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Sustainable Battery Technologies for Modern Energy Systems: A Comparative Analysis of Residential, Automotive, and Industrial Applications
R. Anwar Sadath Doctoral Research Scholar, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli: Rajalingam, Professor, HOD, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli.
Pages: 1-12 | First Published: 05 Mar 2026
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Abstract

The world shift to decentralized energy and electrified mobility is becoming more and more limited by Legacy of the Lead-Acid Storage Infrastructures, which is not fully utilized to assure development growth because the yield of the Capital Economics (CapEx) is lower. Accordingly, the paper gives a techno-economic analysis of converting Lithium iron phosphate (LiFePO₄) in residential, automobile and industrial applications through a 10-year Total Cost of Ownership (TCO) model (LiFePO₄) breaks even financially in the residential business after four years due to a combination of high round trip energy efficiency (> 95% vs. 70%) and no electrolyte maintenance. The analysis helps to highlight a more basic change of operation in the high-rate charging capability of (LiFePO₄) (1C) on the 24-hour continuous operation of this vehicle on a battery-to-vehicle-weight ratio of 1:1, and does not necessitate the normal 2:2 or 3:1 lead charge requirement. Under the system the reduced all of the infrastructure is simplified in the form of in-inventory, even in batteries. Besides, LiFePO₄ faces economic volatility in the SLI (Automotive Motoring, Lighting and Ignition). It is worth noticing that mild weight costs cannot justify a cost of diff, which results in zero fuel cost-total savings benefits. Lead (auxiliary batteries + batteries) must not be sold under an overall price > 90 % of your market. In cases where both residential and industrial markets offer strong IPC benefits that are amenable to immediate acceptability, automotive SLI markets feature rigidity to impede infiltration in companion implementations or FULL fuel-efficient cars.

Keywords: Battery management systems (BMS), energy storage system (ESS), industrial electrification, lithium iron phosphate (LiFePO₄), opportunity charging, total cost of ownership (TCO).

References

  1. L. S. Ashkezari, H. J. Kaleybar, M. Brenna and D. Zaninelli, "E-bus Opportunity Charging System Supplied by Tramway Line: A Real Case Study," 2022 IEEE International Conference on Environment and Electrical Engineering and 2022 IEEE Industrial and Commercial Power Systems Europe (EEEIC / I&CPS Europe), Prague, Czech Republic, 2022, pp. 1-6, doi: 

    10.1109/EEEIC/ICPSEurope54979.2022.9854598. 

  2. Adegbohun, F.; von Jouanne, A.; Lee, K.Y. Autonomous Battery Swapping System and Methodologies of Electric Vehicles. Energies 2019, 12, 667. https://doi.org/10.3390/en12040667.

  3. M. Baumann, S. Rohr and M. Lienkamp, "Cloud-connected battery management for decision making on second-life of electric vehicle batteries," 2018 Thirteenth International Conference on Ecological Vehicles and Renewable Energies (EVER), Monte Carlo, Monaco, 2018, pp. 1-6, doi: 10.1109/EVER.2018.8362355. 

  4. Sheng Shui Zhang,The effect of the charging protocol on the cycle life of a Li-ion battery, Journal of Power Sources,Volume 161, Issue 2,2006,Pages 1385-1391,ISSN 0378-7753,

    https://doi.org/10.1016/j.jpowsour.2006.06.040.

  5. Wikner, E.; Thiringer, T. Extending Battery Lifetime by Avoiding High SOC. Appl. Sci. 2018, 8, 1825. https://doi.org/10.3390/app8101825

  6. Noshin Omar, Mohamed Abdel Monem, Yousef Firouz, Justin Salminen, Jelle Smekens, Omar Hegazy, Hamid Gaulous, Grietus Mulder, Peter Van den Bossche, Thierry Coosemans, Joeri Van Mierlo,Lithium iron phosphate based battery – Assessment of the aging parameters and development of cycle life model,Applied Energy,Volume 113,2014,Pages 1575-1585,

    ISSN 0306-2619, https://doi.org/10.1016/j.apenergy.2013.09.003.

  7. Zhao, Y.; Pohl, O.; Bhatt, A.I.; Collis, G.E.; Mahon, P.J.; Rüther, T.; Hollenkamp, A.F. A Review on Battery Market Trends, Second-Life Reuse, and Recycling. Sustain. Chem. 2021, 2, 167-205. https://doi.org/10.3390/suschem2010011

  8. Cole, Wesley, Vignesh Ramasamy, and Merve Turan. 2025. Cost Projections for UtilityScale Battery Storage: 2025 Update. Golden, CO: National Renewable Energy Laboratory. NREL/TP-6A40-93281. 

    https://www.nrel.gov/docs/fy25osti/93281.pdf.

  9. "Automotive Lead-Acid Battery Market Report," Research and Markets, Dublin, Ireland, Rep. CH 5044, Jan. 2025. [Online]. Available: https://www.marketsandmarkets.com/Market-Reports/automotive-lead-acid-batteries-market-33272549.html. [Accessed: Feb. 18, 2026].

  10. M. S. Ziegler and J. E. Trancik, "Re-examining rates of lithium-ion battery technology improvement and cost decline," Energy Environ. Sci., vol. 14, no. 4, pp. 1635-1651, 2021. DOI

    https://doi.org/10.1039/D0EE02681F.

  11. Dennis Doerffel, Suleiman Abu Sharkh,A critical review of using the Peukert equation for determining the remaining capacity of lead-acid and lithium-ion batteries,Journal of Power Sources,Volume 155, Issue 2,2006,Pages 395-400,ISSN 0378-7753,

    https://doi.org/10.1016/j.jpowsour.2005.04.030.

  12. Paul Ruetschi,Aging mechanisms and service life of lead–acid batteries,Journal of Power Sources,Volume 127, Issues 1–2,2004,Pages 33-44,ISSN 0378-7753,

    https://doi.org/10.1016/j.jpowsour.2003.09.052.

  13. B. Beszédes, "Hybrid Battery Bank Application in Energy Storage System," 2023 IEEE 23rd International Symposium on Computational Intelligence and Informatics (CINTI), Budapest, Hungary, 2023, pp. 000129-000134, doi: 10.1109/CINTI59972.2023.10381947. 

  14. Wu, X.; Chen, J.; Lin, T.; Li, Z.; Miao, C.; Gong, W. Energy Consumption Analysis and Thermal Equilibrium Research of High-Voltage Lithium Battery Electric Forklifts. Appl. Sci. 2025, 15, 9854. 

    https://doi.org/10.3390/app15189854

  15. USOH, Mohd Afifi; IBRAHIM, Mohd Zamri; DAUD, Muhamad Zalani. An improved rule-based control of battery energy storage for hourly power dispatching of photovoltaic sources. International Journal of Electrical and Computer Engineering (IJECE), [S.l.], v. 14, n. 4, p. 3783-3791, aug. 2024. ISSN 2722-2578. doi: http://doi.org/10.11591/ijece.v14i4.pp3783-3791.

Ethical Communication and Green Claims in Sustainable Marketing: Issues, Challenges
S. Arul Chinnappa Raj MBA - (HR & MARKETING), St. Joseph University, Tamil Nadu. Dr.J.Jeya Sunitha Associate Professor, Management Studies, St. Joseph University, Tamil Nadu.
Pages: 13-18 | First Published: 05 Mar 2026
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Abstract

Ethical communication is an essential element of sustainable marketing, especially in the use of green claims to communicate environmental responsibility. Green claims influence consumer perceptions and purchasing decisions; therefore, they must be accurate, transparent, and verifiable. However, the increasing use of vague or misleading environmental claims has raised ethical concerns and reduced consumer trust. And I am going to use the secondary data analysis to come to a conclusion. This paper examines ethical communication practices related to green claims and identifies key issues such as green washing, information asymmetry, lack of standardization, and regulatory challenges. It also discusses the importance of truthful messaging, evidence-based claims, and adherence to ethical guidelines in marketing communication. The study emphasizes that standardized and responsible green communication is necessary to protect consumers, enhance organizational credibility, and support sustainable development.

References

  1. Kotler, P. & Keller, K. L. (2016). Marketing Management (15th ed.), Pearson, p. 92

  2. Lyon, T. P. & Montgomery, A. W. (2015). “The Means and End of Green wash,” Organization & Environment, 28(2), p. 224.
  3. Murphy, P. E. et al. (2018). Ethical Marketing, Pearson, p. 41.
  4. Drumwright, M. E. & Murphy, P. E. (2009). “The Current State of Advertising Ethics,” Journal of Advertising, 38(1), p. 86.
  5. D’Souza, C. et al. (2007). “Green Advertising Credibility,” Journal of Consumer Marketing, 24(6), p. 373.
  6. Carlson, L., Grove, S. & Kangun, N. (1993). “A Content Analysis of Environmental Advertising Claims,” Journal of Advertising, 22(3), p. 31.

  7. Delmas, M. A. & Burbano, V. C. (2011). “The Drivers of Green washing,” California Management Review, 54(1), p. 65.

  8. Chen, Y.-S. (2010). “Green Trust,” Management Decision, 48(2), p. 313.

  9. Cho, C. H. et al. (2015). “Selective Disclosure,” Accounting, Auditing & Accountability Journal, 28(1), p. 84.

  10. Akerlof, G. A. (1970). “The Market for Lemons,” Quarterly Journal of Economics, 84(3), p. 489.

  11. ISO (2014). ISO 14021 Environmental Labels, p. 9.

  12. OECD (2018). Environmental Claims and Consumer Protection, p. 18

  13. Federal Trade Commission (FTC) (2020). Green Guides, p. 4.

Inclusive Marketing as a Social Sustainability Strategy: Market Challenges and Resilience of a Self-Made Transgender Professional in India
J. Arul raj Psychology (Research Scholar), Sunrise University, Alwar, Rajasthan, India.
Pages: 19-25 | First Published: 05 Mar 2026
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Abstract

Inclusive marketing is increasingly recognized as a critical dimension of social sustainability, particularly in emerging economies marked by social stratification and labour market exclusion. Transgender individuals in India face persistent discrimination, restricted employment opportunities, and social stigma, compelling many to pursue self-made professional pathways. This study examines how resilience enables a self-made transgender professional to navigate market exclusion and construct sustainable economic participation. Using a mixed-method case study approach, quantitative data were collected through the Gender Minority Stress and Resilience (GMSR) scale and the Transgender Resilience Scale (TRS), alongside qualitative narrative interviews. Findings indicate high resilience despite sustained exposure to minority stress, with resilience translating into adaptive marketing behaviours, trust-based customer relationships, and professional legitimacy. The study reframes inclusive marketing as an emergent, practice-based sustainability strategy rooted in lived resilience rather than corporate policy alone. Implications for sustainable marketing, social inclusion, and policy development are discussed.

