National Conference

Sustainable Development and Business:

Managing Organizations of Tomorrow

On August 18, 2020

ORGANISED BY:
Department of Commerce, P.G.D.A.V. College,
In association with Department of Commerce, University of Delhi

Chief Patron
Dr. Mukesh Kumar Agarwal
Principal, P.G.D.A.V. College (University of Delhi),
New Delhi
A.K. PUBLICATIONS
B-61/E-1, Gali No. 14, Jagatpuri Ext.
Shahdra, Delhi-110 093 (India)
Ph.: +91-9868320502, +91-9999157638
E-mail: akpubs2008@yahoo.com

National Conference
Sustainable Development and Business: Managing Organizations of Tomorrow

© ORGANISED BY: Department of Commerce, P.G.D.A.V. College, In association with

Department of Commerce, University of Delhi

First Edition 2020

ISBN 978-93-88465-48-9

PRINTED IN INDIA
Published by A.K. Publications and Printed at Global Printers, Delhi.
 ADVISORY BOARD
Prof R.K. Singh CA Amarjeet Chopra
Head and Dean, Department of Commerce, Ex-President, Institute of Chartered Accountants of
Delhi School of Economics, University of Delhi India
Mr. K K Majumdar Prof. R.K. Mittal
General Manager, Vice Chancellor, Chaudhary Bansi Lal University,
Indian Oil Corporation Limited Haryana
Prof. C.P. Gupta Prof. D.P. Goyal
Professor, Department of Financial Studies, South Director, Indian Institute of Management (IIM),
Campus, University of Delhi Shillong
Prof. Neena Singh Prof. Vijay Kaul
Dean, University School of Management, Guru HOD, Business Economics Department
Gobind Singh Indraprastha University
Prof. Rajeev Kumra Prof. Alok Pandey
Dean, IIM Lucknow, Noida campus Director IMS, Ghaziabad
Prof. P.K. Gupta Prof. Anupam Verma
Professor, Centre of Management Studies Deputy Director & Dean – Academics and Professor,
BIMTECH
Prof. Madhu Vij
Professor, Faculty of Management Studies, University
of Delhi

ORGANISING COMMITTEE
• Sh. K. K. Srivastava Conference Chairperson and Director IQAC
• Dr. Shuchi Pahuja Conference Co-Chairperson
• Dr. Atul Kumar Conference Convener
• Dr. Gurcharan Sachdeva Conference Co-Convener
• Ms. Monika Saini Conference Co-Convener

SOUVENIR COMMITTEE
• Sh. K.K. Srivastava Conference Chairperson and Director IQAC
• Dr. Atul Kumar Conference Convener
• Mr. Pradeep Dubey Assistant Professor, PGDAV College
• Ms. Suchitra Assistant Professor, PGDAV College
• Ms. Deepika Assistant Professor, PGDAV College
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 OBJECTIVES OF THE CONFERENCE

The conference is being organized with the following key objectives:

• To provide a national forum for discussion on issues related to
Sustainable Development and business: Managing Organizations of
Tomorrow.
• To facilitate sharing of knowledge amongst researchers, academicians
and practitioners from industry on environmental impacts of business
activities and how green strategies can be developed to deal with
them.
• To understand the role of key stakeholders in creating economically,
socially and environmentally sustainable organizations in future.
• To discover and keep the commerce/management practitioners updated
with latest developments in the domain of Sustainable Development
impacting organizations in future.

TECHNICAL SESSIONS
In this context, the organizers invite contribution in the following non-
exclusive tracks:
Technical Session-1 : Issues and challenges in Sustainable Finance and
Accounting
Technical Session-2 : Sustainable Development and role of HRM
Technical Session-3 : Green Marketing- An Approach Towards Sustainable
Development
Technical Session-4 : CSR and Corporate Sustainability
Technical Session-5 : Moving towards Sustainable Economic Development
Technical Session-6 : Sustainable Business practices

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 MESSAGE FROM CHIEF GUEST

Prof. Alok Pandey

Director
Institute of Management Studies,
Ghaziabad.

The world is changing at a fast pace. It is often said, we are living in a volatile,
uncertain, complex and ambiguous (VUCA) world. To develop sustainably we
need to create new paradigms for livelihood, growth and inclusive development.
Sustainable development is simultaneous pursuit of human health and happiness,
environmental quality, and economic well-being for current and future generations.
It is an ongoing and intentional pursuit like maintaining our health. Sustainable
development is about interdependence of human and natural systems and consider
ecological principles as models, creating healthy, happy, and resilient communities,
as well as a healthy economy that recognizes ecological limits. A conscious
effort has to be made by policymakers to include people who might otherwise
be excluded or marginalized, such as those who have physical or mental disabilities
and members of minority groups. Inclusivity is an integral part of sustainable
development and is crucial to reduce poverty in all its dimensions. Policy decisions
for sustainable development must recognize cause and effect across time, scale,
and place.
The Indian Economy has progressed on a growth path since its independence
in 1947. The first few decades followed a model of import substitution and
focus on improving our manufacturing capacities apart from ushering green
revolution and white revolution. With a strong socialist framework, economic
growth happened across the country with a reduction in economic inequalities
to a great extent. The flip side of the import substitution model was, that our
products and services lost their competitive edge, to an extent, that our share
in world trade and exports diminished, to one of the lowest in the world. Post
1992, we initiated a comprehensive economic reform process which made India
one of the fastest growing economies in the world. We created some of the best
service sector companies and became a leader in the Services exports in the

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World. With advent of current account convertibility, Indian Rupee was allowed
to ascertain its value in the foreign currency markets. Indian corporates were
allowed to raise funds from around the world and also remit funds for business
purposes. Individuals also are free to receive and remit funds to any country in
the world. The period however also saw increase in income inequalities with
ballooning of numbers at the bottom of the pyramid and rapid rise of wealth
at the top of the pyramid. As per the estimates less than 1% of the Indian
population holds 73% of India’s wealth and of the remaining 99% line off the
26% of wealth. Approximately 6% live in extreme poverty i.e below poverty
line.
The two contrasting economic growth models from 1947- 1992 and 1992- 2020,
thus have their own pros and cons. With the black swan even in 2020 we now
need to look within and prepare ourselves for a model for inclusive economic
growth, while caring for the ecology and environment. The role of existing
Corporations needs to be redefined by revisiting the existing norms of Corporate
Social Responsibility (CSR) to ensure larger distribution of wealth. We also need
to promote organizations which focus on social entrepreneurship and frugal
innovation so as to enforce equity, equality, inclusivity and sustainability with
a symbiotic association with our ecosystems. Mahatma Gandhi said that, the
world has enough for every man’s need, but not enough for one man’s greed
and probably COVID-19 has given us an opportunity to build new models for
economic growth to build a more inclusive and equal nation.

Prof. Alok Pandey

Director
Institute of Management Studies
Ghaziabad.

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 FROM THE CHAIR OF THE PRINCIPAL

Dr. Mukesh Agarwal

Principal
P.G.D.A.V. College
University of Delhi

Environmental resources are indeed precious, but destroyers of it are not

concerned, giving birth to Dominic Greens (of Quantum of solace, the
bond movie fame), the fake environmentalists. According to the IPCC time
is running out, emissions continue to rise, many are dying due to the
toxic air they are forced to breathe, life spans are cut short, and our children
are less healthy. Even if all the promises of emission cut made in the Paris
Accord are fulfilled, the world would still be warmer by over 3 degree
Celsius. Emissions of CO2 is an externality that cannot be dealt in an
unregulated market, since it will produce excessive harmful emissions.
Global warming is a particularly scary externality. So, we have to provide
both penalties against unsustainable living on one hand and incentivize
sustainable living on the other. Everyone needs to contribute-citizens,
government, business, managers and consumers. In a competitive and global
setting businesses have begun to feel the need to incorporate environmental
care itself as an integral part of their observation for competitive advantage.
The current conference aims at knowledge creation, dissemination, sharing
and enhancement in this domain. It also endeavors to throw upon issues
for intense scrutiny that have evaded answers till now. We fervently hope
it serves its purpose.

All the best.

Dr. Mukesh Agarwal
Principal
P.G.D.A.V. College
University of Delhi

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 MESSAGE BY CONFERENCE CHAIRPERSON

Sh. K.K. Srivastava

Associate Professor
P.G.D.A.V. College
University of Delhi

Environmental degradation has become a real matter of concern for all the
stakeholders-, citizens, government, business, consumers, managers, and
others. The emissions continue to rise although the world was supposed
to cut emissions by 45% of the current level by 2030. The current conference
attempts to highlight the present status of sustainability of planet which
will force one to think about the harm we are causing to our planet, and
in turnourselves. It also aims to talk about the sustainable practices
undertaken by the companies around the globe- some successful while
some not so. Companies have realized that in long run sustainability is
possible only if they are sensitive to the needs of the planet.Many small
steps are being taken which can have a huge impact in long run. Thus,
Titan and Nokia run exchange schemes to take back discarded products
and recycle them. Apple is also using recycled aluminum for its mac Air
fit. The government is also realizing the need of to reduce pollution and
several schemes have been rolled out to improve the air quality. It is not
just companies going green, the consumers also need to develop green
route. Responsible consumers, business process and products, and
government policies together that can ensure sustainability and planet to
live. The current conference is modest attempt to focus on the critical
issue and design a route map to get out of the self-created Morass.

Sh. K.K. Srivastava

Associate Professor
P.G.D.A.V. College
University of Delhi
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 MESSAGE BY CONFERENCE CO-CHAIRPERSON

Dr. Shuchi Pahuja

Associate Professor
P.G.D.A.V. College
University of Delhi

Relentless march towards development, industrialization and urbanization without environmental

concerns has led to abundance of greenhouse gases in the atmosphere causing rapid warming
of the planet Earth. Global warming and the resultant climate change have become one of
the most pertinent global concerns in the past few decades. It has been recognized that
business and industrial activities are the key contributors to this grave environmental situation
and hence it is now inevitable that business organizations should take steps to reduce
adverse impact of its activities on the environment and should contribute towards sustainable
development goals of the economy. Mounting legal and social pressures have forced large
companies across the world to shift attention from just profitability concern to broader triple
bottom-line approach which requires taking care of an organization’s impacts on people,
planet and profits. Over the years, it has also been realized that a business can be environmentally
and socially sustainable and can take care of its profits as well. Sustainable business practices
enhance long term value of the business. It is rightly said that ‘Saving the Earth and making
profits is no longer an either/or proposition’.
The concept of sustainability has gained importance over years and this trend is likely
to continue in future. It is, therefore, imperative to gain insight into new dimensions in
the area of sustainability. With this objective in mind, we at PGDAV College have
organized this National Conference on Sustainable Development and Business: Managing
Organizations of Tomorrow. The conference will provide a platform to academia, research
scholars, corporates and other delegates to identify the problems and challenges in
implementation of the concept of sustainability in an organization, to find possible solutions
to sustainability related issues and to explore how sustainable business practices can
lead to accomplishment of Sustainable Development Goals (SDGs) and making this planet
a better living place.
I, Dr. Shuchi Pahuja, conference co-chairperson would like to welcome delegates from all
over India who will be joining us in this conference. Looking forward to having fruitful
learning time with the participants.
Thank you
Dr. Shuchi Pahuja
Associate Professor
P.G.D.A.V. College,
University of Delhi
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 MESSAGE FROM CONFERENCE CONVENER

Dr. Atul Kumar

Assistant Professor
P.G.D.A.V. College
University of Delhi

It gives me immense pleasure that PGDAV College, University of Delhi is organizing

a National Conference on “Sustainable Development and Business: Managing
Organizations of Tomorrow” on 18.08.2020 at PGDAV College, New Delhi in
association with Department of Commerce, University of Delhi.
The central theme of the conference is “Sustainable Development”. India, of the
world’s largest economies, has made tremendous strides in the economic and
social developments in the past decades and is poised for even faster growth in
times to come. However, the future growth will depend lot more on optimum
utilization of available resources and sustainable development.
I believe that this conference will be great opportunity to the professionals,
academicians, research scholar and students from all over India to express their
views, discuss challenges and solutions of one of the most pressing issues in
today’s time.
I hope eminent speakers will cover the theme sustainable development from
different perspectives. I am privileged to say that this conference will definitely
offer suitable solutions to the national issues.
The success of this Conference is solely on the dedication and efforts of innumerable
people who started working on the preparations for almost a year in many
ways to make this Conference become a reality. The PGDAV College will surely
be one of those institutes committed to building a better world for all and the
national conference will work as the catalyst for the same.
I welcome all delegates to the conference and wish the conference a grand
success.

Dr. Atul Kumar

Assistant Professor
P.G.D.A.V. College
University of Delhi

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 CONTENTS

1. Sustainability of Planet and Profit 1

ACCOUNTING
2. Dynamic of Corporate Enviornment Disclosure and Financial
Performances: The Case of Carbon Foodprints 5
Dr. Sanjay Kumar Patel & Ms. Poonam Kumari
3. GHG Reporting in India: A Study of Select Companies 6
Disha Negi
4. Corporate Environmental Disclosure of Indian Oil & Gas Companies:
An Analysis of Executives’ Perceptions 7
Kishore Kanti Majumdar

CORPORATE SOCIAL RESPONSIBILITY

5. Issues and Challenges in Mandatory CSR 10
Akanksha Saini & Pradip Kumar Parida
6. Corporate Social Responsibility and Sustainability: An Urgent Need
of the Hour 11
Ramesh Kumar
7. CSR: Issues & Challenges in 2020 12
Dr. Alka Chaturvedi
8. India’s Mandatory CSR Paradigm: Issues and Implementation
Challenges 12
Dr. Priyanka Murria & Sarthak Bhojwani
9. Corporate Social Responsibility: Issues and Challenges 13
Pooja Rani
10. Mandatory CSR in India: Issues and Challenges 14
Ms. Priyanka Yadav
11. The Contribution of the Regulated Csr Regime to the Achievement
of SDGs: The Case of India 16
Neelam Jhawar
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 ENVIRONMENT
12. Plastic Waste Management to Popularize Tourism in Delhi: A Case
Study 18
Dr. Brijesh Kumar
13. Subordination of Individual Effort to General Goal Accomplishment:
A Study of Waste Management Practices by FMCG Giants 19
Dr. Nirmesh Sharma
14. Solid Waste Management by Textile Recycling: Challenges and
Solutions 20
Kanika Agarwal & Dr. Seema Sekhri
15. fo’o eas tyok;q ifjoruZ n’kk ,oa fn’kk 21
MkW- pUnu dqekj
16. Municipal Solid Waste Management in Agra, India: Challenges
and Solutions 21
Dr. Mohd Shoeb & Aamir Aslam
17. Farm to Fork Sustainable Regeneration of Indian Fruits Storage:
Role of Technologies and Digitization 22
Navita Mahajan & Avin Chakola
18. Solid Waste Management in India: A SWOT Analysis 23
Shikha Dubey & Akhileshwaro Nath
19. Legal Evaluation of Waste Managements and Recycle and Public
Policy in India vis-a-vis Sustainable Development 24
Advocate Rahul Tiwari

FINANCE
20. Does the Riskiness of Small Firms Affect their Stock Market
Performance? 27
Kirtika Kuhar
21. Pragmatic Comparative Study on Rising Opportunity Cost in
Commercial Real Estate in Noida and Gurgaon 28
Shiny Singh & Dr. Shalini Singh Sharma
22. Awareness and Acceptability of Mutual Fund Among Muslim
Community 29
Prof. Muhammad Altaf Khan & Shadma Tamanna

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23. Determinants of Systematic Risk in Fast Moving Consumer Goods
Sector of the Indian Economy 29
Khushboo Gupta, Dr Seshanwita Das & Dr. O.S. Deol
24. A Study on Green Banking Trend in India 30
Ms. Chetna Virmani & Dr. Geeta Shiromani
25. Green Bonds: Role, Challanges and Future Perspective in India 31
Anjali & Shalu Yadav
26. Risk Adjusted Performance Measures for NPS (CG) Scheme:
A Comparative Study Among PFMs 33
Neeti Hooda & Dr. Kuldip Singh Chhikara
27. Derivatives Trading Volume and Volatility of Nifty 50 34
Md. Mobashshir Hussain & Mohd Atif
28. Measuring Awareness of Millennial Working Women towards
Mobile Banking (Green Banking) 34
Rajvijay Singh, Neha Bhatt & Prof. R.S. Pandey
29. Socially Responsible Investment 35
Lt Renu Jonwall, Dr. Seema Gupta & Dr. Shuchi Pahuja
30. Impact of Interest Rate on Leveraged vs Unleveraged Companies
– Evidence from India 37
Ms. Richa Sinha, Dr. Seshanwita Das & Dr. Tapas Das

GENERAL
31. Digital Banking in India: Challenges and Opportunities 39
Mr. Ramveer
32. Tourism Industry and the Socio-Economic Change in Ladakh 40
Mohd Rafee
33. A Study of Social Responsible Investing 40
Shagun Singh
34. A Legal Analysis of Role of Social Media & Analytics in Marketing
vis-à-vis Role of Technology and Challenges 42
Advocate Rahul Tiwari
35. MOOC a Measure for Skill Development 43
Upasana Gupta
36. Impact of COVID-19 on Efficiency of Major Airports in India: An
Economic Analysis 44
Mr. Gopal Chand & Dr. Dipti Ranjan Mohapatra
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 HUMAN RESOURCE
37. The Impact of Organizational Rewards on Sewing Machine
Operators’ Job Satisfacton in Seethwaka Board of Investment Zone
Sri Lanka 47
Mayuri Dilani Jayampathi
38. mHealth Service: Digital Tool to Strengthen Community Health
Work 48
Manjari Soni & Dr. Kokil Jain
39. The Extent of Utility of HR Analytics in Transforming Human
Resource Management in IT Sector 49
Ms. Rimsha Ameer, Ms. Shivanjali & Prof. (Dr.) Jai Kishore Sharma
40. A Study on Cultivating Learning Culture as a Strategy for
Organization Success 50
Mohit Pahwa
41. Data Driven Approach of Human Resource Analytics and
Sustainability: Improved Efficiency of the Organization 51
Dr. Priyanka Indoria, Kritika Chadha & Shruti Arora
42. Unemployment Situation in India 52
Rana Rohit
43. Managing Disruption at Work & Sustainability through Workplace
Flexibility: A Call for Changing Nature of Work 52
Dr. Farah Naeem
44. Artificial Intelligence: An Opportunity for Employment? 53
Pranay Kumar
45. Digital Transformation in Hr Applications 54
Ms. Rekha, Ms. Nitika & Dr. Poonam Arora
46. Influence of Breach of Psychological Contract on Workplace Deviant
Behaviour: Mediating Role of Moral Disengagement 55
Miss Vanshika Jain
47. System Dynamics Model for Organizational Commitment, Informal
Learning and Work Load: The Role of Self Efficacy 56
Mayuri Dilani Jayampathi
48. Building Sustainable Leadership through Spirituality 57
Twinkle Arora
49. Impact of Barriers on Career Advancement of Women 58
Jyoti Chauhan, Dr. Geeta Mishra & Dr. Suman Bhakri
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 MARKETING
50. Online Customer Experiences and its Impact on E-loyalty 60
Archana Prakash & Dr. Naveen Kumar
51. A Conceptual Study to Examine the Relationship between Ethics
and Consumer Buying Behavior 61
Dr. Naveen Kumar & Jyoti Yadav
52. Green Marketing: A Multidimensional Perspective 62
Dr. Chetna Priti
53. An Analysis on Online Search and Purchase Behavior of Indian
Consumers 63
Ms. Laxmi
54. Impact of Green Anthropomorphic Advertisement on Environment
Concerns in Young Minds 64
Ms. Ritu Gupta & Dr. Kokil Jain
55. Impact of Digital Marketing Strategies by E-Retailers and its Element
of Sustainability on Consumer Buying Behaviour 65
Nitish Bagdi, Nidhi Prasad & Shashank Chug
56. Green Marketing in India: An Overview 66
Ms. Hira Najam & Ms. Faareha Usmani
57. Impact of Online Advertising on Millennial Purchase Behavior in
India 67
Dr. Shishma Kushwaha
58. Barriers in the Adoption of Organic Food Culture: Farm to Fork 68
Varuni Sharma & Dr. Krishan K. Boora
59. Perception of Consumers Towards Green Marketing and its Effect
on their Purchase Intention 69
Saima & Prof. M. Altafkhan
60. Organic Food Consumption as Part of Healthy Eating Habit Among
Keralites 70
Ms. Aswini Asokan

SUSTAINABLE BUSINESS
61. Green Business Developments in India: A Study on the
Eco-friendly Initiatives towards Sustainable Developments 73
Rajesh Garg

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62. A Study on Overtourism-it’s Problems and Solutions 74
Dr. Shradha Vernekar & Mr. Sayyam Gibrani
63. A Study on Barriers of Green Practices of Star Hotels in Greater
Hyderabad Municipal Corporations 74
Dr. Arakhita Behera
64. Green Process Innovation: A Efficient Manufacturing Strategy for
Better Future 75
Soumya Varghese & Dr. Jagathy Raj V.P
65. Performance and Prospect of E-wallet System in India 76
Syed Mohd Minhaj & Prof. M. Altaf. Khan
66. Eco-Labeling: Concept Awareness among Student Community in
Kochi 77
Dayana Lalan K
67. Commercial and Marketing Aspects of Digital Healthcare Devices
working on Internet of Things (IoT): Sustainability of Business
Propositions for Tomorrow 78
Dr. Anupama Mahajan, Ravi Karar & Ms. Surbhi Talwar
68. Sustainable Development in Business 79
Ms. Pooja
69. Sustainable Development Goals: A Road Towards a Better
Future 79
Shikha Menani & Kavita Singla
70. Enduring Sustainable Growth in Restaurants: A Conceptual
Understanding of the Dimensions of Service Quality 81
Shashi Nanda

SUSTAINABLE ECONOMY
71. Is Unemployment a Hindrance to the Attainment of Sustainable
Development Goals in India? 84
Dr. Chanchal Chopra & Neethu Bijoy
72. Why is Sustainable Development Essential? 85
Mr. Krishan Dahiya & Ms. Khushbu Dahiya
73. A Framework for Understanding Land Degradation and Livelihoods
Interaction: Case of Attappady Region in Kerala, India 86
Arvind Singh Vijay

