algorithm, the standard toolkit of environmental criminal law—built around mens rea, corporate attribution, and the directing-mind doctrine—finds nothing to hold. This paper examines that failure through the lens of “Algorithmic Shielding”: the phenomenon whereby corporations escape liability under the Polluter Pays Principle by pointing to the inscrutable autonomy of the machine. Drawing on Indian environmental jurisprudence and the EU AI Act framework, it diagnoses the governance gap and advances three interlocking reforms—mandatory algorithmic auditing, Accountability by Design, and a statutory rebuttable presumption of mens rea—under the heading of Techno-Legal Accountability.
Algorithmic Accountability, Polluter Pays Principle, Environmental Law, Corporate Criminal Liability, AI Governance, Socio-Legal Disruption
From Environmental Compliance to Health Protection: Corporate Responsibility and ESG Regulation
The present era, which is characterised by accelerating climate change, rapid industrial expansion, and increasing public health vulnerabilities, has fundamentally altered the relationship between environmental regulation and health protection. In recent times, corporate activities have generated complex risks that affect not only ecological well-being but also human health, societal welfare, and intergenerational equity. In this context, the traditional approach to environmental compliance which primarily focuses on the pollution control and regulatory adherence has proved to be increasingly inadequate. To meet this criteria, it requires a structured integrated approach for corporate responsibility and environmental regulation through Environmental, Social, and Governance (ESG) regulation. This study seeks to examine the shift from a traditional focus on environmental compliance to a broader approach that integrates environmental governance and health protection within corporate governance. It is being scholarly documented that ESG regulation is now emerging as a source of legal regulation, which includes environmental regulation and health protection. At the international levels, the paper outlines some of the most relevant instruments, such as the OECD Guidelines for Multinational Enterprises, the UN Guiding Principles on Business and Human Rights, ILO standards, and the European Union’s ESG disclosure and due diligence standards. Moreover, the study also compares best practices across different jurisdictions, with particular emphasis on the integration of ESG principles into corporate, securities, and environmental governance, especially in addressing health risks arising from climate change and toxic substances. The judicial perspectives and the role is also analysed, mainly emphasising on the application of constitutional environmental rights, different doctrines such as polluter pays etc., and health-based adjudication in the expansion of corporate obligations. Lastly, the article ends with a series of recommendations for the greater inclusion of environmental and health considerations in ESG standards, the role of the judiciary, and the harmonization of international standards.
Compliance, ESG Standards, Corporate Social Responsibility, Accountability, Public Health
Climate Narratives and the Construction of Sustainability Discourses:Policy Instruments and their Influence on Sustainability Transitions in India
: Climate narratives linked to the Sustainable Development Goals present climate change as integral to development, equity, and social justice. They connect SDG 13 (Climate Action) with goals on poverty, health, gender equality, and energy, emphasizing inclusive growth, resilience and adaptation. This integrated narrative guides policymaking that balances environmental protection with socio-economic priorities and sustainable development. In 2025, India ranked 99th out of 167 countries in the Sustainable Development Goals (SDG) Index compiled by the United Nations Sustainable Development Solutions Network (UNSDSN). For the first time, India has secured a position within the top 100 of the global Sustainable Development Goals (SDG) Index, achieving a rank of 99th out of 167 countries in 2025 [1] . In SDG Index Score, India’s score was around 66.95–67 on a 0–100 scale. The SDG India Index, a framework developed by NITI Aayog, and the SDG National Indicator Framework (NIF) are domestic policy tools that facilitate the evidence-based monitoring of the Sustainable Development Goals (SDGs).Despite improvements, significant hurdles remain and considerable challenges persist, particularly in areas like environmental sustainability (including climate action and biodiversity) continues to lag relative to other goals. Regional disparities and data gaps affect uniform progress across goals and states. Globally, only about 35% of SDG targets are on track, indicating systemic challenges remain.To complement the global index, India’s SDG Index tracks progress through its own SDG Index score (national framework) reflecting improvement from 57 in 2018 to 71 by 2023–24,on domestic indicators across multiple goals. This index evaluates economic, social and environmental metrics across states and union territories and fosters competitive federalism for SDG delivery [2] Positive societal shifts include extreme poverty reduction, better basic health and education, and job creation through sustainability