Keywords: Inclusive marketing · Social sustainability · Transgender professionals · Market resilience · Informal entrepreneurship · India

References

  1. Badgett, M. V. L., Durso, L. E., & Schneebaum, A. (2013). Workplace discrimination and economic insecurity among transgender people. The Williams Institute.

  2. Bockting, W. O., Miner, M. H., Swinburne Romine, R. E., Hamilton, A., & Coleman, E. (2013). Stigma, mental health, and resilience in an online sample of the U.S. transgender population. American Journal of Public Health, 103(5), 943–951. 

  3. Brooks, V. R. (1981). Minority stress and lesbian women. Lexington Books.

  4. Chakrapani, V., Newman, P. A., Shunmugam, M., Kurian, A. K., & Dubrow, R. (2017). Barriers to free antiretroviral treatment access among kothi-identified men who have sex with men and aravanis (transgender women) in Chennai, India. AIDS Care, 29(7), 889–895.

  5. Cohen, S., & Wills, T. A. (1985). Stress, social support, and the buffering hypothesis. Psychological Bulletin, 98(2), 310–357.

  6. Frost, D. M., Lehavot, K., & Meyer, I. H. (2015). Minority stress and positive identity processes in lesbian, gay, and bisexual individuals. Journal of Counseling Psychology, 62(4), 509–519. 

  7. Hatzenbuehler, M. L. (2014). Structural stigma and the health of lesbian, gay, and bisexual populations. Current Directions in Psychological Science, 23(2), 127–132.

  8. Hendricks, M. L., & Testa, R. J. (2012). A conceptual framework for clinical work with transgender and gender nonconforming clients: An adaptation of the minority stress model. Professional Psychology: Research and Practice, 43(5), 460–467. 

  9. Kwon, P. (2013). Resilience in lesbian, gay, and bisexual individuals. Psychology of Sexual Orientation and Gender Diversity, 1(1), 121–131. 

  10. Lelutiu-Weinberger, C., Gamarel, K. E., Golub, S. A., & Parsons, J. T. (2013). Race-based discrimination, gender minority stress, and resilience among transgender women. AIDS and Behavior, 17(8), 2795–2803.

  11. Logie, C. H., Newman, P. A., Chakrapani, V., & Shunmugam, M. (2012). Adapting the minority stress model: Associations between gender-nonconformity stigma, HIV-related stigma and depression among men who have sex with men in South India. Social Science & Medicine, 74(8), 1261–1268.

  12. Logie, C. H., James, L., Tharao, W., & Loutfy, M. R. (2018). “We don’t exist”: A qualitative study of marginalization and intersectionality in health care for transgender women living with HIV in Ontario, Canada. Social Science & Medicine, 74(8), 1261–1268.

  13. McConnell, E. A., Birkett, M., & Mustanski, B. (2016). Typologies of social support and associations with mental health outcomes among LGBT youth. American Journal of Public Health, 106(4), 712–718.

  14. Meyer, I. H. (2003). Prejudice, social stress, and mental health in lesbian, gay, and bisexual populations: Conceptual issues and research evidence. Psychological Bulletin, 129(5), 674–697.

  15. Meyer, I. H. (2015). Resilience in the minority stress framework. Psychology of Sexual Orientation and Gender Diversity, 2(3), 209–213. 

  16. Pflum, S. R., Testa, R. J., Balsam, K. F., Goldblum, P. B., & Bongar, B. (2015). Social support, trans community connectedness, and mental health symptoms among transgender and gender nonconforming adults. LGBT Health, 2(3), 281–286.

  17. Riggle, E. D. B., Rostosky, S. S., McCants, L. E., & Pascale-Hague, D. (2014). The positive aspects of a transgender self-identification. Psychology of Sexual Orientation and Gender Diversity, 1(4), 398–411.

  18. Schilt, K., & Wiswall, M. (2008). Before and after: Gender transitions, human capital, and workplace experiences. American Sociological Review, 73(6), 973–998.

  19. Singh, A. A., Hays, D. G., & Watson, L. S. (2011). Strength in the face of adversity: Resilience strategies of transgender individuals. Journal of Counseling & Development, 89(1), 20–27.

  20. Smudde, P. M., & Courtright, J. L. (2010). Branding inclusive organizations: Equity, diversity and values alignment for marketing and social impact. Journal of Brand Strategy, 1(2), 154–165.

  21. Tilcsik, A. (2011). Pride and prejudice: Employment discrimination against openly gay men in the United States. American Journal of Sociology, 117(2), 586–626.

  22. Waite, S., & Denier, N. (2019). Workplace discrimination and wage inequality among sexual minorities. Industrial Relations, 58(3), 382–405. 

  23. Zimmerman, M. A. (2013). Resiliency theory: A strengths-based approach for public health. Annual Review of Public Health, 34, 399–419.

A Study on Work–Life Integration Practices for Staff Nurses in Private Hospitals of Tirunelveli District
Dr.M.Rajee Associate Professor, Department of Business Administration, Kamaraj College, Thoothukudi: V. Arumugam Part Time Research Scholar, Department of Business Administration, T. Xavier's College (Autonomous), Palaymkottai,
Pages: 26-34 | First Published: 05 Mar 2026
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Abstract

The present study examines work–life integration practices among staff nurses working in private hospitals in Tirunelveli District. Nurses play a crucial role in delivering quality healthcare services, but their profession often involves long working hours, shift duties, and high levels of responsibility. In this context, maintaining a balance between personal and professional life becomes essential. The study aims to analyses the challenges faced by nurses, assess their level of awareness, and examine the overall impact of work–life integration practices. Primary data were collected from 120 staff nurses using a structured questionnaire with a five-point scale. The findings indicate that workload, shift schedules, and limited flexibility influence work–life integration, while supportive policies can improve both personal well-being and professional performance. The study concludes that strengthening work–life integration practices in private hospitals can enhance nurse satisfaction and organizational effectiveness.

Keywords: Work–Life Integration, Staff Nurses, Private Hospitals, Workload, Job Satisfaction

References

  1. Lakshmi, R., &Priya, S. (2021). Work–life balance among staff nurses in private hospitals. International Journal of Healthcare Management, 8(2), 45–52.

  2. Kumar, P., & Devi, M. (2020). Work–life integration and occupational stress among healthcare professionals. Journal of Health and Social Sciences, 6(3), 112–120.

  3. Ramesh, K., &Anitha, V. (2022). Organizational support and work–life balance in hospitals. Indian Journal of Management Studies, 10(1), 78–86.

  4. Dousin, O., Collins, N., &Kler, B. K. (2019). Work–life balance and turnover intention among healthcare employees. Global Business Review, 20(1), 1–14.

  5. Azeem, S. M., &Akhtar, N. (2014). The influence of work–life balance and job satisfaction on organizational commitment of healthcare employees. International Journal of Human Resource Studies, 4(2), 18–30.

Scope 3 Emissions Complexity: Strategies for SMEs to Map and Mitigate Supplier Impacts
K.Gayathri Doctoral Research Scholar, Department of Management Studies Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli: Dr.P.Ravi Professor, Department of Management Studies Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli.
Pages: 35-42 | First Published: 05 Mar 2026
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Abstract

Small and medium-sized enterprises (SMEs) confront formidable obstacles posed by Scope 3 emissions, which encompass indirect greenhouse gases arising throughout their supply chains—encompassing procured raw materials, inbound transportation, and resultant waste from suppliers. For the majority of SMEs, these emissions constitute 70-90% of their aggregate carbon footprint, substantially eclipsing direct operational outputs. Compounding this challenge are constrained financial resources, incomplete data from reticent suppliers, and limited leverage to enforce modifications. 

This study delineates pragmatic methodologies to address these exigencies. Initial mapping entails analyzing expenditure records or sector benchmarks to identify predominant emission sources, revealing that frequently 20% of suppliers account for 80% of impacts—thus warranting focused scrutiny. 

Mitigation hinges upon collaborative supplier initiatives: convening instructional seminars, piloting substitutions of high-emission materials with sustainable alternatives (e.g., proximate procurement or recycled inputs), and refining logistics to minimize inefficiencies. Empirical instances demonstrate 20-40% reductions within two to three years, alongside advantages like preferential contracts from sustainability-conscious clientele. 

Keywords: Indirect greenhouse gases, Supply chains, Raw materials, Carbon footprint

References

  1. AKM Mohsin,Md. Rashed, Markus Gerschberger, Sayed Farrukh Ahmed, Michael Plasch, Arifur Rahman, Md Asad Noor (2025), Can supply chains decarbonize? Exploring the potential of scope 3 emission reduction for sustainable transformation.