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74. Green Banking : Benefits, Challenges & Opportunities in Indian
Context 87
Mohmad Aarif & Prof. Md. Faizanuddin
75. A Study on Green Banking in India: A Case Study of Canara
Bank 88
Gunjan Verma
76. Cost-Benefit Analysis of Non-Motorized Transport: A Case Study
for Sustainable Development 89
Dr. Dipti Ranjan Mohapatra
77. Role of Organic Farming in Sustainable Rural Development 90
Ashish Kumar
78. Economic Growth and Adoption of Sustainable Development Goals
in BRICS Nations 91
Rajani Chauhan & Nishant Singh Chauhan

STUDENTS
79. Unconventional Monetary Policy: Operation Twist And Financial
Market 93
Prateek Nahar, Vanshika Luthra, Harshita Dang & Ratika Kashyap
80. Are Consumers the Main Drivers of Sustainable Businesses: Looking
at the Opinions of Indian Consumers 94
Manasvi Bansal
81. Ethics and Innovation: Is Ethical Fashion and Sustainability the
Newtrend? 95
Mansi Narang & Suhani Jain
82. A Study of Consumer Awareness for Green Marketing 96
Akash Kumar & Chanchal Kumar
83. Sustainability Communication through Social Media: A Study of
Selected Indian Companies 97
Akshita Dubey, Ekagra & Swati Chaudhary
84. Green Bond 98
Madhu
85. Financing for the Upcoming Disaster: Green Finance in India 99
Mohit
86. Green Banking 100
Sakshi Saxena
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87. Flexible Work Arrangements: An Eco Friendly HR Practice for
Sustainable Development 101
Akash Kaushik
88. Impact of Technological Advancement on Sustainable Development:
India Review 101
Ms. Bandna
89. Organic Farming: An Appraisal 102
Ms Kudrat Mann & Mr. Kushagra Prasad
90. Gender Equality: An Obligation 103
Mugdha
91. Green Bonds: The Global Synopsis & Market Evaluation 103
Syeda Uzma Quadri & Mr. Kushagra Prasad
92. Relationship Between Leadership and Employees’ Sustainable
Behaviours: A Review 104
Ananya Rajvanshi & Ankita Nair
93. The Effect on Customer Satisfaction and Safety of Green
Marketing 106
Neelam Kapoor
94. Digital Marketing and Sustainability 106
Seema Garg & Akanksha Gaur

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 ABOUT THE CONFERENCE

The threats to the planet from ecological change and resource depletion
are well established. The unresolved question is what the stakeholders-
producers, consumers, government and society at large are doing about
securing the present and future in the form of sustainable development.
The concept of sustainability has received considerable attention from
different corners. There is a consensus now that the sustainability will be
the key driver of global climate change in the long term. The strong ties
between mankind and environment calls for a balanced relationship between
the two. We, with huge grey cells, have industrialized the world. But this
technological transformation has come with attendant costs. Business and
consumers both are a part of larger community. The traditional business
perceives nature as an infinite reservoir of inputs on one hand and an
equally accommodating dumpsite on the other. In effect, however, human
activities are disturbing the nature’s complex balance through depletion of
resources and generating immense waste. The environmental disaster has
already acquired monumental proportions and needs urgent and immediate
fixing. To manage it successfully we need to integrate the principles of
sustainability, social responsibility, environmental stewardship and economic
benefits into current business practices.

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 P.G.D.A.V. COLLEGE
(University of Delhi)
Ring Road, Nehru Nagar, New Delhi- 110065

Department of Commerce, PGDAV College,

(University of Delhi)
in association with
Department of Commerce, Delhi School of Economics
(University of Delhi)

ICSSR SPONSORED NATIONAL CONFERENCE

On
“Sustainable Development and Business:
Managing Organizations of Tomorrow”

National Conference on Sustainable Development

Students’ Session
4th August, 2020
Inaugural Session 10 AM to 10:30 AM
Technical Sessions 11 AM to 12 noon
I and II
Valedictory 12:30 PM

National Conference on Sustainable Development

18th August, 2020
Faculty Session

Inaugural Session 9:30 AM to 10:30 AM

Technical Sessions 11 AM to 1 PM
Valedictory 2:00 PM-3:00 PM
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 P.G.D.A.V. COLLEGE
(University of Delhi)
Ring Road, Nehru Nagar, New Delhi- 110065

Department of Commerce, PGDAV College,

(University of Delhi)
in association with
Department of Commerce, Delhi School of Economics
(University of Delhi)

ICSSR SPONSORED NATIONAL CONFERENCE

On
“Sustainable Development and Business:
Managing Organizations of Tomorrow”
4th August 2020

STUDENT’s SESSION PLAN

4th August 2020 (TUESDAY)
Time: 10:00 am -10:30am Inaugural
 Conference Chair: Sh. K.K. Srivastava
 Conference Co-Chair: Dr. Shuchi Pahuja
 Key Speaker: Dr. Rajini Jagota
 Conference Convenor: Dr. Atul Kumar
10:30 am -11:00 am Break
Time: 11:00 am -12:00pm Technical Session-I
 Chairperson: Ms. Monika Saini
 Co-Chairperson: Mr. Pradeep Dubey
Time: 11:00 am -12:00 pm Technical Session-II
 Chairperson: Dr. Atul Kumar
 Co-Chairperson: Dr. Gurcharan
Time: 12:30 pm -1:00 pm Valedictory:
 Key Speaker: Dr. Atul Kumar

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 P.G.D.A.V. COLLEGE
(University of Delhi)
Ring Road, Nehru Nagar, New Delhi- 110065

Department of Commerce, PGDAV College,

(University of Delhi)
in association with
Department of Commerce, Delhi School of Economics
(University of Delhi)

ICSSR SPONSORED NATIONAL CONFERENCE

On
“Sustainable Development and Business: Managing Organizations of Tomorrow”
18th August 2020
FACULTY & RESEARCH SCHOLAR’s SESSION PLAN
18th August 2020 (TUESDAY)
Time: 09:30 am -10:30 am Inaugural
 Gracious Presence: Dr. Mukesh Kumar Aggarwal, Principal,
P.G.D.A.V.College.
 Chief Guest: Prof. Alok Pandey, Director, Institute of
Management Studies, Ghaziabad.
 Guest of Honour: Prof. R.K. Singh, Head and Dean, Department
of Commerce, Delhi School of Economics, University of Delhi.
 Conference Chair: Sh. K.K. Srivastava
 Conference Co-Chair: Dr. Shuchi Pahuja
 Conference Convener: Dr. Atul Kumar
Time: 10:30 am -11:00 am Break
Time: 11:00 am -01:00pm Technical Session-I to VI
Time: 01:00 pm -2:00pm Break
Time: 02:00pm - 3:00 pm Valedictory
 Chief Guest: Prof. J.P. Sharma, Chairman, Global Research
Foundation for Corporate Governance; Former Head and Dean,
Department of Commerce, Delhi School of Economics, University
of Delhi.
Topic: “CSR – Pre COVID and during COVID”
 Keynote Speaker: Ms. Payal Malik, Advisor (Economics); Head
of Economics Division, Competition Commission of India.
Topic: “Data Monopolies and Sustainable Economic Development”
 Address by: Dr. Rajni Jagota, Teacher In-charge, Department of
Commerce, P.G.D.A.V. College.
 Concluding Remarks: Dr. Atul Kumar

(xxii)
Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

SUSTAINABILITY OF PLANET AND PROFIT

We are exploiting and destroying nature at an unprecedented rate. Efforts

by governments to halt the destruction of the nature on the other hand
have been woefully inadequate. These has been considerable damage caused
by overconsumption, population, pressure, and intense agriculture; human
well being truly adversely affected. Unchecked, it would undermine the
systems that sustain life, and for countries like India, derail efforts to improve
living standards. The WWF’s biennial report finds a 68% decline in animal
population between 1970-2016. The UN’s Global Biodiversity Outlook 5 finds
that the countries will fail to meet all the 20 targets set in 2010 to slow
down the destruction of wildlife and ecosystem. This will be the second
consecutive decade when the world will fail to meet its target. Countries
need to stop up individually and collectively. We must make a transition to
development pathways that take into account the critical role of nature.
Failure to do so would undermine the efforts to meet the Paris climate
goals and the 2015 Sustainable Development Goals (SDG).
All-nations, but more so developing countries such as India that have
considerable development deficit and need to augment economic growth
to bridge the gap, must mainstream nature in its development plans. From
reduced pollination that lowers crop yields and wild fires that ravage
communities to the extinction of creatures of rare beauty, loss of bio-
diversity produces more harm. The planet cannot take any meaningful
break if we do not regulate chemicals, reduce and eliminate toxins, and
circulate all materials. Let’s face it, our consumption spells annihilation.
Woke, a term in modern lingo, refers to being awake about social issues,
including global warming, climate change, sustainable production and
consumption etc. inter alia. Contrary to popular belief, India is structurally
more ‘Woke’ than so called developed western world. Thus while we are
told that India is filthy and polluted, actually it has a per capita emission
of 1.8 tonnes, way lower than the global average of 4.7 tonnes and much
smaller compared to the U.S. and Australia that pollute 8 times more, at
16.2 and 16.9 tonnes. India’s reduced carbon footprint might be attributed
to a lower motorization rate – 18 per 1000 population vs. 602 for EU and
747 for U.S. Also, to avoidance of methane producing meat and beef farms

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due to India’s naturally ‘WOKE’ diet. Top 18 out of 172 countries have a
per capita annual meat consumption of greater than 90 kgs; India
consumption, one twentieth of that.
India pollutes far less, consumes more frugally, and lives more sustainable
that most. But be warned, climate issues are like COVID- they spare none.
There is an externality issue involved here: These are no national boundaries
segregating India from the rest of the world. Hence India cannot afford to
be complacent. As it strives to progress faster and faster materially, through
the route of industrialization, sustainability will be at risk- sustainability
of environment, planet earth, and business themselves. Human progress is
like a triangle with three arms-people, planet, and profit, the 3 P’s. If we
wish to increase the size of the triangle, then lengthening all the arms
simultaneously only will yield result. Thus, while trying to squeeze more
profit will only mean ill effects for the planet and human resources,
sustainability at the expense of fair profit is equally not maintainable.
Both are important-sustainability of business and sustainability of mother
earth, since there is no either-or choice prevailing. If we take plastics as
a case study, the facts are alarming and life threatening. By 2050 there
will be more plastic in the ocean than fish. In 2014 plastic production in
the world was 311 MT; in 2050, according to WEF, it would hit 1124 MT.
By weight ratio of plastic to fish in the ocean was 1.5 in 2014; by 2050 it
would be an alarming 1:1. India discards 15,000 tonnes of plastics daily,
of which 43% is single use. Single use plastics are a sinister menace. Plastic
itself has replaced aluminium, steel and natural fibres like jute and hemp
in many industries. But remains beyond the pale of established waste
collection system for recycling purposes and floats on the surface of earth
and ocean for centuries. In turn it does damage to our marine life, fisheries,
farming and therefore us, the homo sapiens. All stakeholders – consumers,
producers, and regulators have to contribute to tackle the horrifying spectacle.
Alas, however, till now the intent and action both have been rather sparse.
Why does human mind not think consciously and urgently about
environment damage, compared with, say, terrorism? This is because as
social mammals, we only think about living beings and their evil designs.
If global warming had been unleased on us by a ruthless despot, we
would have been concerned. Second, if a violation fails to transgress moral
boundaries, it may not alarm our brain. No human society has moral rules
about atmospheric chemistry. Three, the threat is still lurking somewhere
in future. We get concerned about a clear and contemporary attack, and
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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

not to something which is not even in out line of vision. These, and then
some more, reasons have therefore at best led to green washing. To convert
ourselves into green consumers- until then business will not feel pressured
to mould itself- we need to adopt a marketing approach. Engagement
with ‘activated’ consumers is needed. This requires knowing what, as regards
environment friendly substitute products, does a consumer want, at what
price preference, with what price performance trade off, and with what
kind of underlying appeal (functional, emotional, or social). Based on these
answers, the marketer needs to develop environmental improvement through
innovation in market structure, material usage and scouting services.
Customer intimacy and competitive advantage need to be looked at from
new strategic frameworks; and cooperation along the whole value chain
needs to be ensured so as to incorporate the impact of climate on their
changed shopping pattern. Equally, producers have a huge rote in
transforming the way environment damaging products are produced and
consumed. If we take ITC as an example, the company has over the years
built a robust portfolio of environmentally sustainable business. It is the
only enterprise in the world of comparable dimensions which is carbon
positive, water positive and solid waste recycling positive for more than
a decade now. ITC has been ranked number-1 globally among its peers
and No. 3 overall on Environmentally Sustainable Gaols (ESG) performance
in the food products industry by sustain analytics, a renowned global ESG
rating company. In 2020 ITC’s paperboard industry become the first facility
in India and the 2nd in the world to be awarded the Alliance for water
stewardship platinum level certificate.
In sum, we must acknowledge that we need to incessantly highlight the
current state of environment; this will force one to think about the harm
we are causing to our planet, and in turn ourselves. Companies must
realize that in long run sustainability is possible only if they are sensitive
to the needs of the planet. Responsible consumers, business process, products,
and Govt. policies together can ensure sustainability and a planet to live
on one hand and ‘clean’ profit on the other.

K.K. Srivastava
Associate Professor
P.G.D.A.V. College,
University of Delhi.

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ACCOUNTING

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Dynamic of Corporate Enviornment Disclosure and Financial

Performances: The Case of Carbon Foodprints
Dr. Sanjay Kumar Patel* & Ms. Poonam Kumari**
*Assistant Professor Central University of Rajasthan, Ajmer –305817
**Research Scholar Central University of Rajasthan, Ajmer –305817
Email id:2018phdcom002@curaj.ac.in

The intensifying pressure of climate change, excessive exploitation of natural

resources, destruction of ecosystem and rising of global warming due to
carbon element has grab attention of not only government, but also of
companies. The purpose of the study is to examines the effect of carbon
emissions on corporate financial performance indicators (ROE, ROA, ROIC
and ROS) of 41 Indian CDP companies for 2018 fiscal year. The present
study used multiple regression analysis to find the association between
carbon emissions intensity of CDP companies and financial performance
indicators. The results of the study indicate that the companies which
focus on the carbon emissions reduction and green investment are more
able to manage its financial performance. Thus, this study delivers the
useful insights to companies that how better utilization of resources and
efficiency can improve the financial performance of firms. The study adds
to the existing studies of carbon emissions reduction and corporate financial
performance. Furthermore, it supports the literature in the way that carbon
emissions reduction can generate better financial performance.
Keywords: Carbon Emissions Intensity, Financial Performance, Indian CDP
Companies, Climate Change, Global Warming, Green Investment.

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GHG Reporting in India: A Study of Select Companies

Disha Negi
Assistant Professor, Hierank Business School Noida
Email id: d.negi9293@gmail.com

Climate change is real. Melting glaciers, extinction of flora & fauna species,
scarcity of natural resources, increasing pollution and burgeoning incidents
of natural calamities, all these events herald a new era for humanity. Each
and every action needs to be carefully taken as it pushes us further towards
the looming risk of our planet’s destruction. Reckoning the gravity of this
issue, world economies have agreed to take requisite steps in order to keep
a check on the GHG emissions that are considered to be the largest culprits
of increasing global warming. The primary sources of GHG emissions are
considered to be transportation, electricity production, industries, commercial
& residential and agriculture respectively. India is the third country after
US and China that has the highest amount of GHG emissions. It was
acknowledged that in order to curb the intensity and quantity of carbon
emissions, the activities and processes of various industries need to be tracked.
To meet this objective, many initiatives were taken that are helping the
organizations account for their carbon emissions. Different countries have
adopted different formats to direct businesses in making their GHG disclosures.
Many voluntary organizations are also working in the same direction like
Global Reporting Index (GRI), GHG Protocol, Carbon Disclosure Project
(CDP), etc. All these initiatives and efforts have prompted the organizations
to make necessary disclosures and set emission reduction targets to exercise
effective control over their carbon generating processes. However, it being
a relatively new practice, there is lack of systematic accounting and reporting
structure that can help various organizations disclose their carbon emissions
in a uniform manner. Through this study, an attempt has been made to
peek into the reality of GHG emissions disclosures made by Indian companies
which can help us assess the effectiveness of existing regulations and practices
with regard to the same. It was found that large number of companies in
India have started making GHG disclosures as part of their CSR, either
through their sustainability reports or through CDP.
Keywords: GHG Reporting, Carbon Emissions, Climate Change,
Sustainability, Disclosures, CDP.
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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Corporate Environmental Disclosure of Indian Oil & Gas

Companies: An Analysis of Executives’ Perceptions
Kishore Kanti Majumdar
Research Scholar, GD Goenka University, Gurugram
e-mail :majumdarkk@gmail.com

Indian oil and gas companies, among other things, communicate

environmental information arising out of its business activities to stakeholders
by disclosure in annual reports. Environmental information published in
annual reports lack consistency in content due to variability of perceptions
on environmental issues among company executives. Many studies have
been conducted to examine reasons behind difference in corporate
environmental disclosure (CED) practices by comparing firm characteristics,
executives’ perceptions. Therefore, the present study aims at investigating
the perceptions of executives from 25 listed Indian oil and gas companies
on corporate environmental disclosures in the annual reports.An attempt
has also been made to determine whether the extent and type of
environmental disclosures have correlation with characteristics of firms or
executives. For this purpose a questionnaire was constructed having questions
relating to environmental disclosure issues on the basis of eleven
environmental indicators suggested in Oil and Gas Industry guidance for
voluntary sustainability reporting framework by an international organisation
(IPIECA, 2015). The Google form questionnaire e-link was sent to selected
company executives of the sample companies by email seeking their responses
on multiple-option questions. Data was received from 830 respondents.
Corporate Environmental Disclosure (CED) Index was computed as a
continuous dependent variable based on responses on four environmental
issues. The collected data was analysed using Descriptive statistics, Bivariate
correlations, and Kruskal-Wallis 1-way ANOVA test on SPSS Statistics,
Version 26. The study revealed that executives of oil and gas companies
had different perceptions on importance of four environmental issues given
in the questionnaire for disclosure in the annual reports. A significant
statistical relationship was found between environmental disclosure index
and respondents’ positions in the company, respondents’ knowledge on
annual reports as well as company value streams. Hypothesis tests revealed
that there were significant differences in perceptions of different categories
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of executives on importance of various environmental issues for disclosure

in the annual reports. The differences existed within 4 groups of executives
and among executives with different knowledge of annual report. The
executives from oil and gas companies recognised that environmental issues
are associated with different activities across the value chain and these are
materials for disclosure in annual reports. This study puts forward that
environmental disclosures in annual report gets affected by level of positions
held by executives in their respective companies and their level of knowledge
of annual report. It is suggested that a greater role to knowledgeable
senior executives at key position should be assigned to deal with
sustainability disclosure affairs.
Keywords: Annual Report, Disclosures, Environmental Issues, Oil and Gas,
Value Streams.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

CORPORATE SOCIAL RESPONSIBILITY

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Issues and Challenges in Mandatory CSR

Akanksha Saini* & Pradip Kumar Parida**
*Research Scholar, RGIPT, Amethi
**Research Scholar, RGIPT, Amethi
Email id: pm1902@rgipt.ac.in

The boost intensity towards social responsibility across the globe is not
brand-new concept. Many countries encourage organizations for their financial
disclosure & the information that impact employee, community, society,
environment need to be considered before executing any B-plan. The phase
CSR is evolved later in the ancient times term like philanthropy, charity
were used. Indian epics have unfolded corporate governance in several
forms. Different model of corporate governance were introduced for example
Trusteeship model by Gandhi ji & many more. Before LPG revolution
high taxes were charged from the private companies & they were less in
number. Even at that time economic condition of our country is not that
good. After LPG things changed completely. LPG brought evolution in
the industry sector. The main focus of organization at that time was to
earn profit only, there was absence of higher authority to keep check &
balance. Later on hefty scandals were observed that put India under shame.
After a long discussion CSR was declared as the mandatory chapter under
sec 135 of Company Act 2013.All the listed liable companies under section
135 need to spend mandatory amount of 2% from their profit for the
society. Before this very famous law in terms of corporate governance was
introduced in the year 2002 Sarbanes Oxley Act by US after a big scams
of Enron, WorldCom.
Even after the introduction of mandatory CSR framework loopholes are
observed every year we can see the example of bad governance, recently
ICICI-Videocon loan case. This paper discusses the loopholes of the regulatory
framework. Why is CSR in the nascent stage even after 6 years of mandatory
laws implementation? deep analysis is done by including views of reputed
Academicians in field of corporate governance & working CSR professionals
from PSUs. A good amount of time is spent in understanding the CSR
compliance from the reports provided by the ministry of corporate affairs.
This paper will provide highlights about how CSR is evolved globally as
well in Indian context only few papers are available on this concept. What
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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

are the major issues in implementation of CSR is elaborated thoroughly

along with the recommendation to improve governance. Ideally it is not
possible to reach on the top suddenly but slowly & gradually small steps
can help in reducing bad governance & improvement in compliance
percentage. This paper is useful for the professionals, Research scholars,
academicians working in the field of corporate governance or for the
individuals wants to understand the current scenario of CSR.
Keywords: CSR Concept, Growth, Issues & Challenges.

Corporate Social Responsibility and Sustainability: An Urgent

Need of the Hour
Ramesh Kumar
Assistant Professor, Department of Commerce, PGDAV College Eve
Email id: rkbarman2@gmail.com

Corporate social responsibility is taking the responsibility to empower people

both socially and economically. Corporations do not exist in a vacuum.
They exist within community and are under the law of the nature. CSR
include a new dimension to the corporations’ performance in the social
fields, contributing to the sustainable development. Corporate social
responsibility is a process in which all companies come together as one
and take part in the welfare of the society. It is often referred to as business
responsibility and an organization’s action on environmental, ethical, social
and economic issues. As per United Nations and the European Commission,
Corporate Social Responsibility leads to triple bottom-line: profits, protection
of environment and fight for social justice. According to Adam Smith the
needs and desires of society could best be met by the free interaction of
individuals and organizations in the marketplace Corporation who advocate
that the business of corporation is to seek profits and increases a shareholder
value do not understand that they have to act like a corporation. They
have to act like full fledge members of the society, with duties and
responsibilities. Now days, corporation need to broad- minded and reach
out to the communities they function it. This paper is attempted to

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understand the concept of CSR, current scenario of CSR in India and role
of it in economic sustainable development.
Keyword: CSR, Sustainability, Corporation, Society Welfare.