programs, expanded renewable energy, and strengthened social infrastructure (e.g., housing, health insurance). Objectives of study The evaluate of India’s progress through analysis of the conceptual relationship between climate narratives and the Sustainable Development Goals (SDGs), particularly the interlinkages between SDG 13 (Climate Action) and socio-economic goals such as poverty reduction, health, gender equality, and sustainable energy with particular attention to the sustainability metrics provided by the SDG India Index from NITI Aayog and the SDG Index rankings and scores released by the United Nations Sustainable Development Solutions Network (UNSDSN) gives an assessment of the achievement of India's institutional and policy frameworks, specifically the SDG National Indicator Framework (NIF) and the SDG India Index through evidence-based policymaking. This involves examining how these mechanisms are utilized to monitor and implement the Sustainable Development Goals (SDGs) within the country. The objective of the research is to evaluate the success of Sustainable Development Goal (SDG) implementation at the local level in India. This involves specifically examining how state governments, urban local bodies, and local governance institutions translate global SDG obligations into development policies tailored to specific local contextual needs.The analysis will focus on identifying regional disparities and structural challenges that impede the implementation of Sustainable Development Goals (SDGs) in India. The focus will be placed specifically on environmental sustainability, holistic development and sustainable infrastructure.The core mission and strategic priorities of the article will be dedicated to three interdependent and critically important areas: Environmental Sustainability: This encompasses a broad range of initiatives aimed at minimizing negative human impact on the planet. Key efforts will include promoting resource efficiency, transitioning to circular economy models, reducing pollution across air, water, and soil, and fostering responsible consumption and production patterns with the goal to ensure that current needs are met without compromising the ability of future generations to meet their own needs. Climate Action: Recognizing the urgency of the global climate crisis, significant emphasis will be placed on both mitigation and adaptation strategies. Mitigation efforts will center on deep decarbonization, accelerating the shift from fossil fuels to renewable energy sources, improving energy storage and distribution, and reducing greenhouse gas emissions across all sectors (e.g., industry, transportation, agriculture). Adaptation efforts will involve building resilience in vulnerable communities and ecosystems to withstand the inevitable impacts of climate change, such as extreme weather events, sea-level rise, and changing precipitation patterns. Conservation of Biodiversity: Protecting the variety of life on Earth from genes to ecosystems is a fundamental pillar. This involves safeguarding natural habitats, restoring degraded ecosystems (such as forests, wetlands, and coral reefs), preventing the extinction of threatened and endangered species, and promoting sustainable land and marine management practices. Crucially, efforts will include recognizing the intrinsic value of nature and the essential ecosystem services it provides, which underpin human well-being and economic prosperity.These three areas will serve as the guiding framework for all future policies, investments, and collaborations, ensuring a holistic and integrated approach to planetary health.The core objective of the study is to analyze structural challenges and regional disparities in India that impede Sustainable Development Goal (SDG) implementation. This analysis specifically requires an evaluation of the societal impact of SDG-oriented policies in India, including outcomes in poverty reduction, healthcare access, education, renewable energy expansion, and sustainable employment generation.The examination of the impact of cooperative federalism in SDG governance deliberately interwoven coordination between the Union Government, NITI Aayog, and state governments in achieving national SDG targets to propose policy recommendations for strengthening SDG localisation and climate governance,ensuring more equitable, participatory, and sustainable development outcomes in India.The study further analyses policy outcomes in sectors such as climate action, renewable energy, health, and education to understand the broader societal impact of SDG-aligned governance and cooperation. Furthermore, the study analyzes policy outcomes in sectors such as climate action, renewable energy, health and education to understand the broader societal impact of SDG-aligned governance and cooperative mechanisms. The sustainability discourse in India is shaped by a confluence of instruments and developments, the doctrinal component involves a systematic analysis of key legal and policy instruments, including the Global Commitments under International frameworks, notably the United Nations' 2030 Agenda for Sustainable Development, Domestic Governance through National policies and statutory instruments, including the frameworks established by NITI Aayog, the SDG National Indicator Framework (NIF) and foundational environmental