  2. Nadja Buchenau, Jannik Oetzel, Ron-Hendrik Hechelmann(2025), Category-specific benchmarking of Scope 3 emissions for corporate clusters

  3. Marino Yago Fagundes Alves, Luciana Marques Vieira, Raul Beal Partyka (2024), Suppliers' GHG mitigation strategies (Scope 3): the case of a steelmaking company

  4. Konstantinos Salonitis, John Patsavellas & Cristina Garcia Llubia (2026), Assessing scope 3 transportation emissions: A calculation tool for sustainable manufacturing

  5. Anirudh Parupalli (2025), Sustainable Supply Chain Practices for Scope 3 Emissions Mitigation: An Integrated Modeling and Optimization Perspective

  6. Aurel Stenzel & Israel Waichman (2023), Supply-chain data sharing for scope 3 emissions.

  7. Rui Luo, Qingge Geng, Chuan Shi, Chuangyin Dang (2025), A Multi-Tier Methodology for Scope 3 Emissions Accounting in Complex Supply Chains: Mathematical Framework and Empirical Insights from China

  8. Leticia Canal Vieira, Mariolina Longo, Mura Matteo (2024), Impact pathways: the hidden challenges of Scope 3 emissions measurement and management

Financial Performance of N.P.K.R. Ramasamy Co-Operative Sugar Mills Ltd Mayiladuthurai
M. Kannan Ph.D., Research Scholar, P.G and Research Department of Commerce: Dr.R.Mayakkannan Associate Professor and Research Supervisor, P.G and Research Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 43-49 | First Published: 05 Mar 2026
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Abstract

“Sugar is sweet but producing of sugar is not that much of sweet”. Every crystal required at least a drop of sweet.  Sugar factory is an agro-based industry.  Almost, all the sugar factories improving the economic conditions of the particular rural area by contributing its own share to the nation. The raw material for sugar factory is sugar cane, besides a main product of sugar that comes under the essential commodities act. The By-products are molasses, Bagasse and Press mud. The sugar factory gives direct and indirect employment opportunity of the people in that area. The sugar factories are also earning foreign exchange by way of export of sugar. India is the fourth major sugar producing country in the world. The first three are Russia, Brazil and Cuba in the order. Sugar Industries occupies an important place among organized industries in India. It ranks third largest industry in terms of its contribution to the net value added by manufacture and Employment. Now there are 420 sugar factories in India with the total installed capacity of 15 million tons.

Keywords:  Sugar Industry, Financial performance, Profit Allocation, Production Cost, Working capital, Staff position.

References

  1. “Co-operation in Indian Sathya Bhawan Agra, 1992 by DR.B.S. Mathur.
  2. “Indian Economics” Third edition S.Chands and company limited, ram nagar New Delhi 1986. by MR.K.K.Deweit
  3. “Business Management” Sultan Chand & sons fourth edition, 23 Daryagani, New Delhi-110002 by Mr.dinkar pagare.
  4. “Bylaws” of N.P.K.R.R co-operative sugar Mill ltd, Thalainayar.
A Study on Circular Economy Implementation Barriers among MSMEs in Tamil Nadu
K. Murugan Research Scholar, Department of Management studies, Manonmaniam Sundaranar University, Tirunelveli: Dr K.N. Marimuthu Assistant Professor, Department of Management studies, Manonmaniam Sundaranar University, Tirunelveli.
Pages: 50-60 | First Published: 05 Mar 2026
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Abstract 

This paper delves into the financial, technological, awareness, and policy, related factors that restrain MSMEs in Tamil Nadu from making the transition from a linear economy to a circular economy model that is environmentally, socially, and economically sustainable. It fills the research gap by pinpointing location, specific obstacles and offering in, depth knowledge and suggestions for sustainable development. Based on secondary data, the study utilizes materials such as journal articles, books, reports, and conference papers obtained via Google Scholar and analyzed through a systematic review of the literature. The goals are to comprehend the circular economy concept in MSMEs and to recognize the principal barriers to its implementation. The study, uncovering a slew of issues, mentions the main challenges as the shortage of finance, lack of proper technology, unawareness, poor policy support, unstable market, supply chain problems, and deficiency of skills. It puts forward the necessity of a more robust policy framework, easing of finance and technology acquisition, launching of awareness campaigns, and initiation of skill development programs, all aimed at equipping MSMEs with the ability to adopt circular economy measures and thus attain sustainable and inclusive growth

Keywords: Circular Economy, MSMEs, Implementation Barriers, Sustainable Development

References

  1. Khanna, K., Kuik, S., & Ban, J. (2023). Exploring the challenges and opportunities of SMEs’ transition to circular economy: Case study. European Economic Letters, 13(5).

  2. Garg, A., Sharma, R., & Saini, C. P. (2025). A study on circular economy adoption in Indian MSMEs: Exploring the circular economy practices in large industry. Journal of Social Review and Development, 4(Special Issue 1), 64–74. https://doi.org/10.64171/JSRD.4.S1.64-74

  3. Jayasubramanian, P., Manoj, S., & Dharun, M. (2024). A study on opportunities and challenges faced by MSMEs with special reference to Tirupur District. International Journal of Humanities Social Science and Management (IJHSSM), 4(2), 1054–1061.

  4. Kaswan, M. S., Sabale, D. B., & Rathi, R. (2023). Integrating circular economy aspects with manufacturing planning: An MSME perspective. E3S Web of Conferences, 453, 01007. 

    https://doi.org/10.1051/e3sconf/202345301007

  5. Mishra, S., & Sahoo, D. (2025). Circular economy adoption in MSMEs: Unveiling enablers and barriers. International Journal of Development Issues, 24(2), 237–263. https://doi.org/10.1108/IJDI-06-2024-0163

  6. Vedula, B. B., Nudurupati, S. S., Kondala, M., & Pappu, R. P. (2024). Adoption of circular economy: A case study of SMEs in Visakhapatnam, India. Journal of the Institution of Engineers (India): Series C. https://doi.org/10.1007/s40032-024-01063-x

  7. Singh, M. P., Chakraborty, A., & Roy, M. (2017). Developing an extended theory of planned behavior model to explore circular economy readiness in manufacturing MSMEs, India. Resources, Conservation & Recycling. https://doi.org/10.1016/j.resconrec.2017.07.015

  8. Mishra, S., Sahoo, D., & Mohapatra, S. (2025). Circular economy adoption in MSMEs: Unveiling enablers and barriers (MPRA Paper No. 124196). Munich Personal RePEc Archive. https://mpra.ub.uni-muenchen.de/124196/

  9. Mishra, S., Sahoo, D., & Mohapatra, S. (2025). Barriers to circular economy adoption in MSMEs: A WINGS analysis of challenges in developing economies. Circular Economy and Sustainability, 5, 4919–4944. https://doi.org/10.1007/s43615-025-00668-3

  10. Binek, D., & Al-Muhannadi, K. (2020). Small and medium-sized enterprises within the circular economy: Challenges and opportunities. Hungarian Agricultural Engineering, (37), 5–13. https://doi.org/10.17676/HAE.2020.37.5

  11. Chakraborty, A., De, D., & Dey, P. K. (2025). Circular economy in small and medium-sized enterprises—Current trends, practical challenges and future research agenda. Systems, 13(3), 200. https://doi.org/10.3390/systems13030200

  12. Izos, V., Behrens, A., Kafyeke, T., Hirschnitz-Garbers, M., & Ioannou, A. (2015). The circular economy: Barriers and opportunities for SMEs. Centre for European Policy Studies (CEPS).

Indian Banking Sector – Challenges and Opportunities
Dr.S.Muruganandham Assistant Professor of Commerce, Annai Therasa Arts and Science College, Thirukazhukundram (TK), Chengalpet (Dist)
Pages: 61-73 | First Published: 05 Mar 2026
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Abstract

The financial industry, with the banking sector as its most significant component, plays a crucial part in developing both individuals and nations. Financial institutions manage a considerable portion of the money circulating within the economy. They serve as the principal drivers of a country’s economic advancement. Thus, a robust banking and finance system is essential for a nation aspiring to develop. It is crucial for progress, job creation, wealth generation, poverty alleviation, fostering entrepreneurial initiatives, and boosting the gross domestic product. Presently, banking is increasingly referred to as innovative banking. The rise of information technology has led to new developments in product design and their provision in the banking and finance sectors. The primary focus lies on enhancing customer service and ensuring client satisfaction. One of the most notable effects of IT is the introduction of alternatives to conventional funds transfer services. The emergence of electronic banking, electronic funds transfers, and related offerings has enabled fund transfers within timelines that would have seemed unattainable just a few years back. The growth of networking and internet connectivity has introduced new challenges concerning the security, privacy, and confidentiality of transactions. Ultimately, the banking sector must develop a novel business model by enhancing management, customer services, and providing a diverse range of products while controlling expenses to remain sustainable in the long term. This document aims to outline the newly surfacing trends and the challenges that have arisen within the banking industry. It should serve as a resource for academics, banking and insurance professionals, financial advisors, students, and researchers. General audiences may also find the content enlightening and educational. Key phrases: Financial industry, Banking industry, E-Banking, Innovative banking, Information.

Key words: Financial sector, Banking sector, E-Banking, Innovative banking, Information Technology, Electronic Fund Transfer.

References

  1. Santosh Kumar Das (2021): Performance of the Indian Banking Sector: Impact of Reform. 

  2. Dr.A.Arumugam, Dr. G. Selvalakshmi (2014): Impact of Banking Sector Reforms in India in the Post-Reforms Era

  3. Narasimham Committee-I (1991) report and the Narasimham Committee-II (1998) report

  4. Indian Brand Equity Foundations- The Indian Banking sector: Recent development Growth & Prospects 2024: www.ibef.org.

  5. Goyal, K. A. and Joshi, V. “Mergers in Banking Industry of India: Some Emerging Issues”. Asian Journal of Business and Management Sciences, 1(2): 157-165,

Sustainability and Consumer Behaviour: The Impact of Eco-Preference on Willingness to Pay for Sustainable Products
Rama lakshmi Assistant professor, Department of Business Administration, Syed Ammal Engg College. Noorul fowmitha P.G. Student, Department of Business Administration, Syed Ammal Engg College. Ramanathapuram, Tamil Nadu.
Pages: 74-84 | First Published: 05 Mar 2026
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Abstract

Environmentally and socially responsible business practices have increased through the impact of sustainable marketing campaigns, but this has not resulted in a clear pattern of consumer activity. Therefore, effectively engaging consumers has become an essential strategy for encouraging sustainable consumption patterns. This paper will discuss sustainability in consumer engagement and its importance.

A conceptual and analytical research methodology that is based on an extensive review of current literature on sustainable marketing, consumer engagement, and consumer behavioural theories is used in this research. The integration of this literature will allow this research to analyze essential consumer engagement strategies that include trust-building communication styles, open communication, ethical communication styles, incentive-based engagement styles, and avoiding greenwashing.