CSR: Issues & Challenges in 2020

Dr. Alka Chaturvedi
Assistant Professor, Department of Commerce, Kalindi College, University of Delhi
Email: chaturvedi.alka725@gmail.com

CSR demonstrates that a business firm takes interest in wider social issues,
rather than just those that impact its profit margins, which will attract
customers who share the same values. Therefore, it makes good business sense
to operate sustainably. The practical implementation of CSR is faced with
a lot of issues and challenges. The mission of the CSR Challenge is to
promote sustainability and social responsibility while encouraging future
leaders to think differently and to explore solutions to social and
environmental challenges.

India’s Mandatory CSR Paradigm: Issues and

Implementation Challenges
Dr. Priyanka Murria* & Sarthak Bhojwani**
*Associate Professor, Institute of Innovation in Technology & Management,
Affiliated to G.G.S.I.P University, New Delhi
**Student, B.Com 3rd Year, Chander Prabhu Jain College of Higher Studies and School of Law
((G.G.S.I.P University)

The Sustainable development of any economy requires flourishing and

inclusive societal frameworks. The establishment of this framework requires
a complete transformation, reformulation and refinement of existing policies
that can bind economically motivated behaviors with the societal constituents.
In the nexus of business and society, this needs consideration of firm’s
policies and their impact on society and its activities. This paradigm of

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consolidation of firm’s activities with society is prevalent from long. However,

it has gained momentum in more recent times when the government became
proactive in its implementation. A major initiative in this regard was
restructuring of business-society nexus under the Companies Act 2013 by
Indian government. Through this initiative, the government made an effort
to expand horizons of business sector and tried to trickle down its benefits
to the meet the local, regional and national expectations of the society.
Thus, it acts as a gateway for understanding a number of firms and society
related issues and aims at protecting the environment and the various
interest groups of the society.
The present paper is divided under five sections. In the first section, the
concept of corporate social responsibility (CSR) has been explained along
with the explanation of Triple Bottom Line Approach to CSR.Thereafter,
in section 2, an explanation of mandatoryCorporate Social Responsibility
initiative in India has been explained. In section 3, the issues and challenges
faced in implementation of mandatory CSR paradigm in India have been
elaborated. The paper further moves with section 4 where the conclusions
and suggestions have been discussed. In this paper, it is concluded that
greater care has to be taken while implementing mandatory CSR in order
to ensure its effective implementation.
Keywords: Consolidation, Implementation, Mandatory, Paradigm, Triple
Bottom Line Approach.

Corporate Social Responsibility: Issues and Challenges

Pooja Rani
Assistant Professor, Ramjas College, University of Delhi
Email: singhpoojaps92@gmail.com

Corporate social responsibility (CSR) plays an important role in the

development in the economic phase of society. The organization that follows
CSR strategies increased day by day. There are number of reason for
organization to operate its activity in ethical and social manner. The
contribution of CSR made compulsory to all organization. The aim of CSR
is to improve the welfare of society and to protect the environment. Many
companies take various CSR initiatives to improve the local community

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and environment. CSR is not meant for donation, charity, it is a service to

community, enhancing society standard, make nation environment friendly
and promote religious conduct of society. There are various CSR trends
that make CSR strategies efficient in organization like green mechanization,
global companies acting locally, increased transparency and diversity and
inclusion. There is CSR amendment under companies (Amendment) Act,
2019 given the ways in which company can utilise unspent fund of CSR.
Through this research paper try to understand the concept of CSR strategies
and policies, examine the impact of CSR on corporate organization, prevailing
issues of CSR and challenges that face in path of CSR. Various CSR initiatives
taken by Indian companies like Ambuja Cement Limited, Tata Chemical
Limited, Infosys limited, Bharat Petroleum Corporation Limited etc..to
enhance the awareness of CSR in nation. Through this research paper try
to analyse the status of CSR in India and issues and challenges faced. This
research paper focuses on secondary source of data and descriptive type
of research to be followed.
Keywords: CSR, CSR Strategies, Company Act, Donation, Charity, Business
Ethics, Social Welfare, Issues and Challenges of CSR.

Mandatory CSR in India: Issues and Challenges

Ms. Priyanka Yadav
M.Phil. Research Scholar, Department of Commerce, Delhi School of Economics,
University of Delhi, Delhi
Email: priyankaydv51@gmail.com

“Business is the only mechanism on the planet today powerful enough to

produce the changes necessary to reverse global environments and social
degradation.”
—Paul Hawken
It has been rightly quoted by Paul Hawken, an American environmentalist,
activist, entrepreneur and author that the degradation of environment and
society can be reversed with the only mechanism called business. This is
because business is integrating the world rapidly and influencing the lifestyle,
values and culture of the people. OECD Report of 2012 showed that around
39.3% of the wealth is held by merely top 0.6% of the population of the
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world. Business tycoons like Bill Gates, Ratan Tata and many more are
giving back to the society by giving donations, collaborative partnership,
etc.
Since independence, Indian economy is evolving continuously to fine tune
its policies and rules and regulations with the changing dynamics all around
the world. This was observed in the gradual shift from socialism to mixed
market during the 1990s with various changes such as de-licensing,
privatisation, etc. A need was felt to replace the Companies Act, 1956
which came into existence 50 years back. A new Companies bill was
introduced to enact a new law. Deliberation with standing committees
facilitates resolving all the issues raised by various stakeholders. Companies
Bill was passed in the lower house i.e., Lok Sabha on 18 th December, 2012
and the upper house i.e., Rajya Sabha 8 th August, 2013.
Let’s think of a situation when a stone is thrown into a water body, say,
a river or a pond. This small act will create a movement in the water
body in the form of ripple effect. Though the size of that stone is small,
but impact size is much greater. Therefore, we can say that a small positive
act can create miracles in the nearby environment. If we see the phenomenon
of mandatory CSR with the same lens, then, it strives to achieve the goal
of welfare of society with the equitable distribution of resources.
An attempt has been made here to identify the key issues and challenges
that has been faced by the Indian government by making CSR a mandatory
provision in the Companies Act, 2013.
Keywords: CSR, Companies Act, 2013, Mandatory, Voluntary.

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The Contribution of the Regulated CSR Regime to the

Achievement of SDGs: The Case of India
Neelam Jhawar
Assistant Professor, Department of Commerce,
Indraprastha College for Women, University of Delhi,
E-mail: neelamjhawar90@gmail.com

ABSTRACT
The concept of CSR has been in the academic fraternity for decades.
Nevertheless, it is still evolving. There is lack of consensus on how CSR
should be defined and implemented. In the backdrop of the mounting
need for organizations to act in a socially responsible way, and the lack
of a universal definition of CSR, India, one of the fastest growing economies
in the world, made an attempt to organically develop a model of CSR that
suits its developmental challenges. Section 135 of the Companies Act 2013
makes CSR spending mandatory for a large set of companies satisfying a
certain threshold. This has been a departure from the global norms, as
CSR is largely understood as a voluntary subject. What makes Section 135
unique is that not only does it make the disclosure of CSR activities
mandatory, but goes one step further by making CSR spending mandatory.
In the light of the growing relevance for sustainable development, the
paper views the contribution of the regulated CSR regime towards the
achievement of United Nation’s Sustainable Development Goals (SDGs).
Schedule VII of the act, which lists the activities that can be undertaken
as CSR, is juxtaposed with the UN’s 17 SDGs to conclude the desirability
of a regulated CSR regime, especially for a developing economy, from the
perspective of achieving a development that can be sustained.

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ENVIRONMENT

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Plastic Waste Management to Popularize Tourism in Delhi:

A Case Study
Dr. Brijesh Kumar
Assistant Professor
Dept. of Tourism Management, Govt. College,
Gurugram, Haryana (India)
Email: brijeshkumar8787@gmail.com

It has been observed that there is not proper level of satisfaction among
visitors in terms of cleanliness, pollution, to waste disposal in Delhi, which
reduce its appeal for visitors to visit the destination again and again.
Tourists during their tours throw waste items comprised plastic water
bottles, wrappers of chips, candies, chewing gums etc. Tourists are equally
responsible for the ever growing mountain of waste. Data provided by the
Ministry of Environment and Forests shows that Delhi generates about
10,000 metric tonnes of garbage every day. Of this, about 600 metric tonnes
is polythene and discarded plastic items. It is the highest share of plastic
waste, among all Indian metropolitan cities, at 10.14%.
The social habits of people of throwing waste, urinating etc. in open is
disgusting. Experts say plastic and wrappers, which are classified as multi
layered plastic, can’t be recycled and are not bio-degradable. It causes
water, air, and solid pollution. This kind of plastic is not even picked
from the litter, blocking it in the soil and thereby hampering regeneration
of plants. Plastic waste reduces the quality and production of soil. Plastic
becomes part of the blood of aquatic animals and fish. If we fail to protect
environment from plastic waste it will affect eco-tourism in this region.
Delhi will receive low volume of tourists and we may be out of business
very soon.
So the main objective of the present paper, is to reduce plastic waste,
sensitize people about the environment in order to preserve natural resources
and to project Delhi as a “Swachh Tourist Destination” which will enhance
the experience of visitors from India and abroad.
Keywords: Waste, Plastic, Tourism.

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Subordination of Individual Effort to General Goal

Accomplishment: A Study of Waste Management
Practices by FMCG Giants
Dr. Nirmesh Sharma
Assistant Professor, Roorkee Institute of Technology, School of Management, Roorkee
Email: nirmesh0120@gmail.com

“We must not only sustain the behavioral change seen in people but also
harness the latest technologies available to transform waste into energy. I
now propose to expand the Swachh Bharat Mission to undertake sustainable
solid waste management in every village,” Nirmala Sitaraman*1
Excessive consumption is a curse of our modern times. In India 60% of
the waste is collected from the households and only 15% of the urban
waste is processed. To overcome such a problem many big business houses
like ITC, HUL, Tata, Mahindra etc., has come up with their flagship initiatives
which seeks to evolve a sustainable and a scalable solution to segregate,
collect and promote reuse or recycle solid waste. The industrial giants are
directly contributing to governments’ flagship initiative ‘Swacch Bharat
Abhiyan’and also lives up to the dreams of our father of nation. The
success of these initiatives again make Fayol’s principle of “Subordination
of individual interest to general interest’ relevant in present scenario a by
their contribution to the Honorable Prime Minister’s Vision of Swachh
Bharat.
Keywords: Waste Management, Role of Industrial Sector, Initiatives for
Solid Waste Management.

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

Solid Waste Management by Textile Recycling:

Challenges and Solutions
Kanika Agarwal* & Dr. Seema Sekhri**
*Ph.D. Research Scholar, Department of Fabric & Apparel Science, Lady Irwin College,
University of Delhi, New Delhi, India
**Associate Professor, Department of Fabric & Apparel Science, Lady Irwin College,
University of Delhi, New Delhi, India

In the past when population was less, everything was fine as the needs
were few and resources available were abundant. The human being has
been generating waste since beginning but the waste generation was such
that it got naturally recycled. Now, with the growth in the population
combined with the overall improvement in living standard has resulted in
a steady increase of fabric consumption. After the Industrial revolution
the production of textiles had increased to a great speed in order to fulfill
the demand. The increased production of textiles had been able to serve
the increased demand of the consumers. The rate of purchase and disposal
has increased dramatically when it comes to clothing.
India generates around 188.5 million tonnes of MSW per day and 6% of
which is textiles. This represents an alarming situation as textiles present
particular problems in landfill. Synthetic products like polyester garments
do not decompose, while woollen garments decompose and produce methane,
which contributes to global warming. Textiles are nearly 100 percent
recyclable, thus attention needs to be given to their recycling. Recycling
textiles is a process that affects many entities. The impact that the textile
recycling will put on the earth is worth creating awareness. The present
study aims to understand the challenges in textile recycling being faced
by Indian Industries and suggest some sustainable solutions.
Keywords: Landfill, Textile Recycling, MSW, Challenges, Sustainable
Solutions.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

fo’o eas tyok;q ifjoruZ n’kk ,oa fn’kk

MkW- pUnu dqekj
lgk;d izk/;kid ih-ih-;w-] iVuk
‘kks/kkFkhZ ¼fof/k½ ‘kkjnk fo’ofo|ky; ,oa v.kqMkd

thok’e bZa/ku ds ngu vkSj izkd`frd lalk/kukas ds vR;f/kdnksgu ds dkj.k tyok;q ifjorZu dh xEHkhj leL;k mRiUu gqbZ
gSA ;fn tyok;q ifjorZu dks le; jgrs u jksdk x;k rks yk[kkas yksx Hkq[kejh] ty ladV vkSj ck<+ tSlh foinkvkas dk
f’kdkj gkasxsA ;g ldaV iwjh nqfu;k dks izHkkfor djxskA ;|fi tyok;q ifjoruZ dk lcls vf/kd vlj xjhc ns ’kkas ij
iMsx+kA blds lkFk gh bldk lcls t;knk vlj ,sls ns’kkas dks Hkqxruk iMs+xk] tks tyok;q ifjorZu ds fy;s lcls de
ftEesnkj gSA fiNMs+ vkSj fodkl’khy ns’kkas ij tyok;q ifjorZu ls mRiUu leL;kvkas dk [krjk vf/kd gksxkA tyok;q
ifjorZu vkdZfVd {ks=] vÝhdk vkSj NksVs }hiksa dks vf/kd izHkkfor dj jgk gSA bldh /kzqo ‘ks”k nqfu;k dh rqyuk esa nksxquh
nj ls xeZ gks jgk gSA oSKkfudkas ds vuqlkj vkxkeh dqN o”kkZs eas xzh”e _rq ds nkSjku mrjh /kzqo dh cQZfi?ky tk,xhA ,d
vU; v/;;u ds vuqlkj ,slk N% o”kZ ds nkSjku Hkh gks ldrk gSA fiNys 100 o”kkaZs eas vaVkdZfVdk ds rkieku eas nksxquh o`f)
gqbZ gaS blds dkj.k vaVkdZfVdk ds cQhZys {ks=Qy eas Hkh deh vkbZ gSA bl izdkj ogka dh ikfjfLFkfr dh eas gksus okys cnykokas
ds dkj.k ogka mifLFkfr leLr tho Hkh izHkkfor gksrs gaSA ;fn rkieku eas o`f) blh rjg gksrh jgh rks bl lnh ds vUrrd
,YIlioZr Ja~[kyk ds yxHkx 80 izfr’kr fgeun Xysf’k;j fi?ky tk;asxsA gekjs fy;s ;g fpUrk dk fo”k; gS fd fgeky; {ks=
ds fgeun fo’o ds vU; {k=skas ds fgeunkas ls vf/kd rsth ls fi?ky jgs gaSA/kjrh ds rkieku eas o`f) ds dkj.k fgeun vkSj
/kzoh; izns’kkas dh cQZ fi?kyus dh j¶rkj c<+ xbZ gS ftlds ifj.kke Lo:i egklkxjkas dk ty Lrj vklSru 27 lsaVhehVj
mij mB pdqk gS

Municipal Solid Waste Management in Agra, India:

Challenges and Solutions
Dr. Mohd Shoeb* & Aamir Aslam**
*Assistant Professor, Department of Commerce, Aligarh Muslim University, Aligarh.
**Research Scholar, Department of Commerce, Aligarh Muslim University, Aligarh.
E-mail: aamiraslamr@gmail.com

Purpose: This study aims to present the ongoing activities and conditions
of the solid waste management network in the medium-sized Indian city
Agra which is famous for the Taj Mahal by exploring the principle
consequences and glitches to its ineffectiveness, inadequacy and to add
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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

some proposals and guidance to enhance the SWM framework and practices.
Methodology: This study is directed towards three different parts. The
first part includes the collection of background information and facts with
the help of various research reports and publications related to the municipal
solid management system. The next part includes the organization and
analysis of data, the last part includes a theoretical framework that has
been evolved for MSW network. Findings: The current solid waste
management system in the city comes out to be vastly inadequate. There
is no proper collection and treatment of waste, majority of the waste is
being ditched in open fields in the outskirts of the city which is directly
dominating to pollution of air, water and land. Research Implication/
limitation: There is a requirement to evolve a proper and sophisticated
system of waste generation, collection and treatment of different wards of
Agra. There is also a need to discover the accurate size of the unconventional
waste recycling sector and the economics of waste recycling in the city to
incorporate it with the conventional sector. The suggestions in this research
paper have been drawn on the foundation of data collected, genuine
observation and analysis. This study is only specific to the Agra region,
collection and analyzing of data from other regions would help understand
the solid waste management system more accurately. Conclusion: The
present solid waste management scenario in Agra is not satisfactory, despite
all effort being done by Agra Municipal Corporation with available resources.
One of the biggest problems with the municipality is lack of fund and
proper infrastructure facilities.
Keywords: Waste Management, Sustainable Development, Recycling, India.

Farm to Fork Sustainable Regeneration of Indian Fruits

Storage: Role of Technologies and Digitization
Navita Mahajan* & Avin Chakola**
*Associate Professor, Amity University, Noida
Email: navitamahajan07@gmail.com
**Student, Amity University, Noida

India’s Horticulture which hit record high of 300 Million MT in 2016-17,

which was even more than production of food grains for the year. The
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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

post-harvest losses up to the extent of 40 per cent coupled with India’s

position in International Business of fruits Export has attracted modern
and smart digitized formats in Supply Chain Network technologies. The
usage of Artificial Intelligence has further scaled the prospective chances
to expanded margins through quality regulator. The input channel, business
model re-engineered Horticulture Industry of our country and losses to
the extent of Rs 400 billion a year, gearing up new technologies in supply
chain and smart packaging. Not only the well-established organizations
but startups have entered into this Smart Technology integration as
opportunity in fresh fruits is higher than the processed foods. We are
matching the standards where India will not be the world leader in
production of fruits but a global leader as well in export and treading of
fruits in International Business Platform.
Keywords: Supply Chain, Technology, CA Technology, Sensors.

Solid Waste Management in India: A SWOT Analysis

Shikha Dubey* & Akhileshwaro Nath**
*Ph.D. Research Scholar, Veer Bahadur Singh Purvanchal University, Jaunpur, Uttar Pradesh, India
dubeyshikha27@gmail.com
**akhileshwarnath20.001@gmail.com

Rising income, uncontrolled, unplanned urbanization, and changing lifestyles

have resulted in increased volumes and changing composition of solid
waste in India. It is proceeding towards waste management in the unscientific
and unsystematic manner and unsound waste management in-country affects
the public health of inhabitants to a great extent. Even in the present
scenario of India towards waste management is, a large portion of solid
waste is dumped immethodically on outlying districts without any prior
treatment. This leads to an increase in air pollution, water pollution, and
land pollution as well and the current system of the municipal solid waste
management system (MSW) in India focuses on the collection and
transportation of largely mixed unsegregated waste for sustainable solid
waste management.
Furthermore, the fixed available quantity of natural resources and the increase
in demand is making the problem more complex and challenging. The
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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

solid waste management system is a matter of concern for public health

and has become a major challenge in India. Sustainable consumption and
strategic waste management system would be required to prevent more
depletion of Indian resources with help of this target of zero waste city
(100% recycling) of municipal wastage and (100% recovery) of all resources
from wastage can be achieved in future. Due to rampant urbanization and
industrialization the rate at which waste generation is increasing, it’s expected
to reach 230 million tons per year by 2041. The objective of this research
paper is to conduct a SWOT/SWOC (strength, weakness, opportunities,
and the threat or challenges) analysis of solid waste management (SWM)
in India by analyzing both internal and external factors that affect the
SWM system in India, based on which future strategies could be made.
This swot analysis would further help in the development of the
environment-friendly zero-waste city in India.
Keywords: Unsound Waste Management, Zero Waste City, Solid Waste
Management, SWOT Analysis, Unsegregated Waste.

Legal Evaluation of Waste Managements and Recycle and

Public Policy in India vis-a-vis Sustainable Development
Advocate Rahul Tiwari
Research Scholar, LLM – KR Mangalam University, Gurgaon
Email: tiwari4431@gmail.com

Industrialization is becoming very important for emerging nations like

India, which have huge population Dramatic growth in urbanization and
per capita income contributes in a high rate of solid waste production by
the people. In contemporary periods, owing to its use electronic and other
products, E-waste and plastic waste often amount tremendously to total
waste stream. We have laws for everything but due to huge ignorant and
uneducated people, these laws are not executed at the grassroots level.When
any of the aspects of solid waste management are not addressed
appropriately, these wastes will cause dangerous threat to human health
and the ecosystem. It contributes to contamination of the groundwater and
higher air pollution. Number of researches demonstrate that 80 per cent of
overall solid waste could be recycled or processed afterwards. Inappropriate

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

sorting of waste as well as other variables induce the recycling sector to

operate on obsolete equipment. As per a study of 151 city officials from
all over the globe under United Nations Development Programme, the
second most severe concern confronted by urban residents (only after
unemployment) is grossly insufficient disposal of solid waste. The present
article examines the legal description and policies on waste management
existing in India, the obligations of the authorities involved and the potential
necessity to enhance the legal regime for effective management of the
Indian environment, as well as addressing the obstacles between public
policies and sustainable development. Our existing laws are considered as
incapable of ensuring environmentally sustainable and effective methods
of coping with waste production for recycling operations. The regulations
aren’t well comprehended and enforced efficiently. Enhanced legal framework
and stringent law enforcement may lead to bring a modified appearance
in Indian society in the coming years. The whole research explains present
state of urban solid waste management in various parts of India. It also
outlines a collective comprehensive endeavour that enhances the execution
of legal frameworks, organizational structures, fiscal policies, infrastructure,
business management, development of human capital, and public
participation and awareness of India’s Integrated Waste Management System,
recycling etc.
Keywords: Industrialisation, Urbanisation, Public Policy, Waste Management,
Recycle, Sustainable Development.