legislation such as the Environment (Protection) Act, 1986. Along with Judicial Precedents such as the Supreme Court's decision in M.C. Mehta v. Union of India, which significantly expanded the scope of environmental protection under Article 21 of the Constitution. The empirical policy analysis evaluates India's performance on SDG indicators using secondary quantitative data from authoritative sources, including the The Sustainable Development Report (United Nations Sustainable Development Solutions Network).The SDG India Index (NITI Aayog) and Statistical datasets from the United Nations Development Programme and the World Bank.This analysis includes a comparative assessment of national and sub-national SDG indicators to assess performance trends and Identify regional disparities across states and union territories and evaluate the effectiveness of SDG localization initiatives.This study adopts a mixed methodological approach combining doctrinal legal analysis with empirical policy evaluation to examine the implementation and localisation of the Sustainable Development Goals (SDGs) in India, particularly in relation to climate governance and sustainable development.The doctrinal component involves a systematic analysis of relevant international frameworks, national policies, statutory instruments, and judicial developments concerning climate change and sustainable development. Key sources include the 2030 Agenda for Sustainable Development adopted by the United Nations, policy frameworks developed by NITI Aayog, the SDG National Indicator Framework (NIF), and environmental legislation such as the Environment (Protection) Act, 1986 and judicial pronouncements that shape climate governance and sustainable development jurisprudence are also examined, including decisions of the Supreme Court of India such as M.C. Mehta v. Union of India, which expanded environmental protection under Article 21 of the Constitution.The empirical policy analysis component evaluates India’s performance on SDG indicators using secondary quantitative data drawn from authoritative institutional reports, including the Sustainable Development Report prepared by the United Nations Sustainable Development Solutions Network, the SDG India Index published by NITI Aayog, and statistical datasets from the United Nations Development Programme and the World Bank. Comparative analysis of national and sub-national SDG indicators is undertaken to assess trends in India’s SDG performance, identify regional disparities across states and union territories, and evaluate the effectiveness of SDG localisation initiatives.This study employs a mixed-methods approach to examine the implementation and localization of the Sustainable Development Goals (SDGs) in India, specifically concerning climate governance and sustainable development. The research combines doctrinal legal analysis with empirical policy evaluation. SDG Localisation Localisation of Sustainable Development Goals (SDGs) refers to translating global SDG targets into context-specific policies, plans, budgets, and indicators at the state,district,urban local body (ULB), and village levels, ensuring that development responds to local needs and disparities.At the policy level, localisation involves integrating SDGs into sub-national planning frameworks,assigning institutional responsibility to local governments, using disaggregated data for monitoring and encouraging community participation and accountability. India’s SDG localisation is anchored in a cooperative federalism model, coordinated by NITI Aayog in alignment with United Nations SDGs. Several Indian states have prepared State SDG Vision Documents aligning flagship schemes with SDGs like Kerala integrated SDGs into State Planning Board policies.Strong focus on SDG 3 (Health) and SDG 4 (Education) to attain Improved health indicators and literacy outcomes demonstrating how social sector budgeting can be SDG-aligned without creating parallel structures.
Climate narratives, environmental sustainability (Localisation of Sustainable Development Goals (SDGs), sustainability programs.
“Export as a driver of productivity: Myth or Reality?”
This study analysis firm level productivity in the Indian Automobile sector for the period 2014-2024 with the help of panel data for 1864 firms. Total factor productivity in the sector is estimated with Levinsohn -Petrin model, and robustness checks are done by Ackerberg -Frazer model and Wooldridge model. The study shows the variations in productivity like in Levinsohn- Petrin model it reflects absolute productivity levels while ACF and Wooldridge gives estimation for relative efficiency. The analysis reveals exports as the most robust and consistent determinant of productivity I the automobile sector which follows learning by doing hypothesis. It also analysis heterogeneity across industry segments. Scale based productivity in OEM’s input efficiency in component manufacturers. Trends analysis shows a break with the Covid-19 shock in 2020, but the sector recovered by 2024 which reflects restructuring, flexibility and adaptability. The results shows that the emphasis should be on external market exposure as a determinant of productivity, compared to internal characteristics of firms in the sector.
Exports, Total Factor Productivity, Firm Performance, IndianManufacturing, panel Data, Learning -by-Exporting