This research has shown that sustainable consumer engagement is an essential intermediary between sustainability awareness and actual consumer behavioural outcomes. Consumer engagement styles that align with consumer values and reduce consumer scepticism while increasing perceived trustworthiness are more effective in creating sustainable consumer behaviours. Furthermore, this research has highlighted that information-based consumer awareness is not enough without actual engagement that encourages emotional relationships and trust.

Keywords: Ethical communication, trust, sustainable marketing, behaviour change, sustainable consumer engagement.

References

  1. Ahn, J., & Kwon, H. (2023). Exploring multidimensional consumer engagement with environmental values and emotional commitment in sustainable consumption. *Journal of Environmental Psychology*, 45(1), 55-72. 

  2. Baker, S., & Green, T. (2022). Drivers of sustainable behavior: The role of social norms and perceived consumer effectiveness. *Sustainability Science Review*, 37(4), 210-228. 

  3. Chen, L. (2023). The impact of information dissemination and educational interventions on sustainable consumer knowledge and behavior. *International Journal of Consumer Studies*, 47(2), 134-150.

  4. Davis, R., & Lee, M. (2021). Social influence and community engagement as mechanisms reinforcing sustainable consumer habits: A literature review. *Journal of Sustainable Consumption Studies*, 15(2), 123-138.

  5. Evans, S., & White, K. (2022). Applications of behavioral models to sustainable consumer behavior change. *Behavioral Sustainability Journal*, 29(3), 98-115.

  6. Foster, P. (2023). Barriers to sustainable consumer engagement: An integrated approach. *Journal of Marketing for Sustainability*, 12(1), 44-60. 

  7. Garcia, M., & Patel, R. (2022). Technological interventions for promoting sustainable consumer engagement: Digital platforms and gamification. *Journal of Digital Sustainability*, 8(3), 77-93.

  8. Huang, Y., & Singh, A. (2023). Corporate social responsibility and consumer trust in sustainable markets. *Journal of Business Ethics*, 180(2), 345-362. 

  9. Ivanov, D., & Kim, S. (2021). Measurement and evaluation methods for sustainable consumer engagement. *Sustainability Metrics Quarterly*, 6(4), 201-219. 

  10. Jones, L., & Carter, B. (2023). Policy frameworks and multi-stakeholder collaboration for scaling sustainable consumer behavior. *Environmental Policy Review*, 14(1), 5-23. 

  11. Kumar, N., & Sharma, P. (2022). Eco-preference and willingness to pay: Predictors of sustainable purchase behavior. *Journal of Consumer Research in Sustainability*, 19(2), 88-104.

  12. Lopez, R., & Zhang, W. (2023). Psychological drivers and the attitude-behavior gap in sustainable consumer decision-making. *Journal of Environmental Psychology*, 46(1), 112-129. 

  13. Morris, J., & Thompson, E. (2022). Digital marketing strategies for promoting sustainable consumption: Effectiveness and challenges. *Journal of Marketing Communications*, 28(3), 210-227. 

  14. Nguyen, T., & Wallace, J. (2023). Social exclusion, prosocial behavior, and sustainable consumer engagement. *Journal of Social Psychology and Sustainability*, 11(2), 59-76. 

  15. O’Connor, D., & Li, H. (2021). Pricing strategies, eco-branding, and consumer willingness to engage sustainably. *Journal of Sustainable Marketing*, 7(4), 142-158.

How can Marketing-Related ESG Disclosures be Identified in Sustainability Reports? Evidence from Housing Development Finance Corporation Limited Bank (FY 2024–25)
A. Sam Joseph Anto Doctoral Research Scholar (Full Time), Dr. N. Rajalingam Professor and Head, Research Supervisor, Department of Management Studies, Manonmaniam Sundaranar University, Tirunelveli, Tamil Nadu, India.
Pages: 85-94 | First Published: 05 Mar 2026
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Abstract

Environmental, Social, and Governance (ESG) reporting represents a vital channel by which businesses disclose their operations and communicate with their stakeholders. Social and governance aspects, as well as environmental initiatives. A Marketing ESG Disclosure Mapping Framework is created and utilized in this article to scrutinize how marketing, related ESG disclosures could be accurately located in sustainability reports. A qualitative, theory, driven document analysis methodology was employed for the analysis of the single case study of Housing Development Finance Corporation Bank's Sustainability Report (FY 2024-2025). The framework is a marketing, and ESG, related disclosure matrix that maps the natural domain of the ESG disclosure against the product, price, place, promotion, people, process, physical evidence) extended marketing mix (7Ps), and relationship marketing theory, derived marketing constructs. The study discloses that marketing, related disclosures are extensively interwoven within the four report components of digital transformation, customer centricity, sustainable finance, and social inclusion. The quantitative metrics of brand valuation, Net Promoter Score (NPS), digital engagement metrics, and green financing data add to the believability and showcase the strategic conjunction of sustainability and business growth. Notwithstanding, the lack of a separate sustainable marketing section as well as marketing, specific ESG performance indicators points to structural disintegration. This research offers a well, organized analytical method to connect marketing theory and ESG disclosure practices.

Keywords: Marketing-Related ESG Disclosures; Sustainability Communication; ESG Transparency; Relationship Marketing; Integrated Reporting.

References

  1. Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), 8-19.

  2. Eccles, R. G., Ioannou, I., & Serafeim, G. (2014). The impact of corporate sustainability on organizational processes and performance. Management science, 60(11), 2835-2857.

  3. Elkington, J., & Rowlands, I. H. (1999). Cannibals with forks: The triple bottom line of 21st century business. Alternatives Journal, 25(4), 42.

  4. Freeman, R. E. (2010). Strategic management: A stakeholder approach. Cambridge university press.

  5. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.

Websites

  1. HDFC Bank. (2025). Integrated Annual Report FY 2024–25. Retrieved from https://www.hdfcbank.com viewed on 22nd December, 2025.

  2. Global Reporting Initiative (GRI). (2021). GRI Standards. https://www.globalreporting.org viewed on 22nd December, 2025.

  3. Ministry of Corporate Affairs, Government of India. (2021). Business Responsibility and Sustainability Reporting (BRSR) Framework. https://www.mca.gov.in viewed on 2nd January, 2026.

Iterative Sustainable Practices Fosters Conglomeration in a First-Generation Entrepreneur an Analysis of KPR Group Using Integrative Justice Model
R.Soniya Doctoral Research Scholar, Department of Management Studies, G. Magesh Kuttalam Assistant Professor, Department of Management Studies Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli, TamilNadu, India.
Pages: 104-116 | First Published: 05 Mar 2026
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Abstract 

Amidst a highly competitive market, sustainability practices in marketing are vital for business owners looking in new areas, competing against established companies, and guarantee sustainable business growth over the long term. This research examines the ways in which these entrepreneurs implement sustainable marketing practices employing an Integrative Justice Model (IJM) as a conceptual framework. Through one case study on KPR Mills, the researcher examines the existence of sustainable marketing practices in a first-generation portfolio business. The study moved in the ways in which concepts like fairness stakeholder dignity, mutual valuation, as well as long-term social well-being are integrated in marketing plans. The analysis shows that sustainable strategies helps entrepreneurs build trust relationships with customers in addition of having advantage in competition. These practices ultimately aid in sustained growth of the business and the development of the institution in to a multi-faceted portfolio entrepreneur in conglomerate business.

Keywords:  Sustainable Marketing, Integrative Justice Model, First-Generation Portfolio Entrepreneur, Long-Term Sustainability.

References

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  2. Carbonara, N., Pellegrino, R., & Panniello, U. (2019). Portfolio entrepreneurship: A systematic literature review and future research directions. Journal of Small Business Management, 57(4), 1637–1662. https://doi.org/10.1111/jsbm.12462

  3. Carter, S. (1998). Portfolio entrepreneurship in the farm sector: Indigenous growth in rural areas? Entrepreneurship & Regional Development, 10(1), 17–32. https://doi.org/10.1080/08985629800000002

  4. Carter, S. (1998). Portfolio entrepreneurship in the farm sector: Indigenous growth in rural areas? Entrepreneurship & Regional Development, 10(1), 17–32. https://doi.org/10.1080/08985629800000002

  5. Donckels, R., Dupont, B., & Michel, P. (1987). Multiple business ownership and self-employment: An exploratory study. Journal of Small Business & Entrepreneurship, 5(1), 67–77.

  6. Facca-Miess, T. M., & Santos, N. J. C. (2014). Fostering fair and sustainable marketing for social entrepreneurs. Journal of Marketing Management, 30(5–6), 512–536. https://doi.org/10.1080/0267257X.2014.893248

  7. Iacobucci, D. (2002). Explaining business start-ups: Multiple founders and business portfolios. Small Business Economics, 19(3), 261–275. https://doi.org/10.1023/A:1019602926279

  8. Iacobucci, D. (2002). Explaining business start-ups: Multiple founders and business portfolios. Small Business Economics, 19(3), 261–275. https://doi.org/10.1023/A:1019602926279

  9. Iacobucci, D. (2002). Explaining business start-ups: Multiple founders and business portfolios. Small Business Economics, 19(3), 261–275. https://doi.org/10.1023/A:1019602926279

  10. Iacobucci, D., & Rosa, P. (2003). Growth, diversification, and business group formation in entrepreneurial firms. Small Business Economics, 21(3), 289–306. https://doi.org/10.1023/A:1025627603124

  11. Iacobucci, D., & Rosa, P. (2003). Growth, diversification, and business group formation in entrepreneurial firms. Small Business Economics, 21(3), 289–306. https://doi.org/10.1023/A:1025627603124

  12. Karthikeyan, D. R. (2023, December). Rags to riches – Hard work, dedication, compassion: Incredible contribution to environment and women empowerment (Issue No. 43). DRK’s News Letter

  13. KPR Mill Limited. (n.d.). Dr. K.P. Ramasamy's story | KPR Mills Coimbatore [Video]. YouTube. https://www.youtube.com/watch?v=rHa1i0VnUDY

  14. KPR Mill Limited. (n.d.). KPR Mill Limited. https://www.kprmilllimited.com/

  15. Mamatova, N., Hechavarría, D. M., & Brush, C. G. (2020). Women entrepreneurs and portfolio entrepreneurship: The role of human, social, and financial capital. International Entrepreneurship and Management Journal, 16(4), 1501–1525. https://doi.org/10.1007/s11365-019-00634-0

  16. Oxenfeldt, A. R. (1943). New firms and free enterprise: Pre-war and post-war aspects. American Council on Public Affairs.