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

FINANCE

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Does the Riskiness of Small Firms Affect their

Stock Market Performance?
Kirtika Kuhar
M.Phil. Scholar, Department of Commerce, Delhi School of Economics, University of Delhi
Kirtikakuhar1995@gmail.com

Size effect refers to the tendency of the stocks of small sized firms to provide
higher risk-adjusted returns than their large counterparts in the stock market.
Since such returns on small sized firms’ stocks are inconsistent with the
predictions of the capital asset pricing model, size effect is also known as a
stock market anomaly. Since the discovery of size effect in 1981 in the U.S.
stock market, studies from around the world have confirmed the robust and
pervasive presence of size effect in both mature and emerging markets. Various
researches have attributed the inherent riskiness of small sized firms’ portfolio
as a probable cause for its anomalous performance in the capital market.
Such riskiness arises because small sized firms are largely characterized by
high financial leverage, low production efficiency, lower reach to credit market,
and a consequent high distress level as compared to large firms. The stocks
of small firms are usually given less coverage by the analysts and such stocks
are information deficient. Moreover, stocks of small firms are less frequently
traded thereby reducing their liquidity and enhancing the investor’s risk
perception. All of this is not captured by the beta of single factor capital asset
pricing model but is not ignored by the stock market. It is reflected in the
performance of the shares of small firms’ which are traded at a premium to
compensate the bearers of increased risk. This paper empirically examines
and confirms the presence of size effect in Indian stock market from 2015 to
2019 using monthly stock return data of all the companies constituting the
NSE 500 equity index. The size of the company is measured by its market
capitalization. The cut off implicit yield on 91 days’ T-Bills is taken as a
proxy for risk free rate and NSE 500 index closing value is used as a proxy
to calculate return on the market portfolio. The continued presence of size
effect in Indian stock market strengthens the school of active investment
strategy. It promises superior returns by using firm specific information and
challenges the informational efficiency of Indian stock market.
Keywords: Size Effect, Capital Asset Pricing Model, Stock Market Anomaly,
Sources of Size Effect, Market Efficiency.
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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

Pragmatic Comparative Study on Rising Opportunity Cost in

Commercial Real Estate in Noida and Gurgaon
Shiny Singh* & Dr. Shalini Singh Sharma**
*Student, Amity School of Economics, Amity University, Noida
**Professor, Amity School of Economics, Amity University, Noida

All over the world, investing in real estate is still considered as one of the
best options to invest because of its higher return. It allows a steady
inflow of income in the form of rents, even in the times of rest from work,
such as in the retirement phase. Among the two categories of real estate
– Commercial and residential real estate, the returns on commercial real
estate is much higher than the returns on residential real estate. According
to the Anarock report, the residential properties yield an estimated overall
return of 3-4% whereas on the other hand, the commercial properties yield
around 8-10%. The returns on the commercial properties, in the form of
rents, can be estimated through the occupancy rates of the properties. The
absence of occupancy, or vacancy, in the commercial buildings can give
rise to a high opportunity cost – the loss on rent not earned. Through this
paper, we find out the gaps between occupancy and vacancy in the two
highly commercialized areas – Noida and Gurgaon, India. Effort is made
to know the demand of commercial real estate through occupancy being
the indicator and henceforth, build a model wherein the absence of occupancy
in the building gives rise to the opportunity cost. This study is based on
both primary and secondary data collection method. The methodology
using the cross-sectional data involves OLS regression and descriptive
statistical methods. The results show that occupancy rates of the A grade
ready to supply buildings in the Noida are higher in comparison to Gurgaon
with 69.29% in Noida and 63.53% in Gurgaon.
Keywords: Commercial Real Estate, Vacancy, Occupancy, Rent, Opportunity
Cost.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Awareness and Acceptability of Mutual Fund Among

Muslim Community
Prof. Muhammad Altaf Khan* & Shadma Tamanna**
*Department of Commerce and Business Studies, Jamia Millia Islamia
**PhD scholar,Department of Commerce and Business Studies, Jamia Millia Islamia
Email: shadmatamannajmi@gmail.com

Mutual fund came in India because of the constraints on the banking

sector to tap the fruits of the capital market and the reluctance of investors
to take a direct dive in highly erratic capital market operations. The purpose
of this paper is to know the extent of awareness, acceptability and the
reason for not investing in mutual fund by the Muslim community. Secondary
data and primary data (n=60) was collected in Delhi. This study highlights
the lack of awareness about mutual fund among Muslim community is
the reason for not investing in mutual fund. This study is a lucrative
opportunity for mutual fund companies to make their customer by doing
special awareness programme for shariah compliant mutual fund to attract
the interest of Muslims towards investment in mutual fund.
Keywords: Mutual Fund, Muslim Community, Awareness, Acceptability.

Determinants of Systematic Risk in Fast Moving Consumer

Goods Sector of the Indian Economy
Khushboo Gupta*, Dr Seshanwita Das** & Dr. O.S. Deol***
*PhD Scholar, Amity College of Commerce and Finance, Amity University, Noida, UP
E-mail id: khushboo608@gmail.com
**Associate Professor, Amity College of Commerce and Finance, Amity University, Noida, UP
E-mail id: sdas4@amity.edu.
***Associate Professor at Department of Commerce, Shaheed Bhagat Singh Evening College,
University of Delhi,
E-mail id: deolomkar@gmail.com.

The Capital Asset Pricing Model (CAPM) differentiates between systematic

and unsystematic risk, and tells that for a rational investor, only systematic

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risk is relevant as unsystematic risk can be diversified away. Systematic

risk is risk due to market factors. The market factors affect all the firms
in the market, yet the measure of systematic risk, beta, is different for all
the firms, even the firms in the same industry. This means that the market
factors affect different firms with different intensities. So, there are firm
specific characteristics that decide the extent to which each firm gets affected
by market factors. The objective of the current paper is to study the
relationship between company financial factors and beta (measure of
systematic risk), of Fast-Moving Consumer Goods (FMCG) sector of the
Indian economy. Further, the macro-economic variables (market factors)
are also added to the study to analyse their impact on beta. Panel data
regression techniques are applied to the data of companies comprising
Nifty FMCG index. Period of study is 10 years, from 2010 to 2019. In the
first model, only financial variables are taken. Out of a total of 15 financial
variables, 4 are found to be statistically significant. While market capitalization
and total assets are positively related to beta, quick ratio and price to
book ratio are negatively related. In the second model 6 macro-economic
variables are added to the first model. None of the macro-economic variables
are found to be statistically significant. The results of this study are especially
useful for business managers to understand risk and its contributing factors.
This in turn will help them to observe important information for cost of
capital as well as market value of firm. They will understand clear
relationships between the factors and systematic risk and hence will manage
those factors better.
Keywords: Systematic Risk, FMCG, Beta, Panel Data Analysis.

A Study on Green Banking Trend in India

Ms. Chetna Virmani* & Dr. Geeta Shiromani**
*Assistant Professor, IMT Faridabad
Email :chetna.virmani95@gmail.com
**Associate Professor, IMT, Faridabad

Environmentalism is a social movement that shows the concerns for

environmental conservation and improvement of the state of the environment.
The world has seen much focus on economic progress through time. The

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

side effects of the development process have, however, also been equally
enormous loss of biodiversity, climatic change and Environmental damage
etc. Bank is also not the exception for this. The banking industry plays an
important role in economic growth and environmental protection by
promoting environmentally sustainable and socially responsible institutions.
The banking of this kind can be termed as “Green Banking”. It means
combining operational improvements, technologies and changing client habits
in banking business. Green banking provides finance to green projects
which includes Clean Energy projects and green infrastructure projects. In
economic functions of lending or financing a project or investment of any
corporate/institution or any entity, they could ask them to get the certificate
from the concerned authorities to prove that these projects or investments
or their business activities would not harm environment and they are
taking precautionary measures to fulfill their responsibilities towards the
society, environment. This is called green financing. Green finance means
lending or investing in programs/projects/investmentsthat are concerned
with environmental factors. Green financing is a part of green banking
which make contribution towards the resource efficient and low carbon
industry. It basically focuses on green industries which make contribution
towards sustainable green economy. This paper tries to find out the ways
to Go Green through ‘Green Banking’(which highlight the major services,
challenges, opportunities and strategies of Green banks in India)
Keywords: Environmentalism, Green Banking, Environmental Sustainability.

Green Bonds: Role, Challanges and Future Perspective

in India
Anjali* & Shalu Yadav**
**Assistant Professor, Bhagat phool singh mahilavishwavidyalaya, RCLA, Rewari
Email id: anjalipanchal2908@gmail.com
**Research Scholar, Rajasthan University, Jaipur

India’s goal of making double the energy generated from renewable sources
using debt offerings from green companies may grow. Adani Green Energy
kicked off a road show for a potential dollar bond as Prime Minister
Narendra Modi announced the more ambitious plans. In 2019, about $3.4
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billion of foreign-currency notes have been sold by Indian alternative-

energy firms according to data compiled by Bloomberg.India has become
the second-largest market globally for green bonds with $10.3 billion worth
of transactions in the first half of 2019, as issuers and investors continued
to adopt policies and strategies linked to sustainable development goals,
according to the Economic Survey 2019-20. Now, India is the second-largest
emerging green bond market after China. Green bonds are basically debt
securities issued by financial, non-financial or public entities where the
proceeds are used to finance 100 per cent green projects and assets relating
to renewable energy or emission reductions etc. State- owned power giant
NTPC (National Thermal Power Corporation Limited), an Indian Public
Sector Undertaking (PSU) is planning to add 10GW (gigawatt) of solar
energy generation capacity by 2022. This project needs around Rs. 50,000
crore which will be funded by green bonds.
Thus, this paper will accord the brief overview about the evolution of
green bonds market in India and analyze the public sector role in developing
the green bond market in India along with challenges faced for successful
implementation of green bonds. It attempts to suggest some measures
how the flow of green bonds can be improved in India. The paper concluded
thatGreen bonds provide lower cost, long-term capital and stable funding
for renewable energy projects regardless of an individual government’s
policy support for clean energy, thereby offering a competitive risk-return
profile unlike conventional bonds and Transforming India into a strictly
green economy largely entails concerted efforts on twin fronts — access to
finance and its effective deployment.
Keywords: Green bonds, Public Sector and India.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Risk Adjusted Performance Measures for NPS (CG) Scheme:

A Comparative Study Among PFMs
Neeti Hooda* & Dr. Kuldip Singh Chhikara**
*Research Scholar, Maharshi Dayanand University, Rohtak
E-mail id: neetihooda3@gmail.com
**Professor, Department of Commerce & Director, DDE, Maharshi Dayanand University, Rohtak.

GDP and per-capita income are considered as the major indices for country’s
economic growth and development which in turn affect the saving and
investment patterns. Saving rate in India was extremely low and was about
9% during 1950-1951 but improved to 23.6% in the ninth plan and was
still 36.9% in 2007-08 and fell down a little and was 33.7% in 2009-10 and
this felt the need to have some security even after retirement in order to
maintain the same standard of living. It has been observed that ageing
population globally has become a worry and India too is witnessing an
increase in old-age dependency. India does not have a universal social
security system as large number of elderly Indians were not covered under
any pension scheme. Thus, a reform in pension system will not only ensure
a sense of social security to the citizens but also help the State Government
and Central Government to cut their liabilities. This paper examines the
performance of Pension Fund Managers operating CG Scheme of NPS.
The study is based on secondary data collected from NPS trust.org and
various references mentioned below which is further analysed with the
help of statistical tools such as mean, standard deviation and Sharpe ratio,
treynor ratio and Jensen’s alpha.
Keywords: Contributory, National Pension System, Pension Funds.

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Derivatives Trading Volume and Volatility of Nifty 50

Md. Mobashshir Hussain* & Mohd Atif **
*Doctoral Research Scholar, Jamia Millia Islamia, New Delhi, India
Email: mobashshir.hussain@gmail.com
**Assistant Professor, Jamia Millia Islamia, New Delhi, India
Email: m.atif1234@gmail.com

Derivatives market is often considered as one of the main reasons for

volatility in the underlying spot market. The present study examines the
effect of derivatives trading volume on the volatility of spot returns of the
Nifty 50 index of India, with daily data from January 2014 to December
2018. Correlation analysis shows that all volume series are negatively
correlated with spot and futures returns. We used volume of future and
options as regressors in EGARCH (1,1) model and find that trading volume
of futures and call options positively influence spot market volatility. On
the other hand, trading volume of put options has negative impact on
spot market volatility. In addition, we also find that return volatility of
Nifty 50 is asymmetric in nature implying that positive and negative shocks
have differential effect on volatility. The findings of the present study
have useful implications for investors, speculators and hedgers.
Keywords: EGARCH, Volatility, Trading Volume, Futures, Options, Nifty 50.

Measuring Awareness of Millennial Working Women towards

Mobile Banking (Green Banking)
Rajvijay Singh*, Neha Bhatt** & Prof. R.S. Pandey***
*Research Scholar, School of Commerce, Chauras Campus
E-mail id: rajsinghraj91@gmail.com
**Research Scholar, School of Commerce, Chauras Campus
E-mail: neha.sepbhatt@gmail.com
***School of Commerce, Chauras Campus
E-mail id: rspandey10@rediffmail.com

Purpose: Green banking means encouraging environment-friendly practices

and minimizing carbon foot-printing from banking activities. Similarly,
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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

mobile banking is a service that follows the same principles as green banking.
By using mobile banking services, customers reduce using paper such as
they used in traditional banking but now they doing banking transactions
by digitally instead of paper. Mobile banking is a service that is given by
the bank to its customers and done through mobile phones. So, in this
research paper, the researchers’ goal is to gauge the awareness level of
millennial working women towards mobile banking. The study is centered
on millennial working women, who were born in 1981-96 (22-37).
Design/Methodology: The perusal was descriptive and cross-sectional in
nature and it is completely based on primary research and data gathered
from 100 millennial working women. Judgmental sampling was used in
the research for gathering the data. There were three criteria for selecting
the respondents in the study. Firstly, they must be familiar with the mobile
banking service. Secondly, their age must be lies in 22-38 and lastly, their
salary must be transecting into their account.
Findings: The after effect of the data analysis indicated that they were
100% aware of mobile banking however the researcher found they were
aware few services of mobile banking but most of the services of mobile
banking were unaware.
Research Limitation: The study was targeted on millennial working women
whose ages between from 22-37 (Born: 1981-96).
Keywords: Mobile banking, Awareness, Millennial, Working-women.

Socially Responsible Investment

Lt Renu Jonwall*, Dr. Seema Gupta** & Dr. Shuchi Pahuja***
*Research Scholar, Amity University
Email:renujonwall@gmail.com
**Associate Professor, Amity University
***Associate Professor, PGDAV College, University of Delhi

This article contributes in the existing literature of Socially Responsible

Investing (SRI). When an investor considers Environmental, Social and
Governance (ESG) issues in short and long term investment decisions making,
then it is known as Socially Responsible Investment (SRI). First this paper

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

tries to define the socially responsible investment from the point of view
of various SRI organizations worldwide like USSIF, Eurosif, Social Investment
Organization (SIO) Canada, Responsible Investment Association (RIA)
Australia and UN Principles of Responsible investing (PRI) etc. In next
section it describes the history of socially responsible investment. Socially
responsible investment was initially started by the religious organizations.
First socially responsible fund was lunched in US in the year 1971 named
as Pax World Fund. The next section describes the various actors of socially
responsible investing. There are four essential participants of socially
responsible investing namely as institutional investors, individual/retail
investors, NGO and financial industry. Then next section looks into the
various strategies of socially responsible investment. With the help of
literature review we identified five strategies of socially responsible
investment, namely as screening, shareholders rights, engagement/
shareholder dialogue, community investing and social venture capital. The
next section describes global scenario of socially responsible investing, in
which first of all Six Principles of socially responsible investment launched
by UNEP in 2006 are described. Worldwide there are more than 1,000
ESG indexes. Few worldwide ESG indexes are, S&P ESG Index Family,
MSCI ESG Indexes, Jantzi Social Index, FTSE ESG Index Series, Dow Jones
Sustainability Index (DJSI) and Thomson Reuters/S-Network ESG Best
Practices Indices. In next section evolution of socially responsible investing
in India is discussed. Now in India also SRI has gained momentum. Shariah-
compliant funds were available around since 1990s in India. Further in
2017, S&P BSE 100 ESG Index was lunched. In 2018, Nifty launched its
Nifty 100 ESG Index. These indexes gave an impetus to gain SRI the
required momentum in India.
Keywords: Socially Responsible Investment, ESG, SRI, ESG Indices, Principles
of Responsible Investment, PRI.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Impact of Interest Rate on Leveraged vs Unleveraged

Companies – Evidence from India
Ms. Richa Sinha*, Dr. Seshanwita Das** & Dr. Tapas Das***
*Research Scholar, ACCF, Amity University
Email: link2richa@gmail.com
**Associate Professor, ACCF, Amity University
***Associate Professor, School of Business & Management, Christ (Deemed to be University),
Delhi NCR

This research paper focuses on the impact of interest rate announced by

RBI with respect capital structure of the company i.e. leverage and the
unleveraged position of a Nifty companies. The prime objective of the
research is to study and examine whether the interest rate impacts the
capital structure or it has no impact, if the impact been established it has
direct or inverse relationship. Karl’s Pearson coefficient of correlation and
linear regression model is been used to analyse the impact and forecasting.
It has been found that there is positive or direct relationship of interest
rate on the closing price of the index but not significant.
Keywords: Interest Rate, Leveraged and Unleveraged Companies, Nifty
Small Cap, Karl Pearson Coefficient of Correlation, Linear Regression Model.

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GENERAL

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Digital Banking in India: Challenges and Opportunities

Mr. Ramveer
Assistant Professor, Department of Commerce, PGDAV College, University of Delhi
Email: ramveer6710@gmail.com

This article begins with a brief development of the concept of Digital

banking and current status of digital banking in India. In the present
scenario, the demand of banking is anytime, anywhere banking, this requires
innovative robust secure optimized and ready to meet the expectations of
empowered and tech savvy customers. Digital transformation is just moving
from traditional banking to a digital world. It is a crucial change in how
banks and other financial institutions learn about, how to interact with
and satisfy the customers. An effective digital transformation begins with
an understanding of digital banking customers behaviour, preference, choice,
requirements and aspirations etc. This paper covers the roles of digitization
in Indian banking sector. The present paper is based on secondary data.
The data has been extracted from the various sources like research articles,
publications from government of India, various bulletins of RBI and
authenticated website’s. The study found that digital banking has drastically
reduced the operating costs of banks. To utilise it effectively, efficiently
and ensure that must have been taken for making the sector self sustainable
through innovative ideas and technology. Improve the quality of service
through digital banking. Also find out the future business opportunities.
Digital technology has enabled new business opportunities and the easy
delivery of services to help vast populations. The discussion throughout
the paper revolves around the Challenges that Indian banking sector are
facing problems in terms of digital banking. But opportunities to increase
awareness and measures adopted for safe and secure digital banking. The
paper further tried to discuss some best banking practices that are prevailing
in the future. This conceptual research paper is an attempt made to analyze
the issues and challenges in the area of Digitalization of Banking sector
and to gain a new perspective in that area.
Keywords: Digital Banking, Technology, Innovative Ideas, Sustainable,
Discussion, Challenges, Opportunities, Digitization, Transformation.

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

Tourism Industry and the Socio-Economic Change in Ladakh

Mohd Rafee
Ph.D. Scholar, Department of Commerce, Delhi School of Economics, University of Delhi
Email: rafee@ramjas.du.ac.in

Ladakh was the cross road of Central Asia and South Asia when the silk
route was in use. It connects Punjab (India) with Yarkand (China). In 1974
the tourism industry opened fortourists in Ladakh. The record number of
tourist in the first year was 527 this figure increasedto a record breaking
of 179491 in 2011 and in 2016 it goes Upto 235698. The major factorwas
Bollywood films, adventure tourism, culture and research.There is also a
dark side and if we analysis the dark side, tourism often lure locals away
from their natural state and toward modernism. By bringing money in
tribal areas, tourism is seento foster greed and materialism. The whole
generation of locals who newly encountered withtourism industry were
involved in drugs, sexual activities, local drivers and small businesses.
Keywords: Tourism Industry, Ladakh, Human Resource.

A Study of Social Responsible Investing

Shagun Singh
*Research Scholar, Banaras Hindu University, Varanasi
Email: singh.shagun82@gmail.com

The importance of inclusive growth is widely recognized as an essential

part of India’s questfor development. It reiterates our firm commitment to
include these sections of the society ingrowth process ,which had hitherto
remained excluded from mainstream of development. In linewith this national
endeavour, Corporate Social Responsibility (CSR) was conceived as an
instrument for integrating social, environmental and human development
concerns in the entirevalue chain of corporate business. Ministry of Corporate
Affairs has issued ‘Voluntary Guidelines on Corporate Social Responsibility,
2009’ as a first step towards mainstreaming the concept of Business
Responsibility. This was further refined subsequently as ‘National Voluntary

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Guidelines on Social, Environment and Economic Responsibilities of Business,

2011’. The financial industry is witnessing a consumer-driven phenomenon
as today’sshareholders are increasingly investing their funds in financial
assets that could be considered as socially responsible investment (SRI).
Therefore this study is contributed to theoretical underpinning revolving
on SRI as it engages involving positive impact investment approach,
sustainable investment, community investing and government controlled
funds. Investors have been increasing their focus on ESG, and it has been
evident by the growth in ESG assets globally. According to a Mckinsey
report, ESG assets totaled USD 22 trillion across Asia,Australia, New Zealand,
Canada, Europe and the US at the start of 2016. Back in India, ESG is still
a niche market. In India, there are handful of socially responsible funds
such as Tata EthicalFund, Taurus and Reliance ETF Shariah BeES which
follow the moral codes of Shariah lawwhile investing. That said, the
government and SEBI has recognized the importance of adopting responsible
business practices in the interest of the social set-up. The size of the ESG
linked investments in India is pegged to be $30 billion and estimated to
touch $240 billion in next 10 years, as per cKinetics. The main goal of our
study is to provide comprehensive overview of Social Responsible Investing.
This paper provide analysis of financial products which arecontributed
towards societal development. This paper also provides the National
Voluntary Guidelines (NVGs) on Social, Environment and Economic
Responsibilities of Business releasedby Ministry of Corporate Affairs (MCA)
and its set of nice principles that offer Indian businessesan understanding
and approach to inculcate responsible business conduct. Afterwards, it
makes reference to socially responsible contractors and research firms that
are increasingly specializingin the collection of Environmental, Social and
Governance (ESG) information and benchmarking of corporate responsible
behaviours. This paper presents the opportunities and challenges for SRI.
Keywords: Social Responsible Investing, Social Investment, Green Investing,
Corporate Social Responsibility, National Voluntary Guidelines,
Environmental, Social and Governance (ESG), ESG Criteria, SRI Funds,
SRI indices.

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

A Legal Analysis of Role of Social Media & Analytics in

Marketing vis-à-vis Role of Technology and Challenges
Advocate Rahul Tiwari
Research Scholar, LLM – KR Mangalam University, Gurgaon
Email: tiwari4431@gmail.com

Social media has impacted the manner Internet is being used, it became a
format for approaching overall populace. Companies are now in a hurry
to take competitive edge of expanding use of internet, thereby providing
emergence to digital marketing. India is also a rapidly growing economic
system and a biggest market with enormous opportunities to take benefit
of the rapidly growing digital marketing sector. This study will study and
analyse the scope and potential of digital marketing in Indian market. The
author through this paper will try to highlight critical issues such as, role
of social media in being the catalyst of digital marketing, the importance
of legal procedure in the digital marketing, laws for marketing in the
cyberspace etc. E-marketing essentially allows for business practices where
it has many benefits in that identical manner it also entails certain potential
danger. Which is why this research article reflects on ethical and legal
considerations in protection in digital marketing. Using social media and
digital marketing is now increasingly a tactical resource for establishing
brand knowledge and operating an advertising campaign today.
Coming from the period of mainstream or mainstream media, advertisers
can monitor product rivals using social networks and digital marketing,
and have much more tangible marketing outcomes. Use of having these
internet activities is to understand the perspective of consumers about the
brand, to establish brand image and, most significantly, to be very directed
at the millennials. The study’s findings demonstrate that social networking
and digital marketing initiatives aren’t just beneficial in constructing brand
awareness and indulging customers, but are vital in assessing business
aspects and future marketing strategies. By making these types of marketing
attempts (digitally), the efficacy of each project can be calculated, the behavior
of customers or prospective customers can be monitored in ahead of time,
and the message’s reach can be distributed far more extensively, instead

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

of just traditional advertising attempt. At the end the author will also
provide various legal punitive remedies on behalf of consumers for the
marketing frauds done to them and lawful preventive measures for the
business corporation to implement them in their social media marketing
strategies.
Keywords: Social Media, Digital Marketing, Ethical and Legal Issues,
Millennials, Privacy.

MOOC a Measure for Skill Development

Upasana Gupta
Research Scholar, Amity University, Noida
Email Id: upasanagupta.ug@gamil.com

The need of skilled workforce is increased in developed and developing

nations due to Globalization, knowledge and competition as it enables
them to accelerate their growth rate. In India, skill development is critical
from both socio-economic and demographic point of view. Therefore, the
present paper attempts to study the present skill capacity, challenges in
front of skill development initiatives in India along with their solutions.
The study also found that both the Government and its partner agencies
have undertaken various measures for the effective implementation of the
skill development system in the economy, but still faces numerous unsettled
issues that need immediate attention of the policy makers. Hence, skill
development initiatives of the government should focus on these barriers
and develop the programs accordingly to resolve these hurdles for the
complete success of the skill development initiatives. Online EDUCATION
provides a platform for easy accessibility and cost-effective education round
the clock regardless of the place. The intention is to create a road for the
disadvantaged and unreached students who are left behind in the digital
revolution to seek all kind of teaching-learning recourse thus mainstreaming
the higher education further. This path-breaking initiative shall provide
online access to undergraduate, postgraduate and multi-disciplinary courses.
Mainstreaming online courses will increase acceptability and credibility of
Indian higher education system. Increasing use of the technology in online
education is now witnessing the emergence of Massive Open Online Course
(MOOC).
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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

MOOCs is a model that provides online learning content to learner without

any physical presence in the classroom. MOOCs are designed in such a
way that “massive” number of learners can enrol, it is “open” to anyone;
available “online” via internet; and “courses” are not only referring content
delivery but include other aspects (lecture, forums, peer-to-peer interaction,
quizzes, exams, and credentials) associated with courses
Keywords: Skill Development, MOOC, Entrepreneurship, Education.

Impact of COVID-19 on Efficiency of Major Airports in India:

An Economic Analysis
Mr. Gopal Chand* & Dr. Dipti Ranjan Mohapatra**
*Research Scholar, Amity Business School, AUUP, Noida
E-Mail: gopal.chandaai@gmail.com
**Associate Professor, Amity College of Commerce and Finance, AUUP, Noida
E-Mail: drmohapatra@amity.edu

There was vigorous growth of air traffic in India in the last decade. The
passenger air traffic has increased by more than 10 per cent annually
during this time. As per the report of Airbus Global Market Forecast (2016-
2035), domestic air traffic in India is supposed to increase by fivefold in
coming decade. The air traffic movement is also increasing at rapid rate
globally which was increasing at the rate of 5.7 % per annum in the last
decade whereas the World GDP growth in the corresponding period was
only 2.6%. The passenger transport in the last decade had increased by
1.47 billion at the global level. As per the report of International Civil
Aviation Organization (ICAO), India has experienced a double digit growth
rate of 15.7 per cent in passenger traffic and 9.0 per cent growth rate in
freight traffic which is much higher than GDP growth rate of India. The
heavy air traffic in India is evident from the India’s revenue passenger km
which is 13th in the World with 140.4 billion. This entails creation of air
traffic infrastructure for smooth movement of traffic in India. The
constructions of modern airports and expansion of existing airports are
important addition to air traffic infrastructure. The concept of airport cities
or aero city imply development of innovative business ideas within the
designated area whose cost-benefits if taken into considerations are more

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

than the cost-benefits of its counterpart in the central business district.

Major airports in India such as Delhi, Mumbai, Kolkata and Chennai,
Hyderabad and Ahmedabad etc. are growth and employment drivers of
Indian economy in aviation sector. There are direct, indirect and induced
effects on income and output. However, the latest estimates indicate that
the possible COVID-19 impact on world scheduled passenger traffic compared
to baseline (business as usual, originally-planned) would be reduced in
the range from 45% to 51% of seats offered by airlines to an overall reduction
of 2,579 to 2,893 million passengers. This entails approximate USD 345 to
386 billion potential loss of gross passenger operating revenues of airlines
Q1 2021 (Jan – Mar) and overall reduction ranging from 20% to 40% of
seats offered by airlines. Further, there is an overall reduction of 312 to
590 million passengers of approximate USD 46 to 83 billion potential loss
of gross passenger operating revenues of airlines. The actual impacts will
depend on duration and magnitude of the outbreak and containment
measures, the degree of consumer confidence for air travel, and economic
conditions, etc. The impact of COVID-19 has already surpassed the 2003
SARS outbreak which had resulted in reduction of annual RPKs by 8
percent and USD 6 billion revenues for Asia/Pacific airlines. The 6-month
recovery path of SARS might not apply to today’s situation. In February
2020, international passenger seat reduced by 2 per cent in India. In March
2020, it reduced by 29% and in April 2020 by 89%. This paper analysed
the impact of COVID-19 pandemic on efficiency of three major airports
such as Chennai, Kolkata and Ahmedabad in a cost-benefit format. The
economic impacts of COVID-19 pandemic have been extended to measure
the efficiency and recovery pattern.

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

HUMAN RESOURCE

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

The Impact of Organizational Rewards on Sewing Machine

Operators’ Job Satisfacton in Seethwaka Board of
Investment Zone Sri Lanka
Mayuri Dilani Jayampathi
Research Scholar, Noida International University
Email: mayuridilani@gmail.com

The human capital became imperative in contemporary organizations.

Companies are spending huge amounts of money on their reward programs
which aim to motivate, retain, commit and attract new employees. Employees
Job satisfaction is a significant factor especial in Apparel Industry especially
sewing machine operators(SMO). They are the direct employees who give
the product outcome.Consequently, this study focused to identify the
organizational rewards on sewing machine operators job satisfaction. This
study based on positivism research philosophy, descriptive study, deductive
approach survey strategy and questionnaire method used for the data
collection. Minnesota standard questionnaire shorten form used for the
job satisfaction measurement and other all variables operationalized through
extensive literature survey. Simple Random Sampling method has used
for the study to collect data from sewing machine operators and 142
respondents’ data were used for the analysis. Response rate for the
questionnaire was 50%. Demographc analysis conducted to identify the
sample at the initial stage. The sample of the study includes 83% of female
respondents and 17% of male respondents The highest percentages (34%)
of respondents are represented by age range 21-25 years and 26-30 years
also represented high percentage (21%). Therefore, the most SMOs are
young workers. Majority of respondents ‘tenure 54% was 1-5 years and
14% of respondents ‘tenure was 5-10 years. More than 10 years’ tenure are
very low (6%,). The mean value of the job satisfaction reflects employees
are moderately satisfying with their job in descriptive analysis. Questionnaire
reliability measured through reliability testing and it was adjacent or above
of the threshold value. Correlation analysis conducted to identify the
relationship of each variable on job satisfaction. Career Development and
Learning opportunity has very weak relationship on job satisfaction. Pay,
benefits shown the strong positive relationship. Extrinsic and intrinsic rewards
analyzed separately for the job satisfaction. Both aspects resulted as positive
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relationships.Extrinsic rewards were strongly related to job satisfaction.

Regression analysis conducted to identify the impact of rewards on SMO
job satisfaction. This concludes that R square value is 0.813 which means
81% of dependent variable were explained by the independent variables.
There are some limitations like language barrier for Tamil employees and
did not consider different organizational commitments separately for each
company. This study further can expand with the limitation and for other
employee categories an Apparel sector or another industry.
Keywords: Organizational Rewards, Job Satisfaction, Sewing Machine
Operator.

mHealth Service: Digital Tool to Strengthen

Community Health Work
Manjari Soni* & Dr. Kokil Jain**
*Research Scholar, Amity University
**Professor, Amity University
Email: sonimanjari@gmail.com

India’s maternal and infant mortality rates remain below the MDG
(Millennium Development Goal). India had a target to reduce Maternal
Mortality Rate (MMR) to 100 per 100,000 live births, and to reduce Infant
Mortality Rate (IMR) to 25 per 1000 live births in 2017, however, the
progress has not been very encouraging despite several efforts. Rural
populations and the urban poor suffer disproportionately in MMR and
IMR.
To address this rising concern over Maternal and Child Health, BBC Media
Action launched Kilkari which is a mHealth service. Kilkari (a baby’s gurgle)
delivers free, weekly, time- appropriate audio messages about pregnancy,
childbirth, and childcare directly to families’ mobile phones from the second
trimester of pregnancy until the child is one year old. From being piloted
first in the Indian state of Bihar in 2013, it is present in thirteen States of
India today. The case study tracks the journey of Kilkari as an IVR based
mHealth service and the challenges faced in its successful implementation.
The study will provide a practical understanding of how a mobile-based

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

service can help in addressing vital health issues in rural and semi-urban
areas.
Keywords: mHealth, Kilkari, Community Health Work, IVR Service

The Extent of Utility of HR Analytics in Transforming Human

Resource Management in IT Sector
Ms. Rimsha Ameer*, Ms. Shivanjali** & Prof. (Dr.) Jai Kishore Sharma***
*Research Scholar, Amity University, Noida
Email: ameer.rimsha123@gmail.com
**Research Scholar, Amity University, Noida
***Director, Amity School of Business, Amity University, Noida

Purpose: Undoubtedly Human resource analytics is not a new field of

research but our study shows that limited research work has been done in
India. The research aims to discover to what extent Human resource analytics
is being utilized for Business Decision Making in IT Industry and also
determine its importance which adds up strategic value to the organizations.
This paper further highlights the importance of HR analytics, its practices
and applicability in transforming human resource management.
Design/methodology/approach: The descriptive research design was used
in this research. Also only secondary data has been used for the purpose
of research.
Findings: The study provides a deep understanding about how
transformation is brought in the decision making process to business by
HR department by utilization of analytics. In our view, not much attention
is paid to Human resource Analytics when compared to other areas though
right people and right technology is required for every business operations
for better results.
Research limitations/implications: The research is only based on the available
literature and restricted to the IT industry.
Practical implications: This paper tries to figure out the theoretical framework
of analytics in IT organizations. The objectives of the study are to understand
the role of HR analytics for IT organizations in increasing the effectiveness

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ISBN : 978-93-84858-96-2 Sustainable Development and Business: Managing Organizations of Tomorrow

and efficiency of the employees who help in increasing the overall

performance of the organization. It also brings out the activities where HR
Analytics can be applied for improving the organizational outcomes.
Originality/value: This research fulfills the growing need to develop an
understanding of HR analytics and its utility starts from finding highly
competent talent to retaining the highly skilled talent, organizations are
struggling for many intellectual decisions. The decision making in HR
mostly rely on trust and relationships not like how in other functional
areas of management where data is utilized for the purpose of decision
making.
No doubt about the fact that HRA is not a new area or research field to
find out the scope of HRA but our study shows there are limited research
work done by researcher on this area and very few work is done in India.
No doubt about the fact that HRA is not a new area or research field to
find out the scope of HRA but our study shows there are limited research
work done by researcher on this area and very few work is done in India.
No doubt about the fact that HRA is not a new area or research field to
find out the scope of HRA but our study shows there are limited research
work done by researcher on this area and very few work is done in India.
Keywords: HR Analytics, IT Sector, Decision Making, Transforming HRM

A Study on Cultivating Learning Culture as a Strategy for

Organization Success
Mohit Pahwa
Research Scholar, Department of Commerce and Management, Swami Vivekanand Institute of
Engineering and Technology
Email: mohitpahwa17@gmail.com

This paper is aimed at studying the importance and drivers to cultivate

learning culture and lead to develop conceptual framework as a strategy
for Organization Success. Today, business find itself in a new era of economic
productivity defined, in part, by rapid change and technology drive creative
destruction and reinvention. Technology is disrupting every industry and
area of life, and work is no exception. To become successful in changing

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

times work must become more “learningful”. An organization learning

culture is inferred as a set of norms and values about the functioning of
an organization that encourages individual or the organization to carry
out continuous learning. Based on the literature review, Six main independent
variables were indentified i.e. growth oriented mindset, lead by example,
reflective mindset, test-and-learn culture, feedback and reward mechanism,
while the mediating variable i.e. increased job satisfaction, lower turnover
rates, increased profitability, profits and flexibility and Organization Success
is dependent variable. This Study is significance to organization to indentify
the most valuable driver that can contribute to cultivate a learning culture
as a strategy.
Keywords: Learning Culture, Continuous Learning, Growth Oriented
Mindset, Test-and-learn, culture, Reflective Mindset.

Data Driven Approach of Human Resource Analytics and

Sustainability: Improved Efficiency of the Organization
Dr. Priyanka Indoria*, Kritika Chadha** & Shruti Arora***
*Assistant Professor, Institute of Innovation in Technology & Management
E-mail: drpriyankaindoria@gmail.com
**Student, Innovative Institute of Technology and Management
kritikachadha2629@gmail.com
***Student, Innovative Institute of Technology and Management,
shrutia919@gmail.com

With the increased and dynamics of business requirements towards

organizational efficiency, HR analytics is playing a major role. It not only
enables better decision making about the workforce using employee data
but also supports organizations for mapping strategic business goals. Its
focus is majorly on acquiring talent to assess future HR requirements by
improving employee self-confidence and contentment. HR analytics supports
the interpretation of data to distinguish between the upcoming trends and
take corrective actions for improving efficiency and effectiveness. The paper
highlights how business analytics provides a data-driven approach for

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decision making towards building effective HR strategies and together

with sustainability it can be a boon for the organization.
Keywords: Human Resource Analytics, Sustainability, Efficiency and Data
Driven Approach.

Unemployment Situation in India

Rana Rohit
Research Scholar, Department of Economics, University of Calcutta
rohitncap@gmail.com

To understand employment situation in India various parameters adopted

like population demographic characteristics,age distribution of population,
concept of labour force, labour force participation rates, Usual status, Weekly
status and Daily status of unemployment etc. NSSO 55 round survey of
employment and unemployment is used to general all India situation.
Both primary and secondary data is used so that it will give better outlook.
Furthermore employment generation schemes by central and state
government is also considered in research paper.

Managing Disruption at Work & Sustainability through

Workplace Flexibility: A Call for Changing Nature of Work
Dr. Farah Naeem
Freelance Researcher
Farah.naeem123@gmail.com

Introduction & purpose: In a turbulent business environment attracting

and retaining committed and productive employees is one of the top concerns
of all organizations. Work place flexibility is a tool in the hands of recruiters
to retain talented employees as more and more employees are seeking
flexibility in work. On a ranking ladder, workplace flexibility was reported
to be second top choice made by respondents showing its going to transform
future recruiting pattern. A report published by LinkedIn shows a rise of
78 percent in job posts that mention work flexibility since 2016 (LinkedIn
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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Talent Solutions, 2019). With this background the purpose of this paper is
to develop understanding about the concepts related to flexible work
environment in modern times in light of various reports and studies.
Furthermore, the study proposes to review scientific literature on the positive
outcome of flexible work culture both for employees and employers in
terms of employee engagement, productivity, job satisfaction, happiness
and enhanced work-life balance etc. Paper further intends to present the
challenges associated with the implementation of flexible work arrangements.
In this paper few terms like flexible work options, flexible work culture,
work-from home, flexible work alternatives, flexible work arrangements
and remote work are interchangeably used.
Methodology: Researcher review various scientific studies published in
journals, reports and articles to achieve aforementioned objectives.
Research Implications:Author proposes to imbibe results of study in
motivational employee well being policies. Findings of the study also
positively contribute to the well-being literature in all kinds of organizational
settings and will be helpful in retaning top talent.
Keywords: Flexibility at workplace, Employee Engagement, Flexible Work
Culture, Work-life balance

Artificial Intelligence: An Opportunity for Employment?

Pranay Kumar
Research Scholar, Jiwaji University, Gwalior
Email ID: mepranay@gmail.com

Today world is continuously moving towards automation which obsoletes

certain roles that requires repetitive actions. Works which are more based
on technology and less on human activities are in high demand in this
age of automation. This can be evidenced in the roles of operation and
support of production lines in factories where human power are being
replaced by smart robots. They can safely navigate the space, find and
move objects or perform complex assembling operations in one go command.
This advancement and innovation in technology is not only concentrated
to the robots but started applying Artificial Intelligence (AI) to make the
processes smooth, simple and short. AI is very effective in handling even
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more complex activities those require processing of multiple signals, data

streams and accumulated knowledge earlier. This paper provides an insight
of upcoming challenges and opportunities driven by AI for available human
resource in the economy. It has been observed that there will not be any
job cut or reduction of employment opportunity resulted by AI, contrary
AI will create new jobs which may require different ability and skills to
perform. However companies need to train existing human resource for
future changes; Educational Institutions should also introduce AI in their
curriculum which will help them to produce skilled professionals for the
economy and Government to play very vital role by providing opportunities
for both companies and institution to produce future ready and AI compatible
human resources for the economy.
Keywords: Artificial Intelligence, Robotic and Automation.

Digital Transformation in HR Applications

Ms Rekha*, Ms Nitika** & Dr. Poonam Arora***
*Research Scholar, North Cap University
Rekhabishnoi3@gmail.com
**Research Scholar, North Cap University
***Assistant Professor, North Cap University

In today’s demanding world, IT plays a fundamental role in creating new

opportunities and delivering competitive benefits to enterprises. Investments
in information technology are often regarded as a critical means of speeding
up and improving management decision making. In order to cope with
the changing environment and keen competition, there is a need for digital
transformation of HR functions and keep updating with the latest
developments in IT to create winning companies. IT has transformed almost
all the functions of human resource management by providing automation
and data support. The continuous rise in adoption of IT in HR has introduced
three main technologies i.e. Big data, HR analytic and Artificial Intelligence.
The HR function has a pivotal role in attracting, retaining, and reaping
value for companies by leveraging the power of digital transformation.
Digital transformation in HR has acclaimed popularity due to its ability of
providing evidence based management and it has put aside the gut feeling
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and intuition of experienced professionals. Technology in HR has utmost

strategic importance as heavy capital is invested in transforming traditional
HR to Digital HR. Digital transformation in HR allows business silos to
break down, and cross-functional partnerships to become commonplace –
teams from around the world will be able to socialize, comment, and
improve one another’s work in real time. Although there remain challenges
to the HR department that information technology will bring pervasive
impact in all directions throughout every company. This paper will focus
on the effectiveness of Information technology to HR practitioners who
wish to adopt agile and innovative HR practices. This paper also aims to
explore how the HR system in the organization responds to technology
changes.
Keywords: Digital Transformation, Human Resource Management, Strategic,
Technology.

Influence of Breach of Psychological Contract on Workplace

Deviant Behaviour: Mediating Role of Moral Disengagement
Miss Vanshika Jain
Junior Research Fellow, Department of Commerce, Delhi School of Economics
Email: vanshu17jain@gmail.com

Sustainable HRM focus on those HR practices that help organisations to

achieve financial, social and ecological goals over a long period of time.
To produce these results, it is need of the hour to know how to manage
and eliminate the destructive behaviour in organisations. Despite of this,
much of the research in organisational behaviour is focused on constructive
behaviour and little attention is paid towards understanding the prevalence
of destructive behaviour in the organisation especially behaviour of employees
that are against the norms of organisation called as deviant workplace
behaviour. The cost of workplace deviance has run into millions for
companies all over the world. Apart from the monetary loss to organisation,
it also affects employees psychologically and emotionally which leads to
severe consequences for the organisations in the long run. Because of its
huge impact on the organisation as well as the individual, the research
into this topic is burgeoning.