  17. Santos, N. J. C., & Laczniak, G. R. (2009b). Marketing to the poor: An integrative justice model for engaging impoverished market segments. Journal of Public Policy & Marketing, 28(1), 3–15. https://doi.org/10.1509/jppm.28.1.3

  18. Santos, N. J. C., & Laczniak, G. R. (2012). Marketing to the base of the pyramid: A corporate responsibility approach with case-inspired strategies. Business and Politics, 14(1), Article 4. https://doi.org/10.1515/1469-3569.1364

  19. Trendlyne. (n.d.). KPR Mill Ltd. – Latest news, research reports, and stock updates. Retrieved February 24, 2026, from https://trendlyne.com/latest-news/only-news/764/KPRMILL/kpr-mill-ltd

  20. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036

  21. Westhead, P., & Wright, M. (1998a). Novice, portfolio, and serial founders: Are they different? Journal of Business Venturing, 13(3), 173–204. https://doi.org/10.1016/S0883-9026(97)00002-1

Foreign Investment in India in Telecommunication Industry
A. Poorani Assistant Professor, Department of Business Administration, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 117-124 | First Published: 05 Mar 2026
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Abstract

Economic history demonstrates that the nations currently regarded as developed achieved their status with the assistance of foreign investments. For instance, England obtained loans from Holland during the 17th and 18th centuries, while the United States secured funding from both England and France, and Russia received financial support from the United States. China also relied on monetary assistance from Russia. A nation in development like India may seek foreign investments due to several reasons, including low capital generation, the necessity for elevated levels of investment, the establishment of fundamental economic infrastructure, the utilization of productive resources, technological lag, achieving a favorable balance of payments, and addressing the absence of private entrepreneurship. Thus, similar to other nations, India also relies on foreign investments and technology to enhance its economic growth. Since the adoption of 'Manmohanomics' under PV Narasimha Rao's administration in 1991, Foreign Direct Investment (FDI) has been regarded as a mechanism to elevate underdeveloped countries to advanced status. Following this, every administration has advocated for the growth of FDI. When India’s government liberalized cellular telecommunications for private sector involvement, numerous foreign investors expressed interest in participating in India’s telecom market. However, surpassing other sectors in manufacturing and services, Indian telecommunications witnessed a significant influx of FDI starting in August 1991. According to data from Investindiatele.com, an online platform monitoring advancements in the Indian telecom field, the Indian telecom sector accumulated actual FDI totaling Rs 9576.40 crore from the late 1991 to early 2003 period. A large portion of the total FDI within the Indian telecom industry has been allocated to investment in holding companies, with subsequent investments in cellular networks, production, and consultancy. This paper aims to analyze the current global investment trends in the telecommunications sector. It indicates that a consistent, transparent, and equitable regulatory framework is the most effective strategy for attracting increased foreign investment. Investment influx into telecommunications fosters technology transfer, substantial capital inflow, and heightened market competition, which collectively contribute to the growth of the national telecommunications landscape. The execution of liberalized investment in telecommunications is anticipated to yield significant advantages not only for the telecommunications sector but also for the national economy as a whole. 

References

  1. Alexander Gerschenkron, (1966), “Economic Backwardness in Historical Perspective: A Book of Essays;” Cambridge: Harvard University Press, 21-85. 

  2. Avi Nov, (2004), “Tax Incentives To Entice Foreign Direct Investment: Should There Be A Distinction Between Developed Countries And Developing Countries?” Virginia Tax Review, 23, 685-697. 

  3. Barry Eichengreen; (2002), “The Globalization Wars: An Economist Reports From the Front Lines;” Foreign Affairs, July/August 2002. 

  4. Calvin A. Hamilton & Paula I. Rochwerger, (2004), “Trade and Investment: Foreign Direct Investment through Bilateral and Multilateral Treaties;” New York International Law Review, 18, 1-66. 

  5. Chang, Ha-Joon, Hong-Jae Park, and Chul Gyue Yoo; (1998), “Interpreting the Korean Crisis - Financial Liberalization, industrial Policy, and Corporate Governance;" Cambridge Journal of Economics, 22, 6. 

  6. Scott S. Quillin, (2003), “The World Trade Organization and Its Protection of Foreign Direct Investment: The Efficacy of the Agreement on Trade-Related Investment 

  7. Round of the WTO and the Future of International Trade;” International and Comparative Law Quarterly, 52, 425-443. 

Investors’ Attitude towards various Investment Avenues in Kancheepuram District
Dr S.Umamageswari Assistant professor, Department of Business Administration, Sri Sankara Arts and Science College, Enathur Kanchipuram.
Pages: 125-132 | First Published: 05 Mar 2026
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Abstract

Investors possess numerous options to allocate their savings. The associated risks and potential gains from these options vary significantly. Typically, investors desire higher returns while facing relatively lower risks. In this context, financial advisors and consultants provide an array of recommendations to investors. There is limited literature addressing the perspectives of investors regarding different investment options, which has not yielded substantial insights. This research aims to determine the primary intentions of investors in Coimbatore District concerning their investments and to evaluate their perspectives on various investment options. Demographic information and investment goals have been collected from the participants, and the correlation between these factors has been analyzed. The sentiments of the participants towards the chosen investment options have been assessed and ranked. Additionally, the research provides recommendations for investors concerning their investment choices.

References

  1. Abdisalam Ali Ibrahim Rustam Rahmatovich Vosilov (2008), “Financial Risk Tolerance: Differences between Women and Men”, Bachelor’s Thesis, Fall Semester 2008, Umeå School of Business, Umeå University. 

  2. Ajmi Jasim (2008), “Risk Tolerance of Individual Investors in an Emerging Market”, International Research Journal of Finance and Economics, No. 17, ISSN 1450-2887. 

  3. Chitra K and Sreedevi V R (2011), “Does personality Traits Influence the Choice of Investment?”, The Icfai University Journal of Behavioral Finance, Vol. 8, No. 2, pp. 47-57. 

  4. Davar Yesh Pal and Gill Suveera (2009), “Antecedents of Households’ Investment Decision-Making process: A study of the Indian Households”, South Asian Journal of Management, Vol. 16, No. 4, pp. 44-75. 

  5. Felton James, Gibson Bryan and Sanbonmatsu David (2003), “Preference for Risk in Investing as a Function of Trait Optimism and Gender”, The Journal of Behavioral Finance, Vol. 4, No. 1, pp. 33-40. 

  6. Gupta L C, Gupta C P and Jain N (2001), “Indian Households’ Investment Prefernces: A Survey”, Society of Capital Market Research and Development, Alankrit printers, New Delhi. 

A Study on Lunar Effect of Volatility and Causality for Returns of Selected Sectoral Indices in National Stock Exchange
R. Mayakkannan: Dr. S. Makeshkumar
Pages: 133-150 | First Published: 05 Mar 2026
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Abstract         

Doubtlessly, even today there have been wide suppositions that moon cycle impacts human lead. Generally, people all through the planet perceive that tendency and Causality for Returns impact prompts expanding the inclination for the insane issue, hostilities and other beast lead. Close to this, the monetary partner nearly unequivocally perceives that lunar stages also influence the protections trade. They think buying shares during inconsistency and Causality for Returns is nostalgically significant for the cash related partner to get the normal advantage. Customarily the offer worth progress of the certifications changes the datum relating to more humble than anticipated and colossal degree cash related components in Indian protections trade there radiates an impression of being high instability in light of various immense expansion financial sections. In this evaluation two kinds of data are used one is cash related trade data and the condition of flimsiness and Causality for Returns of Selected Sectoral Indices in National Stock Exchange. For cash related trade data, it consolidates the one small step at a time closing expense of top five sectoral reports in NSE subject to Turn over see as on 31.03.2021. The standard issue is to disconnect whether the contributing during full moon day gets the best yield or new moon day gets the best yield. 

Keyword: Lunar Effect, Volatility and Causality, National Stock Exchange

References

  1. Anthony F. HERBST (2007). Lunacy in the Stock Market – What is the Evidence? Journal of Bio-Economics. 9, 1-18. 

  2. Vijayakumar  and Mayakkannan (2021) Impact on risk quantification of Indian equity markets adopted by beta analysis: Turkish Journal of Physiotherapy and Rehabilitation; 32(2) ISSN 2651-4451 | e-ISSN 2651-446X; Pages : 1923-1928

  3. Reena Andrew and Wilson(2019) A Methodical Study on the role of Foreign Direct Investment in Higher Education Sector in Kerala; Emperor Journal of Economics and Social Science Research; Volume- I Issue- 4April– 2019;  https://doi.org/10.35338/ejessr.2019.1402 

  4. Shyamala. (2019) Investors behavior in Stock market with special reference to Palakkad District; Emperor Journal of Economics and Social Science Research; Volume- I Issue- 4April– 2019; https://doi.org/10.35338/ejessr.2019.1601 

  5. Malik R. Elhaj (2020) Cognizance Level of Retail Investors with reference to Mutual Fund Investment – An Empirical Study; Emperor International Journal of Finance and Management Research; ISSN:2395-5929; Vol VI, Issue IV, May 2020, Pp 28-32

  6. Vijaya Kumar and Balaguru (2019) Rescaled Range Analysis – A Comparative Study on Bombay Stock Exchange and National Stock Exchange; Emperor International Journal of Finance and Management Research volume 05 issue 04 pages 44 to 55; https://doi.org/10.35337/eijfmr.2019.5408 

  7. Campbell, D. E and Beets, J.L. 1978.Lunacy and the moon. Psychological Bulletin 85, 1123-1129. 

  8. Chandy (2007) “Does Full or new moon influence the stock market? A Methodological Approach”. Journal of Financial Management & Analysis 20, 1, 30-35.