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The aim of this paper is to highlight the concept of workplace deviance

through conducting the review of previous studies and understanding
how the conceptualization of workplace deviance has matured over time.
First, the paper discusses the relevance of research in workplace deviance
and distinguishing workplace deviance from other constructs related to
destructive behaviour like incivility, workplace aggression, counterproductive
behaviour, organisational delinquency.
Secondly, through review of studies conducted in past on this topic, this
paper presents a comprehensive summary on the antecedents and outcomes
of deviant workplace behaviour. The paper discusses various personality
related factors, demographic factors and organisational factors that leads
to employee performing deviant acts. It also discusses about deviant
behaviour emerged because of advent of new technologies like cyberloafing.
Based on systematic review of literature a conceptual model of workplace
deviance is drawn. The study is completely based on secondary data collected
from papers published in referred journals from various websites. In the
end, paper presents the implication, limitation of the study and what the
future holds for researchers in the field of workplace deviance highlighting
the need of carrying out empirical research in private organisations in
India.
Keywords: Workplace Deviance, Interpersonal Deviance, Individual Factors,
Organisational Factors, Constructive Deviance.

System Dynamics Model for Organizational Commitment,

Informal Learning and Work Load: The Role of
Self Efficacy
Mayuri Dilani Jayampathi
Research Scholar, Noida International University
Email: mayuridilani@gmail.com

Informal learning concept socialized by (Lewin, 1951) studies which has

mentioned the positive or negative influence for the behavior of a person
with their interacting environment. Many studies done the research to
identify the relationship and impact between informal learning and

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organizational commitment and one study discusses the self-efficacy as

median role. There were no studies found with the application of the
above variables system dynamics model. Therefore, this research paper
suggests and recommend a model for the variables of organizational
commitment, informal learning, work load and self-efficacy. Aim of the
study focuses to identify a practical implication using system modeling
for the informal learning in an organization. Vensim 6.4 version and Stella
9.1.4 software packages were used as data interpretation and modeling
tools.
Casual loop analysis done with the identified variables to identify the
interaction of the variables. Interaction among Organizational commitment,
informal learning and self-efficacy loop captured as reinforced loop and
informal learning and work load loop identified as balanced loop. Model
developed with the fully causal loop diagram with the extraneous factors
with secondary data. Formalized Casual diagram mapped as a stock flow
Model and simulated the model with previous research studies data.
Illustrated simulation results matched with the previous scholar findings
on relationships and replicated model practically implicates with the
assumptions. There is a limitation of System Dynamics which cannot be
interpret the median effect of a variable. This research can be further
direct with the dynamic process of Job Satisfaction with informal learning
aspects.
Keywords: System Dynamics, Casual Loop Analysis, Stock Flow Model.

Building Sustainable Leadership through Spirituality

Twinkle Arora
Assistant Professor
School of Business Studies (BBA), Dr. Akhilesh Das Gupta Institute of Technology
& Management, New Delhi
Email- twinkle.arora@adgitmdelhi.ac.in

Sustainability has gained an utmost importance nowadays. Every individual

is concerned about ensuring sustainability and helping the future generations.
Similar trend can also be seen in business organizations where steps have
been taken to ensure sustainability in triple bottom line. Spiritualism when

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combined with leadership can give tremendous results and helps in growing
financially and socially. This paper tries to examine the need and relevance
of sustainable leadership in today’s era and how spiritualism in leaders
can help in bringing sustainable changes.
Keywords: Sustainability, Sustainable Leadership, Triple Bottom Line,
Spiritual Leadership.

Impact of Barriers on Career Advancement of Women

Jyoti Chauhan,* Dr. Geeta Mishra** & Dr. Suman Bhakri***
*Research Scholar, Amity College of Commerce and Finance, Amity University
**Associate Professor, Amity College of Commerce and Finance, Amity University
***Associate Professor, SRCC, University of Delhi

Lower female representation in executive positions has been a concern

across the world. However, there have been many barriers faced by women
in their career ladder. This study has majorly focussed on few barriers
namely; lack of mentoring, exclusion from informal networks, and
demographic profile of women, and how all these factors can influence
the career advancement of women. This study has collected data using a
questionnaire and a final sample of 195 women in the service sector was
analyzed. Inline to examine the impact, exploratory factor analysis has
been applied to check for the reliability and validity of data. Further,
multiple regression has been used to test the hypotheses of the study.
Results revealed that total experience and managerial position significantly
impacts the career advancement of women. Mentoring and exclusion from
informal networks are also found partially impacting the career advancement
of women.
Keywords: Barriers, Career Advancement, Mentoring, Networks, Women
in Managerial Positions, Service Industry, Delhi NCR, Glass Ceiling, Career
Development, Leadership.

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MARKETING

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Online Customer Experiences and its Impact on E-loyalty

Archana Prakash* & Dr. Naveen Kumar**
Ph.D Scholar, School of Management, Gautam Buddha University, Greater Noida,Uttar Pradesh ,
E-mail: archanaprakash06@gmail.com.
Assistant Professor, School of Management, Gautam Buddha University,
Greater Noida, Uttar Pradesh,
E-mail: nksurya2002@gmail.com

E-commerce growth and developments in India has given more places

and ways to shop than ever and they have increasingly shorter attention
spans. In this context, online customer experience has emerged as a strategic
differentiator for online shoppers. Customer experience has emerged as an
important marketing concept aimed at creating a unique, pleasurable and
memorable experience.Today’s consumers have an insight beyond satisfying
their needs and wants and customer experiences are more social in nature.
This paper is precisely concern with examine existing definitions and
conceptualizations of customer experience during their online purchase
journey. The role of customer has evolved significantly as a contributor
and decider in the overall success of a product/brand. In this context, the
purpose of the paper is to review and examines the reported work on
evolution of online customer experience and its impact on e loyality and
provides a theoretical framework for comparative understanding of changes/
shifts in customer experience and customer journey. This paper will help
in strong understanding of customer experiences and Customer journey in
era of complex online shopping behaviour.This paper is completely a review
paper, which involves recent studies in similar topics published in secondary
sources like newspaper, journals, magazines, online websites, books, etc.
from 2010 to 2018.
Keywords: Customer Experience, Customer Journey, Online Shopping, Digital
Market, Touch Points, Customer Satisfaction.

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A Conceptual Study to Examine the Relationship between

Ethics and Consumer Buying Behavior
Dr. Naveen Kumar* & Jyoti Yadav**
*Assistant Professor, Gautam Buddha University
**Ph.D Scholar, Gautam Buddha University

Ethics are defined as the moral principles and values that guide the actions
and decisions of an individual or a group. They can be considered a
parameter to perform justly and rightly when faced with an ethical problem.
Ethical problems in marketing may spring from various conflicts or
disagreements among the various parties in a marketing transaction. Each
party has a set of expectations regarding how the transactions should be
made and business relationships should be created or maintained. Unethical
marketing practices such as deceptive marketing, selective advertising, price
war etc. can negatively affect a company’s image and its business
relationships. Recent trends indicate that the consumers prefer companies
which undertake ethical practices and as a result ethics have become a
selling point and a mean to good corporate image. Ethical marketing is
about making the marketing decision which are morally and ethically right
and can reflect consumer expectations. It presents a general set of guidelines
for companies to assist the evaluation of marketing strategies.
The main objective of this paper is to explore the concept of ethical marketing
and to analyze how ethics influences the buying behavior of consumers.
This paper is a review paper and hence is completely based on secondary
information. This paper also discusses the role of ethics in marketing and
the relationship among the variables; ethics, marketing and consumers.
Keywords: Ethics, Marketing, Consumers, Ethical Marketing, Consumer
buying Behavior.

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Green Marketing: A Multidimensional Perspective

Dr. Chetna Priti
Assistant Professor, Amity University, Patna
Mail id: cpriti@ptn.amity.edu, chets.priti@gmail.com

The growing global consciousness and awareness about the environmental

degradation has raised serious concerns about its safety. United Nations
has made an effort to raise accountability and responsibility among the
decision makers to avert major environmental disasters through its Global
Environmental Outlook. Green marketing practices are adopted by the
organisations to develop environment-friendly products. The entire process
of manufacturing and producing the products are also designed to consume
less energy or alternative sources of energy. The use of bio-degradable
parts, packaging, green supply chain and generating less pollutants in
manufacturing have positive effect on the environment. This study aims
to provide information about the evolution of Green marketing. The gradual
development has been ecological, environmental and sustainable. The study
also leads to understanding of challenges associated with it.The green
marketing being a new concept requires awareness generation through
various media, especially social media and digital medium.The increase in
cost due to the green technology and green marketing is difficult to
communicate to the consumers. The lack of trust factor in believing the
claims made under green practices is another difficulty. The green marketing,
nevertheless benefits all the stakeholders as per the study. The consumers
get eco-friendly products which makes the consumers as well as companies
to contribute positively to environment safety. The companies enhance
their image through green marketing as consumers wants to be associated
with environment friendly companies. The impact of global warming and
climatic changes reduces agricultural productivity, negatively impacts
ecosystem and human health. Green production practices helps in reduction
of poverty and hunger and improvement in economy by better agricultural
produce. The examples of green practices adopted by several companies
like McDonald, Walmart, Hewelett Packard, Honda, Ikea, State Bank of
India etc are testimonial to the fact that organisations have become responsible
and realise the positive effects of green marketing. This has also been
illustrated in the study of examples of green practices adopted by the

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companies.The study also highlights the future prospects of green

marketing.The future of green marketing is full of potentialities and
innovative practices.Theorganisations will be focussing on the use of green
technology and environment friendly technology to develop green
products.The areas of research and development has widened the scope to
innovate and produce environment friendly products and services in different
sectors of the economy. The adoption of green marketing practices is the
key to develop sustainable organisations.
Key Words: Green Marketing, Environment Friendly, Innovation, Sustainable
Organisations.

An Analysis on Online Search and Purchase Behavior

of Indian Consumers
Ms. Laxmi
Research Scholar, NIMS University, Rajasthan, Jaipur,
Email: laxmigupta1709@gmail.com

E-commerce refers to the buying and selling of goods and services via
internet. Online shopping is one of the emerging and important aspects of
it. In the current scenario, customers prefer to do online search and online
purchase more often as compared to traditional methods of shopping as
it offers convenience, 24X7 availability and several other factors. This paper
aims to explore those factors and their nature of association. Moreover,
this paper tries to find out that the online search is precursor to online
purchase. The study was conducted in Delhi/NCR region on a sample
size of 300 respondents by sending the structured questionnaire via e-
mail, chosen three products i.e. Clothing, Electronics and Services for study.
Data is collected by using convenient random sampling and 7-point Likert
Scale was used for coding the responses ranging from Strongly Agree
(SA=7) to Strongly Disagree (SD=1) and reverse coding for negative
statements. Statistical test (ANOVA and Correlation) was employed by
using SPSS software. The literature presented so many antecedents affecting
online search and online purchase but we selected few important factors
among them for the study purpose due to the limitation of time and cost
constraint. Results shown that the ease of use, perceived benefits, ability

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to search and convienence play a significant role and male younger consumers
make more online purchases as compared to the female regardless of their
education. It is also revealed by our analysis that the clothing, electronics
and services are the most common items which are more searched over
the internet and clothing and services are more purchased over the internet.
E-tailers should concentrate more on these factors so that to stimulte growth
of their business and try to resolve the problem of risk which customers
generally have fear to face in online shopping. The study further offers
research gap, valuable suggestions and recommendations for E-tailers, and
theoretical implications of the research.
Keywords: Online Search, Online Purchase, Online shopping behaviour

Impact of Green Anthropomorphic Advertisement on

Environment Concerns in Young Minds
Ms. Ritu Gupta* & Dr. Kokil Jain **
*Research Scholar, Amity International Business School, Noida, India
e mail: ritugupta1009@gmail.com
**Professor, Head of Marketing, Department of Marketing,
Amity International Business School, Noida, India
Email:kjain@amity.edu

Government agencies and environmentalists usually try to include the

innovative tools which can affect positively on environment and helps
tosustain its worth. The objective of this paper is to examine the role of
anthropomorphism in determining the impact on environment concerns in
young minds. This study was experimental in nature and was done on
students. The study utilised between groups experimental design. The study
applied Multivariate Analysis of variance technique to draw the results. In
the empirical analysis, four dependant variables i.e. feelings, attitude towards
the advertisement, attitude towards the environment concern and behaviour
intentionswere taken whereas, independent variable Anthropomorphism
was used to determine its impact on behaviour intentions for environment.
The results have shown that anthropomorphism causes significant positive
impact on attitude and behaviour intentions of students for environment.
It can be concluded that Indian students do anthropomorphise green

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advertising and behave positively in terms of attitude and behaviour

intentions. Agencies and environmentalists dealing in environment concerns
can use the tendency of anthropomorphism to inculcategreen behaviour in
young minds.
Keywords: Anthropomorphism, Attitude Towards Advertisement,
Environment Concerns, Green Behaviour.

Impact of Digital Marketing Strategies by E-Retailers and its

Element of Sustainability on Consumer Buying Behaviour
Nitish Bagdi*, Nidhi Prasad** & Shashank Chug***
*Ph.D Research Scholar, Department of Commerce, Delhi School of Economics, University of Delhi
E-mail: nitish.acma.srcc@Live.innprasad5117@gmail.com
**Student, P.G.D.A.V College Eve., University of Delhi
***Student, P.G.D.A.V College Eve., University of Delhi

Immense advancement has been completed in the turf of marketing and

sustainability. On the other hand, there is still an imperative crack sandwiched
between the conduct and beliefs of people and markets on the subject of
sustainability, and companies’ competence to comprehend and countenance
this inclination. Digital marketing is explanation to fill up this opening.
Nevertheless, study in digital marketing and sustainability is very inadequate.
The potential business diagnosis has gigantic enslavement on digital
marketing modernization. Scientific innovations are not only altering
industries but their sustainability of using digital media. The use of
digitization has developed into part of daily life. The expansive intention
of the study is to be aware of extent of digital marketing for potential
business prospects. The rationale of the study is to discover an assortment
of factors connected with digital marketing and sustainability which impacts
consumer’s online buying behavior. The study is an exploratory one based
on primary data with a sample size of 286 being collected from Delhi via
a semi-structured questionnaire being circulated on the basis of convenience
sampling methodology. Furthermore, data collected is being analyzed using
multiple correlation and regression analysis to test the hypotheses.
Keywords: Digital Marketing, Sustainability etc.

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Green Marketing in India: An Overview

Ms. Hira Najam* & Ms. Faareha Usmani**
*Research Scholars, Jamia Millia Islamia, New Delhi
**Research Scholars, Jamia Millia Islamia, New Delhi
Email id: faa94usmani@gmail.com

Green Marketing as a concept and phenomenon has been lately gaining

more and more attention among the environmentalists as well as in the
modern market. There has been considerable amount of damage done to
the planet in large and to its environment in particular at a very alarming
rate in the last few decades. This puts the human race under enormous
pressure to rectify the damage done by them for meeting their endless
needs and desires. Hence, human beings are becoming more and more
concerned regarding the environmental issues, so much so, that even the
corporate sector has to mould and modify their business plans and strategies
in ways which are environment friendly. This is exactly where the vision
of Green Marketing fits in. The main aim of the paper is to study the
performance of Green Marketing in India. It will try to evaluate the progress
and analyse the prospects of Green Marketing in the Indian market in the
recent period. It is an effort to determine the key role played by Green
Marketers and the Government in achieving the success in many aspects
of MDG’s. The scope of the paper has been kept at analysing the initiatives
and performance of green marketing in the Indian context. Therefore the
study examines the performance of green marketing in India to achieve
the goals such as protection of environment, use ecofriendly products,
spread the awareness and importance of protection of environment. Although
Green marketing able to protect the environment in broader sense by
producing products that are environmentally safe.
Kewords: Green Marketing, Environmental Marketing, Hazardous, Depletion,
Green Products, Initiatives.

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Impact of Online Advertising on Millennial Purchase

Behavior in India
Dr. Shishma Kushwaha
Assistant Professor, JIMS Engineering & Management Technical Campus
(Affiliated to GGSIPU, New Delhi), Greater Noida, Gautam Budh Nagar, U.P.
Email: shish_kush@yahoo.co.in

It is the era of Digitalization and in today’s there is hardly anyone who

is untouched with the digitalization in various ways. So, how an important
aspect of the business promotional activity i.e. advertising, of our business
could be untouched with this. A manufacturer can’t run its business until
and unless the consumer or the buyer has the information about its business
and purchase from him/her.Only providing the products to the retailer is
not sufficient. The manufacturer needs to be aware of the expected consumers
or buyers about its product through the means of admpetitive world. As
people are becoming more and more digitized, so the manufacturers also
need to go in the same way the world is going ahead. Now,they have
started advertising through online/mobile apps etc. In the given research
paper, it is being tried to find out the behavior of millennial towards the
digital advertising. The researcher also tried to find out whether these
digital advertisements are able to attract buyers to purchase the products.
Keywords: Millennial, Millennial Behavior, Digitalization, Advertising, Digital
Advertising.

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Barriers in the Adoption of Organic Food Culture:

Farm to Fork
Varuni Sharma* & Dr. Krishan K. Boora**
*Research Scholar, Deptt. of Management Studies, BPS Women University, Sonipat, Haryana
Email: 1111varuni@gmail.com
**Assistant Professor, Dept. of Management Studies, BPS Women University, Sonipat, Haryana
E-mail: krishanboora@gmail.com

Indian Organic food industry is spreading its sphere at a very good pace
and there is a lot of opportunity to start up and invest in the business.
Although Indian Organic food market is in ascent stage but its purview is
expanding every day due to increasing health awareness and rising concern
for the nature. We have traditionally managed farms and by default our
agricultural practices are organic, which is our inheritance supported by
varied geographical are a and climate condition. Small and marginal farmers
can have more profiting rowing organic crop as cost of production of
organic crop is very less than that of inorganic crop and the farmers can
get premium price for organic crop. In addition to this organic agriculture
is sustainable agricultural practice, which is highly required to ensure future
food security. These positive attributes should be highly admired but the
execution of Organic Food Value Chain is not that easy. There are so
many challenges in front of the adoption of this healthy food option.
Government has launched few programs like PGS and NPOP which is not
sufficient for the required growth of industry. Well settled industry of
pesticides and chemical fertilizer is not ready to give avenues to this safe
roption, which is really a hard nut to crack. This paper analyzes issues
and challenges for Organic food by Value chain prospective and market
share. Challenges faced by producer and seller area matter to bead dressed
in no time for a proper growth of this sector. This paper detailed the
issues related to consumers in the adoption of organic food culture. Finally
this paper analyzes the existing Government policy framework for organic
food products and Organic agriculture. Few recommendations against these
issues and challenges are also concluded under conclusion part.
Keywords: Organic Food, Value Chain, Sustainable Agriculture, Policy
Framework.

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Perception of Consumers Towards Green Marketing and its

Effect on their Purchase Intention
Saima* & Prof. M. Altafkhan**
*Research Scholar, Jamia Millia Islamia, M. M. Ali Jauhar Marg, Jamia Nagar, Delhi
Email id: saima3095@gmail.com
**Professor, Jamia Millia Islamia, M. M. Ali Jauhar Marg, Jamia Nagar, Delhi
Email id:draltafjmi@gmail.com

The marketing of environment friendly goods and services is called green

marketing. With growing awareness about environment among the existing
and potential consumers, it is of grave importance on the part of the
marketer to understand the changing concerns of the consumer and adapt
the marketing strategies according to the need of the hour. Over the last
few decades, the concern for environment has become significant for not
only the government, but for the MNCs, academicians and others take
holders as well. This research paper is an attempt to identify how consumers
perceive green marketing in today’s scenario when the global warming
issue has become a major cause of worry for every nation. Along with the
perception, this paper at temptst of in dout the green values of the consumers
and the effect of green marketing on the purchase intention of consumers.
The perception of consumers was identified with the help of an online
questionnaire and the size of the sample was 155. Frequency and percentage
distribution, mean, standard deviation, correlation and regression techniques
were used for analysis of the collected data. There are many factors which
affect the consumers’ purchase intention of green products, out of which
the following five factors were taken in consideration: Product Price,
Environmental Consciousness, Ecological Packaging, Awareness about Green
Products and Green Advertising. It was found through the survey study
that consumers consider the green marketing practices of the companies
important as their green values were found to be high. Out of the various
green marketing practices taken in the study, the practice of manufacturing
eco-friendly product is considered the most important by the consumers.
Also, green marketing practices of a brand were found to be positively
related to the purchase intention of consumers from that particular brand.
Keywords: Green Marketing, Perception, Consumers, Purchase Intention,
Environment.
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Organic Food Consumption as Part of Healthy Eating Habit

Among Keralites
Ms. Aswini Asokan
Assistant Professor, Rajagiri College of Social Sciences, Kalamaserry, Kerala
aswini@rajagiri.edu , aswiniasokan570@gmail.com

The food industry is undergoing unprecedented transformation due to the

changing lifestyle and health consciousness of the people all around the
world. Even though the people are proceeding with a hectic and exhausted
life, they are giving due importance for their valuable health. Liberalisation,
privatisation and globalisation has contributed a lot to the Food industry.
Now-a-days a lot of new recipes are coming in to the food market. And
there are a large number of people who would like to taste these new
recipes which are coming into the food market, day-by-day. Food industry
is one of the prominent and old industries which is contributing a good
portion to the GDP of our country.To enrich ourself, physically, mentally
and emotionally we always prefer to be happy every moment. Similarly a
good and appropriate food habit can also keep us physically, mentally
and emotionally healthy and wealthy. And this paved the way for the
easy entrance and penetration of organic food products into the market.
The organic food products has comparatively captured the attention of the
good portion of the food industry. The gaining popularity of its safety,
quality and various other attributes which had attracted the people to buy
those product more, rather than the normal food products in the market.
In this scenario the contribution of organic food as a healthy food product,
its consumption and the various driving factors leads to the purchasing
decisions, attributes which induce the people for its consumption gains
distinct importance. This paper is focusing on the various driving factors
for the consumption of organic food products, health consciousness, brand
preferences and the gaining popularity of organic food products among
the keralites has been considered. By reviewing major recent literature,
this study has developed a seven dimensional model which has potential
to make new contributions particularly in the area of organic food product
industry. Regression Analysis and Correlation Analysis has been used to
validate identified constructs for knowing influence and gaining popularity
of organic food products among the keralites, who choose it as a good
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option as a part of healthy eating habit.The study also highlights about

the brand preferences, driving factors and attributes.
Keywords: Organic Food Products, Driving Attributes, Factors, Brand
Preferences, Health Consciousness.