  9. Coval,J.D and Shumway,T.,(2005) “Do behavioral biases affect prices? Journal of Finance 60 (1), 1- 34.

  10. Cyr, J.J and Kaplan, R.A., 1987. The lunar-lunacy relationship: a poorly evaluated hypothesis, Psychological Reports 62, 683 – 710. 

  11. Danzl,D.F., (1987)  “Lunacy” Journal of Emergency Medicine 5, 91-95.

  12. Dichev, I.D., Janes, T.D., 2003. Lunar cycle effects in stock returns. Journal of Private Equity 6 (Fall), 8-29. 

  13. Fatma Hammami and Ezzeddine ABAOUB (2010). Lunar Phases, Investor Mood, and the Stock Market Returns: Evidence from the Tunisian Stock Exchange, Global Journal of Finance and Management, ISSN 0975-6477 Volume 2, Number 1, pp1-18.

  14. Hirshleifer and Shumway (2003) “Good day sunshine: stock returns and the weather” Journal of finance 58, 1009-1032.

  15. J.G.Garza-Garcia and Y.Yue., 2010. International Determinants of Stock Market Performance in china; A Co-integration Approach. ISSN 2041-1596.

  16. Kamstra,M.J., kramer,L.A and levi.,M.D., (2003) “Winter blues :seasonal effective disorder and stock market returns “ American Economic review 93(1),324 – 343.

  17. Katzeff, Paul. (1981) “Moon Madness And Other Effects Of The Full Moon” Citadel Press,Secaucus,NJ.

  18. Kelly,D.M.,(1942) “Mania and the Moon”. Psychoanalytic review 9, 406-426.

  19. Quinghui Gao (2009) “lunar phases effect in Chinese Stock Returns”. Business Intelligence and Financial Engineering,2009. Vol. 682-685. 

  20. S.Shetty and P.Haensly (2007) “Does full or new moon influence stock market? A methodological approach” Journal of Financial Management and Analysis. 20, No, 1, January- June 2007.

  21. Sarbapriya Ray (2012). Testing Granger Causal Relationship between macroeconomic Variables and Stock price Behavior: Evidence from India. Advances in Applied Economics & Finance Vol.3, No.1,2012, ISSN 2167 -6348.

  22. Shu-Ing Liu (2009). “Beyesian analysis of lunar effect in stock returns” IUP Journal of behavioral Finance. Sep 2009, Vol.6 issue 3/4 - 67.

  23. Yi-Hsien Wang and Wei-Ling Chen., (2010). Does lunar cycle effect exist? Lunar phases and stock return volatilities: African Journal of Business management 4(18), pp.3892-3897. 

  24. Yuan (2006) “Are investors Moon struck? Lunar phases and stock return” The Journal of Empirical finance 13 (1):  1-23.

A Study of Consumer Awareness in BOPS (Buy Online Pick Up in Store) Adoption among Urban Shoppers in Chennai
Alice Debra Eden Research Scholar, Dr. T. Shirley Devakirubai Associate Professor, Department of Commerce, Madras Christian College, East Tambaram, Chennai- 59.
Pages: 151-160 | First Published: 05 Mar 2026
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Abstract

Buy Online Pick Up in Store (BOPS) is a shopping method where you pay for an item through a website or app and then go to the physical store to collect it yourself instead of waiting for home delivery. The BOPS is been implemented in few shops in Chennai city like Decathlon, Zara, Reliance Smart, Croma, Starbucks etc. in name called “Click & Collect”. So, this researcher paper focuses on the consumer awareness in BOPS adoption in Chennai city. The research method used is convenience sampling in systematic questionnaire with the respondent of 100 out of 150, application using for analysis is Jamovi. This research shows that is convenience helps in adoption of BOPS, is customer consciousness about the environment impact by using BOPS, what are behavior and intention towards BOPS and what are the expectation towards BOPS. Furthermore, suggestion about BOPS implementation in shop and to promote BOPS among the customer in Chennai city. The conclusions provide valuable interest of the consumer which can helps shops in Chennai to implementing the BOPS.

Keywords: BOPS, Customer, Chennai, Digital Convenience, Consumer Request, Risk Management, Inventory Management, Strategies, Promotion, Shops, Retail.

References

  1. Kusuda, Y. (2022). Information effect of buy-online-and-pick-up-in-store in omnichannel retailing with store replenishment. Electronic Commerce Research and Applications, 52, 101127. https://doi.org/10.1016/j.elerap.2022.101127

  2. 2.Li, Z., Ullah, A., Xu, Q., & Lev, B. (2025). Optimal buy-online-and-pick-up-in-store strategies in the livestreaming selling context. International Journal of Production Economics, 288(4), 109711. https://doi.org/10.1016/j.ijpe.2025.109711

  3. Lin, X., Zhou, Y. W., & Hou, R. (2021). Impact of a “Buy-online-and-pickup-in-store” Channel on Price and Quality Decisions in a Supply Chain. European Journal of Operational Research, 294(3), 922–935 https://doi.org/10.1016/j.ejor.2020.03.064

  4. MacCarthy, B. L., Zhang, L., & Muyldermans, L. (2019). Best Performance Frontiers for Buy-Online-Pickup-in-Store order fulfilment. International Journal of Production Economics, 211, 251–264. https://doi.org/10.1016/j.ijpe.2019.01.037

  5. Mudjahidin, Fatika, H. L., Aristio, A. P., & Junaedi, L. (2022). Intention to use buy online-pickup in store of coffee shop. Procedia Computer Science, 197(07), 591–598. 

    https://doi.org/10.1016/j.procs.2021.12.177

  6. Shi, X., Dong, C., & Cheng, T. C. E. (2018). Does the buy-online-and-pick-up-in-store strategy with pre-orders benefit a retailer with the consideration of returns? International Journal of Production Economics, 206, 134–145. https://doi.org/10.1016/j.ijpe.2018.09.030

  7. Zhang, G., Meng, X., Feng, L., & Kou, Q. (2025). Effects of the buy-online-and-assemble-in-store approach: Implications for firms, consumers, and environment. Sustainable Operations and Computers, 6(2), 47–56. https://doi.org/10.1016/j.susoc.2025.03.001

Consumer Apathy and Awareness Gap in Wall Tile Selection: A Behavioral Analysis of Interior Material Decision Making
Dr.V.Josili Assistant Professor, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi-626005 India. S. F. Jaffy Christina II MBA, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi-625005 India.
Pages: 161-167 | First Published: 05 Mar 2026
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Abstract

In contemporary interior design markets, consumers are exposed to an unprecedented volume of product information, aesthetic trends, and technological innovations. Despite this exposure, a noticeable gap persists between consumer awareness and informed decision-making. This study explores the phenomenon of consumer apathy and awareness gap in the selection of wall tile coverings for interior spaces. Using a descriptive research design, primary data were collected from 422 respondents through a structured questionnaire. Statistical tools such as chi-square analysis, regression analysis, and mean ranking were employed to examine the relationship between demographic factors, aesthetic considerations, functional attributes, and overall preference. The findings reveal that although consumers claim to prioritize durability, water resistance, and hygiene, their actual purchasing decisions are significantly influenced by visible features such as glossiness and light reflection. The study identifies a behavioral contradiction between expressed awareness and statistically significant decision drivers, highlighting the presence of partial knowledge and decision simplification. The research concludes that consumer apathy manifests not as ignorance but as selective evaluation, where visible and trend-driven attributes overshadow technical performance indicators. The findings offer practical implications for manufacturers, designers, and marketers seeking to bridge the awareness gap in interior material selection.

References

  1. Chen, Y., & Huang, H. (2009). Aesthetic factors influencing user satisfaction in ceramic wall tiles. Journal of Design Research, 8(2), 145–158.

  2. Hoibo, O., & Nyrud, A. Q. (2010). Consumer perception of wall covering materials in interior spaces. Forest Products Journal, 60(4), 393–403.

  3. Hsu, S. H., & Chen, H. Y. (2012). Effects of tile color, pattern, and size on spatial perception. Journal of Environmental Psychology, 32(3), 263–271.

  4. Chen, C. F., & Chang, Y. Y. (2013). User evaluation of vinyl and fabric wall coverings in residential interiors. Journal of Interior Design, 38(3), 17–32.

  5. Nyrud, A. Q., Bringslimark, T., & Bysheim, K. (2014). Psychological benefits of wood surfaces in interior environments. Forest Products Journal, 64(3–4), 120–130.

  6. Calderon, R., & Ramirez, J. (2014). Influence of surface texture on user perception of ceramic wall finishes. International Journal of Interior Architecture, 9(1), 41–53.

  7. Burnard, M. D., & Kutnar, A. (2015). Wood and human stress in the built interior: A review. Wood Science and Technology, 49(5), 969–986.

  8. Cafaro, R., Arno, A., & Rinaldi, M. (2016). Materiality and emotional response in interior wall design. Design Studies, 44, 125–141.

  9. Muniz, L., & Grasselli, F. (2017). Decorative ceramic tiles as expressions of cultural identity. Design and Culture, 9(3), 291–305.

  10. Mansour, A., & Hassan, M. (2019). Performance and comfort analysis of ceramic wall tiles in warm climates. Construction and Building Materials, 210, 702–711.

Green Tourism Awareness and Practices among College Students in Tenkasi district
S. Chidambara Selvi Research scholar, Sree Saraswathi Thyagaraja college, Pollachi and Assistant Professor, NGM College, Pollachi. Dr.I.Siddiq Associate Professor of Commerce, School of Commerce, Sree Saraswathi Thyagaraja college, Pollachi.
Pages: 168-177 | First Published: 05 Mar 2026
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Abstract

Tourism is one of the fastest-growing sectors in India, contributing significantly to economic development, employment generation, and cultural exchange. However, rapid tourism growth often results in environmental degradation, waste accumulation, biodiversity loss, and cultural erosion. In response to these challenges, the concept of green tourism—also known as sustainable or eco-tourism—has emerged as a responsible alternative. Green tourism emphasizes environmental conservation, community participation, and sustainable economic benefits.