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SUSTAINABLE BUSINESS

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Green Business Developments in India: A Study on the

Eco-friendly Initiatives towards Sustainable
Developments
Rajesh Garg
Assistant Professor, Department of Commerce, Arya P.G. College, Panipat (Haryana)
Email: ash63836@gmail.com

Increasing awareness on the various environmental problems has led to a

shift in consumer behaviour. There has been a change in consumer attitude
towards a green lifestyle. Thus green Marketing has evolved special
implications in the modern market. Green indicates purity through quality,
fairness in price and worthy in dealings. Green marketing focuses on
marketing eco-friendly products to satisfy the needs and wants of the
customers. It adopts innovative techniques of product modification, dynamic
product process, maintaining sustainability and diversified advertising etc.
The vision of Green marketing is to protect ecological environment. Present
day customers need to be socially responsible and conscious towards
environmental aspects. Green marketing is a phenomenon which has
developed particular important in the modern market and has emerged as
an important concept in India as in other parts of developing and developed
world, and is seen as an important strategy of facilitating sustainable
development. In this research paper, the main emphasis has been made of
concept, need and importance of green marketing. Data had been collected
from multiple sources of evidence, in addition to books, journals, websites,
and newspapers. It explores the main issues in adoption of green marketing
practices. The paper describes the current scenario of the Indian market
and explores the challenges and opportunities businesses have with green
marketing.
Keywords: Green Marketing, Green Business, Opportunities.

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A Study on Overtourism-it’s Problems and Solutions

Dr. Shradha Vernekar* & Mr. Sayyam Gibrani**
*Assistant Professor, BVDU
Email: shradhavernekar09@gmail.com
**Student, BVDU

Overtourism is an emerging concept facing the world’s main tourist

destinations. The growth that tourism has undergone in recent decades is
of two different types. On the one hand, the development of new technologies
and the creation of low-cost airline carriers have increased tourism levels,
leading to growth even in emerging economies. On the other hand,
uncontrolled demand alongside a concentration of tourism in particular
destinations impact negatively both territories and local communities. The
problems caused in some destinations by the increasing, ongoing growth
in tourism have created the issue of “overtourism,” which is assuming an
increasing significance in the literature. This paper contributes to the literature
by providing an exploratory study with which to better understand the
origins of overtourism, its implications, and predicted future perspectives
in respect to the issue. Examination of the new evidence presented here
contributes to the expanding knowledge of particular problems of tourism
development.
Keywords: Over Tourism; Tourism Development; Sustainability; City
Destinations.

A Study on Barriers of Green Practices of Star Hotels in

Greater Hyderabad Municipal Corporations
Dr. Arakhita Behera
Assistant Professor, Department of Humanities and Social Science, DIT University, Mussoorie
Email: beheraarakhita996@gmail.com

There has been a strong relationship between tourism and the environment.
According to Mathieson (1982), the core feature of tourism is the environment.
Basically, the environment is degraded because of many reasons caused

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by the tourism industry such as excessive use of natural resources, a large

number of tourist arrivals and over-development of tourism facilities (Robinot
and Giannelloni, 2010). Following the negative impacts, the hospitality
industry is taking further steps to implement green practices. The hospitality
industry especially the hotel industry is seriously taking part in greening
their hotels because of some driving factors.These driving factors are a
financial benefit (Molina-Azorín et al 2009), legitimation, competitiveness,
ecological responsibility (Bansal, 2000) and the rise of green consumers
(Nair and Anantharajah, 2012). According to Rahman and others (2012),
financial benefits and legitimations are the main driving factors which
force the hotelier to implement green practices. In recent times, there has
been a tremendous effort in greening the hotel industry due to its adverse
environmental effects. The efforts of greening the hotel industry in India
are increasing slowly because of the number of barriers. The aim of this
paper is to identify the barriers of implementing green practices in star
hotels in Greater Hyderabad Municipal Corporation (GHMC) which is
consisted of both Hyderabad and Secunderabad in Telangana state of India.
This study engaged qualitative methods using the schedule methods for
the collection of data. The finding identified 12 barriers that are categorized
under significant, less significant and non- significant.
Keywords: Barriers; Green Practices; Star Hotels; GHMC.

Green Process Innovation: A Efficient Manufacturing

Strategy for Better Future
Soumya Varghese* & DR. Jagathy Raj V.P**
*Research Scholar, School Management Studies, Cochin University Science and Technology (CUSAT)
Email id: soumya@cusat.ac.in
**Professor, School Management Studies, Cochin University Science and Technology (CUSAT),
Email id: jagathyraj@gmail.com

Recent studies (Bigliardi and Dormio, 2009; Raymond and St-Pierre, 2010;
Maine and Lubik, 2012) support that process innovation often equips existing
production processes with advanced techniques which, in turn, improves
the capability of adding new product features to meet the market needs.
Green process innovation included all innovations that have a beneficial

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effect on the environment. In the line of (Chiou et al., 2011) when focusing
on green process innovation, companies or manufacturers will gain cost
savings, increased efficiency, increased productivity and better product
quality, and also all leading to improving their green performance. The
maximum reuse of components and recycle material has identified as one
of the characteristics and elements of the sustainable production system
(O’Brien.C,1999., Tingstrom.J et al.,2006). The recycling process was recognised
can bring radical improvement to the manufacturing firms, thus increasing
the level of environmental performance (Thrane et al.,2009). Hence the
conceptual paper focused on green process innovation, its role in
manufacturing for achieving better environmental performance.
Keywords: Manufacturing, Green Process Innovation, Environment,
Environmental Performance.

Performance and Prospect of E-wallet System in India

Syed Mohd Minhaj* & Prof. M. Altaf. Khan**
*Research Scholar, Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi
Email-id:-syedminhaj125@yahoo.com
**Department of Commerce and Business Studies, Jamia Millia Islamia,New Delhi
Email id: draltafjmi@gmail.com

After declaration of demonization it creates various problems across India.

This decision was taken to reduce corruption and discourage tax evasion
and other practices. After, practically implication of this policy, it reflects
in chaos and long queuing in outside banks. This condition remains around
two months. Demonetization creates problems for general public and it is
also right time to think about it.
Digital and cashless economy. It is a right time to shift from traditional
banking to digital banking or cashless economy. Banking industry provide
various types of services in the form of –cheques, demand drafts, mobile
banking, net banking, national electronic funds transfer (NEFT), real time
gross settlement (RTGS) and other immediate payment services. But most
of these services are difficult to use for the common man. Most of the

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people need services which is not complicated to use. The solution for this
take place in the form of e-wallet.
Keywords: E-wallet, Digital Payment, Cashless Economy.

Eco-Labeling: Concept Awareness among Student

Community in Kochi
Dayana Lalan K
Assistant Professor, Rajagiri College of Social Sciences, Kalamaserry
dayanalalan22@gmail.com

A business enterprise at any circumstance has to focus on the customer’s

needs and wants to make themselves available with competitive advantages.
In the present scenario the choice of customer’s is falling back to the
products and services that have reduced, minimal or no harm to the biome.
The environmental impact that is being faced due to the damages made
in the ecosystem is a stimulating reason towards this choice. People nowadays
are thoughtful about the impact of selected products on environment and
this is where an ethical business should show its value by making it easy
for them to choose right. This act of wisely choosing products should be
passed to the younger generation to have a balanced and sustainable
development under the economic, environmental and social aspect. This is
possible when the youth are aware about various concepts emerged that
have the potential to serve the earth and also make you money. This
study focuses on Eco-Labeling, one among such various concepts which
altogether can enable customers to identify a product that are compatible
with the objectives of sustainable development. This paper provides with
empirical data on the awareness of eco-labeling concept among the student
community and it reports the result of survey conducted among 150 students
across Kochi. The paper has drawn attention towards various factors that
contributes to their purchasing decision of choosing Eco-Labeled products.
Keywords: Eco-Labeling, Sustainable Development, Awareness, Knowledge
of Green Products, Effectiveness.

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Commercial and Marketing Aspects of Digital Healthcare

Devices working on Internet of Things (IoT):
Sustainability of Business Propositions for Tomorrow
Dr. Anupama Mahajan*, Ravi Karar** & Ms. Surbhi Talwar***
*Associate Professor, Department of Commerce, Bharati College, University of Delhi
Email id: anupamamahajan05@gmail.com
**Research Scholar, Department of Commerce, Delhi School of Economics, University of Delhi
Email id: kararravi84@hotmail.com
***Assistant Professor Department of Commerce, Delhi School of Economics, University of Delhi

The Internet of Things (IoT) has opened up a world of possibilities in

medicine: when connected to the internet, ordinary medical devices can
collect invaluable additional data, give extra insight into symptoms and
trends, enable remote care, and generally give patients more control over
their lives and treatment. There are obvious concerns of vulnerability involved
with connected healthcare, which along with the rigor of drug development
may be slowing the development of new digital medicines.
However, it’s clear which way the wind is blowing. From adherence to
diagnosis, the applications are manifold. In particular, lifelogging (which
granted is often a case of mobile health, not strictly IoT) seems still to be
a powerful idea, changing how patients interact with their clinic. This is
particularly the case for measuring subjective data for those suffering from
anxiety or depression. Ultimately, one can see why Apple is getting into
this space with HealthKit, ResearchKit, and CareKit, and Google with
GoogleFit and subsidiaries like Verily. It’s not hard to imagine a future in
which iOS or Android apps interact with much of our medicine.
Doctors have gathered data on patients’ ailments and histories since
Hippocrates, and current, accurate information is critical to effective health
care. By making measurements and analysis automatic, IoT applications
promise to help improve and personalize care—and create new value for
industry players.
Keywords: Internet of Things (IoT), Digital Medical Devices, Remote Health
Monitoring Systems, e-Hospital, Telemedicine.

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Sustainable Development in Business

Ms. Pooja
Assistant Professor in Commerce, Aggarwal College Ballabgarh, Faridabad (Haryana)
Email: pujap.18100@gmail.com

India is a developing country that emphasizes the development of the

economic growth of our country and in many other countries in the world.
Indian Government is taking all necessary steps to face the challenges and
threats for the growth of businesses and companies. This research paper
provides a healthy history perspective on business sustainability. In this
research paper, en effort has been made to identify the Changing roles of
companies in India and to balance our economic, ecological and cordial
needs for coming generations. The studies based on secondary data and
a lot of newspapers, websites, and articles are gone through to assemble
information regarding this research. The working paper concludes that the
emergent business history literature must be incorporated within the broader
management literatures on sustainability, and thus the difficulty of business
and sustainability deserves to become a central issue, rather than a marginal
one, within the discipline of business history.
Keywords: Business changing roles, challenges and opportunities.

Sustainable Development Goals: A Road Towards a Better Future

Shikha Menani* & Kavita Singla**
*Assistant Professor, PGDAV College, University of Delhi
Shikha.menani@pgdav.du.ac.in
**Assistant Professor, PGDAV College, University of Delhi
kavitasingla1970@gmail.com

The advent of civilization and heightened use of energy sources led to

increased income and prosperity for the nations worldwide but on the
dark side it lead to the deterioration of the environment which forced the
world leaders to think of some measures that could not only help the

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countries in achieving the goals of economic development but also protect

the environment. The brainstorming lead to the birth of the concept of
“sustainable development” that was first introduced in the Brundtland
commission in the year 1987 and later extended by the United Nations in
its various conferences held at Stockholm, Rio De Janerio, Paris and others.
It led to the development of various goals firstly coined as the “Millennium
Development Goals” in the year 2000 which later gave way to the sustainable
development goals (SDGs) in the year 2015. The latter are a set of 17
global goals to be achieved by the member countries by the year 2030 to
ensure that there is not only development but it is also sustainable. To
ensure this member nations have come up with various tools to achieve
the SDGs. India, for instance has adopted a holistic approach to ensure
the targets are attained within the time frame. One such measure though
which is not directly associated with the global goals but comes quite
close to it in its achievement is the mandatory corporate social responsibility
initiated by the country in the year 2013 under the section 135 of The
Companies Act, 2013. There are various other innovative ways undertaken
by the public as well as private sector like the innovative schooling methods
of Barefoot college by Bunker Roy, SECMOL by Sonam Wangchuk, solar
powered airport of cochin, water harvesting and solar power usage by
Delhi metro, launching of the sustainability indices like GREENEX and
CARBONEX, promotion of Green Foreign Direct Investment amongst others.
The present study is an attempt to highlight concept of sustainable
development along with providing why it is required and the various
steps taken at the grassroot level to ensure that the goals are achieved by
the target of year 2030.
Keywords: Sustainable Development Goals, Economic Development,
Corporate Social Responsibility.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Enduring Sustainable Growth in Restaurants: A Conceptual

Understanding of the Dimensions of Service Quality
Shashi Nanda
Assistant Professor, PGDAV College, Delhi University, Delhi, India
E-mail: shashi.nanda@pgdav.du.ac.in

Service quality is a critical element for the growth, survival and success of
any firm. It is a strategic tool and a competitive weapon in the hands of
the firms to attain sustainable growth in the present competitive business
scenario. This conceptual paper is an attempt towards a better understanding
of delivering quality in services to the customers in the hospitality sector,
focusing on restaurants that contribute towards an enduring expansion of
service firms. The researcher has made an attempt to comprehend the
view point of various researchers that help in providing viable service
quality to its customers by maximizing the resource efficiency on one
hand and providing customer value and satisfaction on the other. In the
era of cut throat competition, it is imperative to gain deeper insights into
customer expectations so as to meet quality and value standards from
their perspective. A satisfied customer provides longevity in his stay with
the business and refuses to adopt switching buying behavior. In a highly
dynamic and competitive business environment, the firms that are able to
focus on planet, people and profits are in a better position to frame feasible
decisions that provide abundant service quality to its customers. Successful
firms testify a greater zeal in their customers to patronize the service
provider reflecting their loyalty that paves a way in building lasting
relationships. By acquiring the ability to identify the needs, differentiate
the customers, interact with them personally and customize the services
according to their requirement, the firms nurturea stronger competitive
edge. With the help of improved and upgraded service quality, those
firms who succeed to provide differentiation in services appear to be more
influential than those who manage to just offer a broad range of services;
furthermore, contribute towards a larger sustainable advantage, not easily
replicable by the competitors. By maintaining consistency in quality and
excellence in delivery, the firms endure to build, maintain and nurture
healthy relationships with their dedicated customers, who remain deeply
committed in providing continuous business to the service firm. A good
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relationship provides a strong linkage between satisfaction, trust and

commitment with the loyal customers, stimulating them to witness the
patronizing of the preferred services in future, reflecting a lower likelihood
of switching between brands. Customer satisfaction, through better service
quality, is an established marketing tool that encourages a customer to
positively advocate the services to his family and friends and a long term
strategic decision that contributes in the sustainable development of the
service firm.
Keywords: Service Quality, Customer Satisfaction, Sustainability.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

SUSTAINABLE ECONOMY

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Is Unemployment a Hindrance to the Attainment of

Sustainable Development Goals in India?
Dr. Chanchal Chopra* & Neethu Bijoy**
*Associate Professor, Janki Devi Memorial College, Delhi University
**Mphil Scholar, Department of Commerce, Delhi University
Email: neethubijoy99@gmail.com

Sustainable Development Goal (SDG) 8 calls upon economies to “promote

sustained, inclusive and sustainable economic growth, full and productive
employment and decent work for all”. According to the World Employment
and Social Outlook – Trends 2019, in 2018 the global unemployment rate
stood at 5% and approximately 172 million people among the 7.6 billion
population of the world were unemployed. These current trends show us
that attaining this goal of sustainable development requires increased efforts.
Even fastest growing economies are failing to translate growth into
development. When jobless growth persists in the economy, the economy
tends to enter into a vicious cycle where unemployment leads to poverty,
which further leads to no access to education and health facilities and
then unemployment again. This paper investigates the empirical work that
defines relationship of unemployment with other variables. Okun’s law
which states that there exists a negative relation between unemployment
and growth is also discussed. The study also tries to give a deeper insight
about unemployment in India after independence. It tries to look into the
determinants of unemployment in India for the period 1991 to 2018. Variables
like Gross Domestic Product, Inflation, Population, Foreign Direct Investment,
Trade Openness, Labour Force Participation Rate, Gross Fixed Capital
Formation, Life Expectancy, Interest Rates and Secondary Enrolment are
taken as independent variables. Stepwise regression was applied on the
data. Results show a positive coefficient for GDP, life expectancy, GFCF
and interest rates. Whereas, inflation, FDI, population and secondary school
enrolment have a negative coefficient. It also brings the implications of
the relationships discussed above to the policy makers.
Keywords: Unemployment, GDP, Inflation, Labour Force.

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Sustainable Development and Business: Managing Organizations of Tomorrow ISBN : 978-93-84858-96-2

Why Is Sustainable Development Essential?

Mr. Krishan Dahiya* & Ms. Khushbu Dahiya**
*Retd. Associate Professor , Government College, Murthal
**Former Assistant Professor, Dr. B. R Ambedkar National Law University, Sonipat

Today, every country aspires for development. The need of the hour is
sustainable development. Why? Because development is a necessary
condition, but sustainable development is needed sufficiently in any economy
which aims for the advancement of its present and future generations.
Now economic advancement carries many narratives and meta-narrative
in the form of growth, development and now sustainable development.
Development has been the catchword, right from Adam Smith, Ricardo,
Malthus, Mill, Marshall, Schumpeter, Keynes and post Keynesian economists.
Prof. Meir, Peterson and Salvatore define growth in terms of increase in
GNP and per capita income over a longer period of time. While development
was defined by Meir and Baldwin, Irma Adelman, Kindleberger and Clark
in terms of increase in the economic welfare of society in a qualitative
manner. For the last 30 years, economists have called sustainable
development, as an essential goal for the present and future well-being of
its society at large. The sustainable development concept came first in
1987 in the Brundtland report on Environment and development with the
theme: Our Common Future. It was later developed by Cobb (1989), Serafy
(1989), Clarke (1991), Tunstall (1991) and D. Clayton (1992). Now the question
arises, Why sustainable development and what is development? Development
for whom? Development by what resources? When to develop? How to
develop? What is the cost of development? What are the benefits of
development? Who are the beneficiaries of development? What should be
the strategy for development? If development, whether the fruits of
development are evenly distributed or grabbed or cornered by few sections
of society, causing misery, poverty, hunger, malnutrition, disaster, inequalities
and even unemployment at the cost of advance technology. The future
generation will ask the question of whether loss of land, manpower or
natural resources can be called genuine or holistic development. We will
analyse through this paper that why sustainable development is essential?

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A Framework for Understanding Land Degradation and

Livelihoods Interaction: Case of Attappady Region
in Kerala, India
Arvind Singh Vijay
Research Scholar, Department of Management, Dr. B.R.Ambedkar University of Social Sciences
Email: arvindvijayphd@gmail.com

The paper provides a conceptual framework for understanding the impact

of land degradation on sustainable rural livelihoods. This conceptual
framework has been developed by integrating four earlier frameworks,
such as those given by Clay, Guizlo and Wallace (1994: 2), Bilsborrow
(2002: 80), Carr, Lopez and Bilsborrow (2009: 225) and Scoones (1998: 4).
Interestingly, the framework has found that rapid rural population growth
induced by the in-migration has resulted in land degradation and
unsustainable livelihoods among indigenous people in the Attappady region
of Kerala (India). This is because rapid rural population growth induced
by the in- migration has made drastic and sudden changes in the structure
of landholding (tenure, size, dispersion, etc.) and livelihoods strategies
such as agricultural extensification (Malthusian/new- Malthusian) and
agricultural intensification (Boserupian). All of these changes increase the
poor management of the land and resulting in a possible decrease in soil
quality, yields, damage to watersheds, water contamination, aquifer mining,
salinisation, increased soil erosion and flooding, decreased water retention
and loss of biological diversity (Bilsborrow 2002: 80). Soil erosion, salinization,
loss of biological diversity, etc., are the more visible forms of land degradation
and it results in the increased poverty and subsequent emigration, and
reduced human well-being (Millennium Ecosystem Assessment 2005:1).
Attappady is an indigenous populated region, located in Western Ghats,
in the state of Kerala (India), and is one of the first regions of the state
turning into asemi-aridregion (AHADS 2010:7) due to the increasing severity
of land degradation (Hoeschele 2000; 1998). This regionis now characterized
as drought-prone and dry land agriculture region (KSLUB/NRSA 1994: 1).
But in the past, until the 1940s, Attappady region was densely forested
and inhabited exclusively by the indigenous people, whose main sources
of livelihood was hunting, gathering and shifting cultivation (Thurston

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1909: 377). Then Attappady witnessed a massive influx of non-indigenous

settlers that resulted in rapid population growth that consequently led to
changes in livelihoods strategies (agricultural extensification and/ or
agricultural intensification that were no longer eco- friendly) and the structure
of landholding (tenure, size, dispersion, fragility, etc.). As a result, Attappady
region lost a large portion of its dense evergreen forest and rich biological
diversity, which caused land degradation. Indigenous people, especially
the farmers, could not cope with the increased land degradation because
they did not know land conservation in settled cultivation (Purushothaman
2005: 5612) and intensification (use of fertilizer, technology, etc.) techniques.
Therefore, farming is not economically viable to the majority of indigenous
farmers and they were forced to bring in diversification of livelihoods. A
good number of indigenous people including, farmers became dependent
on irregular and low-paid farmand non-farm unskilled manual works and
government assistance. Having lost much of their forest, shifting cultivation
(traditional farming), and fertile land, the indigenous people became victims
of extreme socio- economic marginalisation in Attappady region.
Keywords: Attappady, Degradation, Land, Livelihoods.