The district of Tenkasi district, located in the state of Tamil Nadu, is rich in natural beauty, waterfalls, forests, hills, temples, and rural landscapes. Popular destinations such as Courtallam Falls and the hill station Kutralam attract thousands of visitors every year. While tourism brings revenue, it also creates environmental stress due to plastic waste, overcrowding, and improper resource management.

College students represent a dynamic and socially influential group capable of driving sustainable practices. Green Tourism Awareness and Practices among College Students in Tenkasi district can create long-term environmental awareness and responsible travel behavior. This article explores the importance, challenges, and strategies for encouraging green tourism among youth in the region.

Keywords: Green Tourism - Sustainable Tourism - College Students - Tenkasi District - Environmental Awareness

References

 
 
 

  1. Ahmed, Z., & Begum, F. (2020). Factors influencing green destination choice. Tourism Management Perspectives, 34, 100–112. https://doi.org/10.xxxx/xxxxx

  2. Balan, S., & Krishnan, R. (2021). Impact of green certification on tourist satisfaction. Worldwide Hospitality and Tourism Themes, 13(4), 470–483. https://doi.org/10.xxxx/xxxxx

  3. Devi, H., & Rao, S. (2018). Sustainable tourism and climate change awareness. International Journal of Climate Change Strategies and Management, 10(5), 728–742. https://doi.org/10.xxxx/xxxxx

  4. Joseph, A., & Priya, M. (2020). Influence of environmental education on eco-tourism participation. International Journal of Environmental Studies, 77(4), 589–600. https://doi.org/10.xxxx/xxxxx

  5. Kapoor, R., & Singh, D. (2022). Role of digital media in promoting green tourism. Journal of Tourism Futures, 8(1), 45–58. https://doi.org/10.xxxx/xxxxx

  6. United Nations Environment Programme. (n.d.). UNEP. https://www.unep.org

  7. United Nations World Tourism Organization. (n.d.). UNWTO. https://www.unwto.org

  8. Ministry of Tourism, Government of India. (n.d.). Ministry of Tourism. https://www.tourism.gov.in

  9. Incredible India. (n.d.). Incredible India. https://www.incredibleindia.org

Healthcare Apps as Tools for Brand Extension and Sustainability
M. S. Vaigarai Research Scholar, Department of Logistics Management, Alagappa University, Karaikudi, India. Dr. V. Sivakumar Professor and Head, Department of Logistics Management, Alagappa University, Karaikudi, India.
Pages: 178-186 | First Published: 05 Mar 2026
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Abstract 

Healthcare apps were previously designed for scheduling appointments and to access patient information. However, due to the rapidly evolving technology, healthcare applications have turned into digital medical platforms. They enable doctors to conduct teleconsultation with the patients and perform remote diagnostics. They also help in chronic disease monitoring and in management of prescriptions. This study examines how health care apps not only improve service access, but also contribute to environmental sustainability. The study employs a comparative quantitative method with conceptual implications that evaluate differences in carbon emissions between telehealth service and conventional in-person health care delivery. The research analyses the carbon footprint drivers such as patient travel and energy consumption in medical facilities. The study suggests that particular apps involving teleconsultation and remote patient monitoring reduce emissions due to travel to a great extent. They also reduce the usage of papers and physical infrastructure. The analysis of this study supports the fact that the digital Health Care apps offer a more sustainable alternative and support hospitals in aligning with ESG (environmental, social and governance) commitments. By achieving the above, healthcare apps act as strategic brand extenders for hospital medical services. This study provides suggestions to extend the medical services by using healthcare apps and to build competitiveness in sustainable healthcare markets.

Keywords:Telemedicine, Healthcare apps, Carbon footprint, Brand extension, ESG strategy, Sustainable healthcare app.

References

  1. Purohit, A., Smith, J., & Hibble, A. (2021). Does telemedicine reduce the carbon footprint of healthcare? A systematic review. Future Healthcare Journal, 8(1), e85–e91. doi:10.7861/fhj.2020-0080 

  2. Morcillo Serra, C., Tanarro, A. A., Cummings, C. M., Jimenez Fuertes, A., & Tomás Martínez, J. F. (2022). Impact on the reduction of CO2 emissions due to the use of telemedicine. Scientific Reports, 12, Article 12507. 

  3. Muschol, J., Heinrich, M., Heiss, C., Hernandez, A. M., et al. (2022). Economic and environmental impact of digital health app video consultations in follow-up care. Journal of Medical Internet Research, 24(11), e42839. 

  4. Faizan, M., Han, C., & Lee, S. W. (2025). Policy-driven digital health interventions for health promotion and disease prevention: A systematic review of clinical and environmental outcomes. Healthcare, 13(18), 2319. 

  5. Thiel, C. L., Mehta, N., Sejo, C. S., et al. (2023). Telemedicine and the environment: Life cycle environmental emissions from in-person and virtual clinic visits. npj Digital Medicine, 6, Article 87. 

  6. Umpierre, R. N., Mattiello, R., Aita Schmitz, C. A., et al. (2025). Greening healthcare and slashing carbon emissions through telemedicine. Frontiers in Digital Health, 7, 1497770. 

  7. Akinola, S., & Telukdarie, A. (2023). Sustainable digital transformation in healthcare: Advancing a digital vascular health innovation solution. Sustainability, 15(13), 10417. 

  8. Sun, X., Zhou, W., & Feng, Y. (2023). Mobile healthcare platforms’ sustainability: The perspective of health information quality. Frontiers in Public Health, 10, 1059252. 

  9. Medina Aguerrebere, P., et al. (2022). Promoting health education through mobile applications: A quantitative analysis of the top 100 U.S. hospitals. Healthcare, 10(11), 2231. https://doi.org/10.3390/healthcare10112231

  10. Medina Aguerrebere, P., et al. (2022). Online branding in the healthcare industry: The role of mobile applications in smart hospitals. Estudos em Comunicação, (33), 1–15.

  11. Khurana, S., et al. (2019). The impact of mobile health applications on patient–provider relationships: A systematic review. Patient Education and Counseling, 102(6), 1088–1096.

  12. Alahmari, F., & Reddy, S. (2025). Influence of medical culture on healthcare professionals’ use of mobile health applications. Journal of Medical Internet Research, 27, e68406.

  13. Heller, D. J., Winer, M., & McCormick, D. (2023). Carbon emissions from patient travel for health care in the United States. JAMA Network Open, 6(1), e2251555. 

    https://doi.org/10.1001/jamanetworkopen.2022.51555

  14. Tennison, I., Roschnik, S., Ashby, B., Boyd, R., Hamilton, I., Oreszczyn, T., Owen, A., Romanello, M., Ruyssevelt, P., Sherman, J. D., Smith, A., Steele, K., Watts, N., & Eckelman, M. (2021). Health care’s response to climate change: A carbon footprint assessment of the NHS in England. The Lancet Planetary Health, 5(2), e84–e92. https://doi.org/10.1016/S2542-5196(20)30271-0

  15. International Energy Agency. (2023). Data centres and data transmission networks. https://www.iea.org/energy-system/digitalisation/data-centres-and-data-transmission-networks

  16. Malmodin, J., & Lundén, D. (2018). The energy and carbon footprint of the global ICT and E&M sectors 2010–2015. Sustainability, 10(9), 3027. https://doi.org/10.3390/su10093027

  17. Andrae, A. S. G., & Edler, T. (2015). On global electricity usage of communication technology: Trends to 2030. Challenges, 6(1), 117–157. https://doi.org/10.3390/challe6010117

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Impact of Covid-19 on the Women Entrepreneurs of the Textile Business in Tiruppur District
Dr V. Nanthini Assistant Professor of Commerce, Selvamm Arts and Science College, (Autonomous) Namakkal – 637 003, Tamilnadu, India.
Pages: 187-201 | First Published: 05 Mar 2026
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Abstract

The textile industry in India stands as a crucial agro-based sector that significantly contributes to the national gross domestic product. Tamil Nadu serves as a key hub where the textile industry has flourished in various areas of the Tiruppur District. This sector encompasses different segments including the composite, weaving, spinning, mill, handloom, and power loom sectors, among others. The handloom and power loom sectors are distributed across multiple locations within the Tiruppur District. This industry encounters several challenges. The resolution of these issues and the potential for improvement depend largely on the collaborative efforts of business owners, workers, and government entities. The researcher has chosen to conduct this study to identify the issues and propose potential solutions. The aim of this research is to analyze the various challenges experienced by this sector. The hypotheses focus on the difficulties and opportunities within the industry. The investigation is founded on a sample comprising 165 textile units, including 141 from small enterprises, 8 from medium-sized businesses, and 6 from large establishments. The researcher utilized the Chi-Square Test to assess the hypotheses. The study relies on primary data, and the Chi-Square Test is employed to determine if there is a significant discrepancy in the perspectives of the different respondent groups.

References

  1. Basu, S. K. (1957), Place and Problems of Small Industries, A. Mukharje and Co. Calcutta. 

  2. Ramkrishna K. T. (1962), Finances for Small Scale Industry in India, Asia Publishing House. Delhi.

  3. Balkrishnan G., (1961), Financing Small Scale Industry in India, 1950-52, Gokhale Institute of Politics and Economics, Poona. 

  4. UNESCO Research Centre, (1962), Social Aspects of Small Industries in India: Studies in Howrah and Bombay, UNESCO Research Centre on Social and Economic Development in Southern Asia, Delhi. 

  5. Iyengar, K. S., (1968), The Philosophy of Small-Scale Industrial Management, Today and Tomorrow’s Printers and Publishers, New Delhi. 

  6. Singh K. Ramchandra Prasad, (1969), State and Industrialization of Developing Countries with Special Reference to India, Sterling Publishers, Delhi.

  7. Singh N. N. (1970), Scientific Management of Small-Scale Industries, Lalwani Publishing House, New Delhi.

  8. Vepa Ram K. (1971). Small Industry in the seventies, Vikas Publications, Delhi. 

  9. Ramkrishnan, P. (1975), New Entrepreneurship in Small Scale Industries in Delhi, Economic and Scientific Research Foundation, New Delhi. 

  10. Bharti R. K., (1978), Industrial Estates in Developing Economics, National Publishing House, New Delhi. 

  11. Pareek H.S. (1978), Financing of Small-Scale Industries in A Developing Economy, National Publishing House, New Delhi. 

  12. Sanghvi R. L. (1979), Role of Industrial Estates in a Developing Economy, Multi-tech Publishing Co. Bombay. 

  13. Mathur, S.P.’s (1979) “Economics of Small-Scale Industries,” 

  14. Carr, Marilyan, (1981), Developing Small Scale Industry in India: An Integrated Approach, Intermediate Technology Publication, London. 

  15. Deshpande M. U. (1982), Entrepreneurship of Small-Scale Industries, Deep and Deep Publications, New Delhi. 

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  17. Pradhan Gopinath, (1985), Industrial Estates and State Development, Criterion Publications, New Delhi.

  18. Mohanty Bedabati, (1986), Economics of Small-Scale Industries, Ashish Publishing House, New Delhi. 

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  22. Vinze, Medha Dubhashi, (1987)26, Women Entrepreneurs in India, Mittal Publications, New Delhi.

Micro Finance Contributes to Women Borrowers by Commercial Banks in Thanjavur District
S. Ganapathi Subramaniyan Ph.D Research Scholar, Dr.R.Mayakkannan Associate Professor and Research Supervisor P.G and Research Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram -631561.
Pages: 202-208 | First Published: 05 Mar 2026
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Abstract

Globally, over a billion poor people are still without access to formal financial services and some 200 million of them live in India. Among total Indian population of 1027.10 million, women constitute 495.73 million. Therefore, “women constitute nearly 50 per cent of population, perform two-thirds of the work and produce 50 per cent of food commodities consumed by the country Micro finance the provision of a wide range of financial services to the poor on a sustainable basis has proved to be immensely valuable. There are so many schemes for the upliftment of poor in India. Within the spectrum of lower-income population who lack access to financial services, a distinction can be drawn between the extremely poor and the economically active poor. Large commercial banks often have an extensive network of branches, frequently covering all major cities in a country. Banks can take advantage of the cities that prove suitable for microfinance by venturing into this market and thus benefiting from their long-time presence in the area.

References

  1. Ajmer Singh, 1999, Economic analysis of dairy financing under IRDP in Haryana.Ph.D. Thesis, National Dairy Research Institute, Karnal.

  2. Alagumani, T. and Anjugam, M., 2000, Impact of dairy enterprises on income and employment in Madurai district, Tamil Nadu. Proceedings of the 7th Annual Conference of Agricultural Economics Research Association on Livestock in Different Farming Systems, held at Tamil Nadu Veterinary and Animal Sci. Uni.,Chennai, p.30.

  3. Ghate, Prabhu 2006 & 2007. “Microfinance India - State of the Sector Report”. New Delhi, India

  4. Khandelwal, A.K. (2007). Microfinance Development Strategy for India, Economic and Political Weekly, Vol.9 No 2, pp.1127-1135.

  5. Puhazhendhi, V. and Jayaraman, B., 1999, Increasing women’s participation and employment generation among rural poor: An approach trough informal group. National bank News Review, 15: 55-62.

  6. Sarangi, N. (2008). Microfinance and the rural poor: A study of group-based credit programmes in Madhya Pradesh in India. Unpublished doctoral dissertation, Centre for the study of Regional Development, Jawaharlal Nehru University, New Delhi, India.

  7. Vijay D Kulkarni, ‘Empowerment of Women through Self Help Groups’, Ashwatha, Oct 2000 - Jun 2001, Vol. 1, No. 4, pp. 32-36.

Sustainable Marketing Practices in Rural Enterprises: Structural and Market Level Constraints - Survey from Rural Enterprises in Namakkal District
R.Mohana Research Scholar, PG & Research Department of Commerce, Kandaswami Kandar's college, P.Velur, Namakkal(Dt). Dr.L.Kesavan Assistant Professor & Research Department of Commerce, Kandaswami Kandar's college, P.Velur, Namakkal (Dt).
Pages: 209- | First Published: 05 Mar 2026
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Abstract

Sustainable marketing has become an important strategic approach for enterprises seeking to balance economic growth with environmental and social responsibility. While sustainability-oriented marketing practices are increasingly adopted by large corporations, their implementation among rural enterprises remains limited due to structural and market-level constraints. Rural enterprises play a vital role in local economic development, employment generation, and entrepreneurship in emerging economies such as India. However, these enterprises often operate in resource-constrained environments that restrict their ability to adopt innovative marketing practices, including sustainability-oriented strategies.

This study examines the structural and market-level constraints affecting the adoption of sustainable marketing practices among rural enterprises in Namakkal District, Tamil Nadu, India. A mixed-methods research design was employed using simulated survey data representing responses from 250 rural enterprises across manufacturing, agriculture-based processing, and service sectors. Quantitative analysis included descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis. In addition, qualitative insights derived from simulated interview narratives were used to contextualize the findings.

The results indicate that infrastructural limitations, restricted access to financial capital, limited technological adoption, and shortage of skilled marketing personnel constitute major structural constraints affecting rural enterprises. Market-level barriers such as low consumer awareness of sustainability, high price sensitivity, weak distribution channels, and competition from conventional products further discourage enterprises from investing in sustainable marketing strategies. Regression results reveal that infrastructure availability, financial access, and consumer awareness significantly influence sustainable marketing adoption among rural entrepreneurs.

 The study contributes to entrepreneurship and sustainable marketing literature by extending the resource-based view and stakeholder theory to rural enterprise ecosystems. The findings highlight the need for policy interventions, capacity-building programs, and market development initiatives to encourage sustainable marketing practices in rural economies.

Keywords: Sustainable marketing, rural enterprises, entrepreneurship, structural constraints, market barriers, rural entrepreneurship.

References

  1. Belz, F., & Peattie, K. (2012). Sustainability marketing. Wiley.

  2. Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 5.0: Technology for humanity. Wiley.

  3. Leonidou, C., Katsikeas, C., & Morgan, N. (2013). Greening the marketing mix. Journal of Business Research.

  4. Peattie, K., & Peattie, S. (2009). Social marketing. Journal of Business Research.

  5. Sharma, A., & Iyer, G. (2012). Resource-constrained sustainable marketing. Journal of the Academy of Marketing Science.

  6. Srivastava, R. (2020). Structural barriers to sustainable consumption. International Journal of Sustainable Development.

A Study on Consumer Buying Behaviors and Customer Satisfaction towards FMCG Products with Reference to Chennai City
Dr.V.Murugan Associate Professor and Research Supervisor, A. Manikandan Research Scholar, PG & Research Department of Commerce, Rajeswari Vedachalam Government Arts College, Chengalpattu – 603001.
Pages: 482-492 | First Published: 05 Mar 2026
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Abstract

This study examines the buying behaviour and satisfaction levels of consumers towards Fast-Moving Consumer Goods (FMCG) products in Chennai city. The research primarily focuses on identifying the key factors that influence consumer purchasing decisions and their overall satisfaction with these products. The study is based on primary data collected from a sample of 100 respondents using a structured questionnaire, ensuring a clear understanding of consumer preferences, habits, and expectations. To analyse the data effectively, statistical tools such as percentage analysis, Chi-square test, and Analysis of Variance (ANOVA) have been employed. Percentage analysis is used to present the demographic profile and general consumption patterns of the respondents, while the Chi-square test helps in identifying the relationship between demographic variables and buying behaviour. ANOVA is applied to examine the differences in satisfaction levels among various consumer groups. The findings of the study reveal that factors such as brand image, price, and product quality play a crucial role in influencing consumer buying behaviour and satisfaction. Consumers tend to prefer well-known brands that offer quality products at reasonable prices. Additionally, promotional strategies, availability, and packaging also contribute to shaping consumer preferences to some extent. The study concludes that FMCG companies should focus on maintaining product quality, competitive pricing, and strong brand positioning to enhance customer satisfaction and loyalty. The insights derived from this research can help marketers and companies formulate effective strategies to meet the evolving needs of consumers in Chennai city..

Keywords: Consumer Buying Behaviour, Customer Satisfaction,FMCG Products, Purchase Decision

References

  1. Philip Kotler – Marketing Management (2007). Marketing Management. Pearson Education.

  2. Murugesan D & Chitra C (2024). A Study on Factors Influencing Consumer Buying Behaviour towards FMCG in Chennai City.

  3. Vibhuti Tyagi, Ajay Kumar Tyagi & Vivek Pandey (2019). A Case Study on Consumer Buying Behaviour towards FMCG Products.

  4. Vijayakumar K & Nijanthan R (2019). Consumer Buying Behaviour towards FMCG Products with Reference to Karur District.

  5. Karthigai Selvi U & Padmashri N (2023). Impact of Consumer Behaviour towards FMCG – An Analytical Study.

  6. Fazeen Rasheed A.K (2017). A Study of Consumer Buying Behaviour of FMCG Products in Calicut City.

  7. J Helen & Darling Selvi (2022). Consumer Behaviour on Fast-Moving Consumer Goods.

  8. Kavitha T.C (2012). Consumer Behaviour towards FMCG Products.

  9. McKinsey & Company (2020). Indian FMCG Industry Report.

  10. Nielsen (2019). FMCG Market Trends in India.

  11. Schiffman L.G & Kanuk L.L (2010). Consumer Behaviour. Pearson.

  12. Engel J.F, Blackwell R.D & Miniard P.W (2006). Consumer Behaviour.

  13. Ramaswamy V.S & Namakumari S (2009). Marketing Management: Indian Context.

  14. Indian Brand Equity Foundation (2023). FMCG Industry in India Report.

  15. Deloitte (2021). Global FMCG Industry Outlook.

  16. Sulekha C & Kiran R (2013). Consumer Behaviour towards FMCG Products in Rural Market.

  17. Sathiyamoorthy G & Roxia R (2024). Factors Influencing Consumer Buying Behaviour of FMCG Products.

  18. Economic Times (2022). Growth of FMCG Sector in India.

  19. Statista (2023). FMCG Market Size and Consumer Trends in India.

  20. Reserve Bank of India (2022). Report on Consumer Spending and Market Trends.