Green Banking : Benefits, Challenges & Opportunities in

Indian Context
Mohmad Aarif* & Prof. Md. Faizanuddin**
*Research Scholar, Dept. of Commerce & Business management, VKS University, Ara
Email: aarifjmi@gmail.com
**Dept. of Commerce & Business Management, VKS University, Ara

The Banking industry plays an very important role in economic growth

and environmental protection by promoting environmentally sustainable
and socially responsible institutions. The term “green banking” is gaining
more and more popularity in recent years all over the world. It is becoming
popular part of PR strategyof many financial institutions, but apart from
that behind the advertisement there are initiatives and efforts within the
banks to justify it. The banking of this kind can be termed as “Green
Banking”. Green banking is different from traditional banking, as green
banking focus on promoting environment friendly banking. Green banking
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is also known as ethical banking. The concern for environmental sustainability

has given mass recognition to the concept of corporate social responsibility.
The potential benefits of the concept has gained the interest of the regulatory
authorities, society, NGOs, employees, customers as well as the international
bodies to the issue. It means combining operational improvements, technology
and changing client habits in banking business. An attempt is made on to
understand the concept of Green banking and its challenges & Benefits in
Indian context. Green is becoming a symbol of eco-consciousness in the
world ..This paper has made an attempt to highlight the major services,
challenges, Benefits of Green Banks in India.
Keywords: Green Banking, Green Banking Products, Benefits, Challenges,
Opportunities.

A Study on Green Banking in India: A Case Study of

Canara Bank
Gunjan Verma
Assistant Professor, Kalindi College, University of Delhi
Email: gunjanvarma581@gmail.com

“Green Banking” itself indicates promoting environment friendly banking

practices and reducing carbon footprint from banking activities. To add
simplicity to this term, it is a form of banking which ensures less utilization
of natural resources and optimal reduction of wastage of paper/ carbon
footprint. Green banking is being practiced by all the banks, which consider
all the social and environmental and ecological factors with an aim to
protect the environment and conserve natural resources as well. Green
banking practices are also labeled as “ethical banking” or a sustainable
banking. The idea behind this banking concept is to develop the conservation
of earth’s environment, habitats and resources. It can be done through
promoting the usage of online banking instead of branch banking, paying
bills online, Opening up CDs and money market accounts through online
banking, instead of large multi-branch banks etc.
Keywords: Green Behavior, Environment, Ethical Banking, Sustainability.

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Cost-Benefit Analysis of Non-Motorized Transport: A Case

Study for Sustainable Development
Dr. Dipti Ranjan Mohapatra
Associate Professor, Amity College of Commerce and Finance, Sector-125,
Amity University, Uttar Pradesh, Noida, Pin-201313
E-Mail: dr.mohapatra5549@gmail.com

Non-motorized transport plays an important role in urban sustainability

especially in developing countries. It has environment and poverty
dimensions. It is linked with sustainable development in terms of value of
time and income generation. It is one of the principal source of income for
the poor and is a vital mode of transportation for vulnerable. In this
paper, we have taken evidence from World Bank’s municipal program in
African region. Emphasis is led on non-motorized transport facilities in
five towns of Kenya for maintaining status quo on “Social, Urban, Rural
and Resilience Global Practice”. This study demonstrates the vital role
that non-motorized transport plays in achieving sustainable development
objectives and correlated the outcome with the importance of non-motorized
transport in India. If such facilities are not promoted and regulated, there
would not only be significant increases in air pollution but also a substantial
increase in the numbers of people living in poverty. Kenya Municipal
Programme (KMP) with the support from World Bank underlined the
need of promotion of Non-Motorized Transport (NMT) facilities in selected
towns. To realize this, an economic analysis of the feasibility of non-motorized
transport facilities in Mombasa town has been considered. The proposed
NMT facilities are grouped into structures, footpaths, cycle tracks and
traffic calming measures which are important mode of travel for business.
Benefit-cost technique has been adopted as method of economic evaluation.
The costs of the proposed facilities have been derived by engineering cost
estimate. Benefit to NMT users accrue when dedicated NMT infrastructure
is created. Provision of appropriate infrastructure has both short and long
term benefits. The long term benefits are more complex and quantification
of these benefits is more complex. The present study is confined to the
short term benefits, accruing over a 5-years period. The quantum of benefits
in term of saving in productivity loss and time saving has been estimated.
The study analysed the economic viability of the proposed investment

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programmes for making the business sustainable. This analysis is one of

the example to carry out economic analysis to evaluate the feasibility and
sustainability of such programme in India for making Indian urban transport
system sustainable. This has been ignored for long time in India. Time has
to come to undertake such an action. Smart city mission of government of
India require to carry out the economic evaluation of non-motorized transport
programme in Delhi NCR and other cities in order to make the programme
successful.

Role of Organic Farming in Sustainable Rural Development

Ashish Kumar
Research Scholar, Deptt. of Commerce and Business Administration, J.V. Jain College, Saharanpur
Email: ashishkumarigc@gmail.com

A simple search for sustainable development brings us to the most basic

definition that is an economic development conducted without depletion
of natural resources. In essence, organic farming is intimately connected to
every principle of sustainable development. Organic farming is helping us
to restore the ecological balance.
Organic farming does away with the harmful practices of conventional
farming like the use of toxic fertilizers. In essence, organic farming is a
farming technique which sustains, maintains and enhances the quality of
the ecosystem. It does so without hampering the course of development.
Therefore, it works along the lines of sustainable development.
Keywords: Organic Farming, Ecosystem, Rural Development, Ecological
Balance etc.

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Economic Growth and Adoption of Sustainable Development

Goals in BRICS Nations
Rajani Chauhan* & Nishant Singh Chauhan**
*Research Scholar, Department of Accountancy and law, F/O Commerce,
Dayalbagh Educational Institute, Agra, U.P
Email: rajanisingh298@gmail.com
**Research Scholar, Department of Applied Business Economics, F/O Commerce,
Dayalbagh Educational Institute, Agra, U.P
Email: nishant.chauhan388@gmail.com

This study investigates the selection and usage of the United Nations’
Sustainable Development Goals (UN SDGs) in Brazil, Russia, India, China
and South Africa (BRICS). The researchers chose 25 top global organizations
and examined the selection of UN SDGs through its vision and mission
statements. Utilizing the substance investigation technique, this study
uncovers that in spite of the fact that organizations in BRICS nations have
been attempting to receive characterized UN SDGs, significant objectives
are absent. Chinese organizations stand first while concentrating on
manageable industry advancement furthermore, foundation, and South
African organizations’ enthusiasm for embracing UN SDGs gives off an
impression of being very low. By and large, the outcomes delineate that
significant UN SDGs—’Quality Education’, ‘Atmosphere Action’, what’s
more, ‘Life Below Water’— are absent from the vision and mission statements
of organizations in BRICS nations. It is suggested that BRICS nations give
more consideration to the UN-defined sustainable development goals. This
study is one of a kind in that it gives a scientific strategy to assess the
execution of the maintainable advancement objectives in BRICS nations.
Future examinations ought to incorporate more nations, so as to contemplate
a more extensive execution of the objectives
Keywords: SDGs; BRICS; UN; Goals; Vision and mission.

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STUDENTS

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Unconventional Monetary Policy: Operation Twist And

Financial Market
Prateek Nahar*, Vanshika Luthra**, Harshita Dang*** & Ratika Kashyap****
*M.Com Student, Ramjas College, Delhi University, Delhi
E-mail: prateeknahar15@gmail.com
**M.Com Student, Department of Commerce, Delhi University, Delhi
E-mail: vanshika.luthra.24@gmail.com
***M.Com Student, Department of Commerce, Delhi University, Delhi
E-mail: harshita.dang94@gmail.com
****M.Com Student, SRCC, Delhi University, Delhi
E-mail: ratikakashyap5@gmail.com

India’s monetary policy has typically been based on conventional tools

like Repo rate and other interest rates in the past. However, in December
2019 it announced simultaneous purchase of long term government securities
and sale of short term bonds of the same amount. In the West, this kind
of ‘twisting’ unconventional policy came to be known as “Operation Twist”.
Operation Twist was first used in the 70’s by the Federal Reserve in the
USA. In a first of its kind of experiment by the RBI, Operation Twist can
have a much larger impact than is perceived. Around the later part of
2019, India’s debt market was struggling after the IL&FS crisis and many
other debt defaults by notable corporations. While the US yield curve was
more or less flattening, the Indian yield curve was at a nine year steep.
So, in this paper, we would analyse the effect of “Operation Twist” on the
Indian financial market and the circumstances that lead to policies like the
operation twist.

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Are Consumers the Main Drivers of Sustainable Businesses:

Looking at the Opinions of Indian Consumers
Manasvi Bansal
Student, MBA (Business Sustainability), TERI School of Advanced Studies
Mail: Manasvi.bansal@terisas.ac.in

This research paper titled “Are Consumers the Main Drivers of Sustainable
Businesses: Looking at the Opinion of Indian Consumers” aims at elucidating
how customers are the main stakeholders driving business sustainability.
This study aims to show how the need of the hour for businesses in India
is to incorporate sustainability in their daily operations. Sustainability in
businesses is characterised by organisations having a positive effect on the
environment, community and society in addition to having a positive impact
on the economy. Businesses that adopt a triple bottom line vision sustain
longer in the business since they mitigate risks associated with the society
and the environment. Business sustainability is integral if businesses in
India seek to achieve sustainable growth and generate sustainable value.
This study aims to investigate whether Indian consumers demand sustainable
businesses; businesses that encompass the environmental and social
dimension along with the economic dimension. Since businesses occupy a
large place in our society, adoption of sustainability by them would lead
to a spiral impact on the society as well as the environment. The research
methodology of this study incorporates literature review as well as primary
data collection from 120 respondents from various fields like business,
sustainability, engineering, economics, environmental sciences and medicine.
It applies statistical tools like descriptive statistics (mean, standard deviation,
range), Karl Pearson correlation graphical tools for analysing the data. The
studies’ discoveries demonstrate that there exists a socio-economic case
for businesses adopting sustainable practices. This conclusion is presented
owing to the findings of this study. According to the findings, there exists
a significant relationship between loyalty of customers towards sustainable
businesses and willingness to pay more for their products. Also, a significant
relationship between those business that have a sustainable history and
the customers having a good image of their company was found to exist.
Keeping in view the findings, this study tries to put forward certain
suggestions and calls for attention of businesses to generate value through
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adoption of sustainable practices. Hence, this study realises the potential

of sustainability in giving the businesses in India an economic boost and
calls for capitalising on this socio-economic opportunity by all business
organisations.
Keywords: Business Sustainability, Consumer Demand, Sustainable Growth,
Value Generation, Triple Bottom Line.

Ethics and Innovation: Is Ethical Fashion and Sustainability

the Newtrend?
Mansi Narang* & Suhani Jain**
Student, BMS 3rd Year, Shiv Nadar University
Student, BMS 3rd Year, Shiv Nadar University

The ascent of fast moving fashion and media inclusion of insensitive corporate
practices have spun a discussion around the present fast fashion industry
and the maintainability of its plan of action. The expressions “ethical fashion”
and “eco-design” portray an industry that rose from the definition of zero
visibility and social concern to one launching new campaigns to promote
holistic development. Expanding purchaser concerns have driven numerous
world wide enterprises to reveal the area of their manufacturing plants
and distribute yearly maintainability reports. Moreover, there has been a
paradigm shift in the way consumers perceive various brands–from aloyalty
driven approach to understanding the real standing of the brand towards
the society, workers and environment. This change in consumer mindset
has motivated brands to launch new initiatives and ventures to promote
animal protection and environmental growth. Global brands like H&M
with their campaign ‘Conscious’ where every clothing item is biodegradable
to Levi’s which adopted a manufacturing process to reduce water wastage
by 96% are setting examples and are positioning themselves in the consumers
mind. Innovations like the aforesaid are drivers for change. This research
aims to study the adaptability of such brands in terms of processes and
their ability to sustain by following the philosophy of ethical fashion. The
study also aims to analyse the consumers brand positioning in terms of
ethical fashion. Primary customer surveys were done to gauge the consumers
approach towards the brands who follow ethical fashion and certain situation
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based questions were noted to see consumer reaction to brands which

mistreat environment and consumers. A secondary study of their profits
after adopting environment friendly practices were compared. The concept
of “eco-fashion” has also created opportunities for programs like ‘Makein
India’ and the formation of new clothing lines by Indian entrepreneurs.
The study also shed light on different level of consumer groups according
to their willingness to pay more foreco-friendly products and how alot of
consumers have shown aperception shift as they are willing to invest extra
amount to buy an eco-product. A closer look at the large scale Indian
brands like Fab India, Anouki was also studied. Recent trend shows the
movement of consumers from fast to slow fashion. This paper bridges the
gap by considering consumer behaviour and how process in novation can
help in brand positioning of a few fast moving brands and indigenous
brands in the Indian economy.
Keywords: Brandpositioning, Ethical Fashion, Entrepreneurship, Process
Innovation, Sustainability.

A Study of Consumer Awareness for Green Marketing

Akash Kumar* & Chanchal Kumar**
*Student of BBA, IMS Ghaziabad University Courses Campus
Dasna, Ghaziabad 201009, Uttar Pradesh, India
Email: akash.kumar.skims@imsuc.ac.in
**Student of BBA At Ims Ghaziabad University Courses Campus
Dasna, Ghaziabad 201009, Uttar Pradesh, India
Email: chanchal.kumar@imsuc.ac.in

In current business scenario environmental issues plays an important role

in business. In most of the countries government is concerned about the
environmental problems. In today’s business environmentally sustainable
development has become a key issue. Thus Green marketing is one of the
strategies a firm can adopt to achieve this.
Green Marketing refers to the process of selling products and /or services
based on their environmental benefits. Such a product or service should
be eco-friendly in itself or produced in an eco-friendly way. In today’s
environmentally conscious world the word “Green” has become a buzz

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word. Green causes are increasingly popular with public making green
marketing good for public relations and sales.
Green Marketing has been defined by AMA as “The study of the positive
and negative aspects of marketing activities on pollution, energy depletion
and non-energy resource depletion”.
However one of the basic assumptions of green marketing is that potential
consumers would be willing to pay more for a “green” product. The present
paper makes an attempt to analyse the awareness and willingness of the
consumer to buy green products. Global warming, carbon credits, ozone
depletion, environmental hazards, environment impact assessment have
all become common terminology in the 21 st century and it is an indication
of environmentally conscious society. Society becomes more concerned about
natural environment when ill effects of environmental degradation are
experienced by the society. One of the reasons for this degradation is
problems that arise out of mass production, mass consumption and mass
marketing of environmentally irresponsible products. As a result business
houses have begun to modify their behavior in an attempt to address
these kinds of ‘new’ concerns of the society Conventional marketing involves
selling products and services that satisfy consumer needs at affordable
prices but green marketing has the additional challenge of defining ‘what
is green’ and developing and selling products that the consumer will like.

Sustainability Communication through Social Media: A Study

of Selected Indian Companies
Akshita Dubey*, Ekagra* & Swati Chaudhary*
*Students of B.Com. Hons, PGDAV College, University of Delhi, Delhi
Email: sc021479587@gmail.com

The concept of sustainable development has become a widely used catchphrase

in contemporary organizations. Sustainable development refers to satisfying
needs of people, without compromising the ability of future generations to
satisfy their own needs. This concept is nowadays central to the programs of
many government and non-government organizations, as well as in many
businesses around the world. Businesses today are designing their policies
and practices in such a way so as to imbibe sustainability in the organization
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culture. Awareness among stakeholders on environmental and social issues is

increasing and now they demand information from the companies about
their sustainability practices. Use of an appropriate marketing tool to
communicate sustainability information to wide range of concerned stakeholders
is very important. The traditional mode of corporate communication is its
annual report or website. In these days, social media has become a major
medium of communication because of its speed, effectiveness and wider reach.
As compared to traditional print media, social media facilitates two way
communication. Today, corporations across the world enact CSR campaigns
and use social media as one tool to tell their story of social responsibility.
Online social networks such as Facebook, Instagram and Twitter have become
essential channels in business communication strategies. This paper aims to
explore use of social media by companies in India for communicating their
Corporate Social Responsibility (CSR) practices. For this purpose, online networks
such as Facebook, Instagram and Twitter of top 20 companies listed on Bombay
Stock Exchange (BSE) and National Stock Exchange (NSE) have been explored.
It was found that out of these 20 companies, 10 companies use social media
for CSR communication. Websites of companies and Twitter were found to
be the most used social media for this purpose. The paper aims to contribute
to the literature in the field of marketing and sustainable development for
understanding and effective implementation of this concept in real environment.
Keywords: Sustainability; Human wellbeing; Environmental wellbeing;
Economic wellbeing; Green marketing; Sapling

Green Bond
Madhu
Student, MDU, Rohtak.
Email id: madhuhans90@gmail.com

It is a study about the meaning of Green Bond and its need and importance
in India. Developing country like India is at critical and initial stage that
work on renewable energy sources but finance is the main barrier in growth
of clean energy market. A green bond is just like any other regular bond
but the only difference is the money raised by the issuer are assigned
towards financing ‘green’ projects only, that are environment-friendly like
renewable and sustainable energy such as wind and solar, clean
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transportation, sustainable water management, climate change adaptation,

energy efficiency, sustainable waste management and land use and
biodiversity conservation related issues. Through this paper role of green
bonds in sustainable development goals of the country is also discussed.
Size of Indian corporate bond market in GDP is low in comparison to
developed countries economics. Green bond is subset of corporate bond
market. Firstly, green bonds were issued by World Bank in the world in
2008, in response to demand from Scandinavian pension fund. Green bond
provides financial and social benefits simultaneously to investors. Green
bonds are fixed income instrument.
Keywords: Green bond, Sustainable development, World Bank, Biodiversity,
Conservation.

Financing for the Upcoming Disaster: Green Finance in India

Mohit
Student, Department of Commerce, Delhi School of Economics, University of Delhi
Email: 27mohitverma@gmail.com

Green finance is the area of finance that establishes a link between the
financial sector of an economy with the environmental risk to transform its
economic growth into resource-efficient and low carbon emission sustainable
growth. A slow tsunami in the form of climate change is heading towards
the world and India is no exception. India’s financial capital Mumbai is at
risk of being underwater by 2050. Increasing population and consumption
in India leads to an adverse impact over the environment, which requires
shifting from carbon emission growth to resource-efficient technology and
sustainable development. The financial sector needs to play a central role in
green transformation. The objective of this paper is to study the status quo
and development of green finance in emerging India. This study also discusses
future opportunities and challenges. It reviews the various barriers in the
current market mechanism and policies for green finance in environmental
protection and provides propose solutions for better achievement of ecological
balance between natural capital and human well being.
Keywords: Ecological balance, Environmental risk, Green finance, Policies,
Sustainable development.

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Green Banking
Sakshi Saxena
M.Com (Pursuing), M.M.H. College
Chaudhary Charan Singh University, Meerut
Email ID: skshsxn19@gmail.com

According to Carbon Majors Report 2017 “100 companies are responsible

for 71% of global emission”. Sustainable development is the need of the
hour. Primary objective of any business is profit motive. Stakeholders of
business are taking various measures to encourage business to use eco-
friendly modes of production and reduce the pollution caused by them.
Stakeholders like financial institutions are promoting business to go
environment friendly by their new initiative of “Green Banking”. Green
Banking means reducing carbon emission in banking as well as promoting
eco-friendly practices. In green banking they are providing various attractive
facilities to businesses that are opting for eco-friendly ways of doing business.
Banks have moved to the concept of green banking as the pollution reduces
the life of asset and in the long run it also reduces the rate of return.
Adoption of green banking will help in greater operational efficiency and
reducing the cost involved in banking activities. Banks may not pollute
the environment directly but they do harm environment by lending funds
to businesses who pollute environment. Banks are able to influence businesses
in going green because of various reasons. Business needs investment or
funds for commercial projects. This is where banks influences the decision
of business to use environment friendly technology in the project to avail
the benefits from bank. Even banks should try to reduce the pollution
caused by them through high reliability on paper which leads to paper
wastage, high energy consumption (electricity), etc. Banks should also reduce
their carbon footprints. Green banking is beneficial both for banks and
businesses as they can manage credit risk, legal risk and reputation risk
efficiently. Government should also take initiatives to promote green banking
by creating awareness to ensure sustainable development of the country.
The paper aims to study consequences and concerns related to green banking.
Keywords: Green Banking, Sustainable Development, Carbon Emission.

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Flexible Work Arrangements: An Eco Friendly HR Practice for

Sustainable Development
Akash Kaushik
Student, Department of Commerce, Delhi School of Economics, University of Delhi
E-mail: akashkaushik213@gmail.com

The purpose of this study is to depict the clear views and ideas over the
importance of FWAs for sustainable development of business and managing
organizations in future. Firstly we need to implement better practices to
survive and thrive and on the other hand, we need to take care of our
environment as well. This study is mainly focused on the unprecedented
benefits of FWAs for organisation and environment . Moreover this study
has depicted the benefits and importance of FWAs for the sustanability as
well.Flexible work arrangements are the demand of the current workforce
and specially the Millennials generation so it is important for an organisation
and manager as well to give more emphasis in this segment. Benefits in
quantitative terms are also highlighted in this study. FWAs are attractive
from both employer and employee perspectives. It is a bonanza for balancing
the combination of 3Ps profit, planet and people.
Keywords: Flexible Work Arrangements, Environmental Aspect Work Life
Balance.

Impact of Technological Advancement on Sustainable

Development: India Review
Ms. Bandna
Second year, B.com(H), P.G.D.A.V. College, University of Delhi, Nehrunagar, Delhi-110065
Email Id:bandna1112000@gmail.com

Sustainable development is development that meets the needs of the present

without compromising the ability of future generations to meet their needs
as well. However, the needs of the present are vast and often conflicting.
Today, technology plays a big role in sustainable development in all of its
aspects: social, environmental, and economic. Technological advancement

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also helps us in using available natural and man made resources in such
a drastic manner so that sustainable development can be done easily and
help us in increasing and using resources more effectively so that we can
use resources without harming its core availability. This paper explores
viewpoints on the state of science, technology and its impact on sustainable
development (SD). The objective of this paper is to provide an overview
of technology advancement and its impact on SD and why it is important,
and to provoke forward thinking on the development of a more coherent
approach to solving India’s problems related to sustainability and how
science and technology can contribute to solutions. A framework for
understanding and acting upon these solutions is presented, taking into
account a variety of national, institutional and intellectual perspectives.
Keywords: Sustainable Development, Technological Advancement, National
Institutions, Intellectual Perspective.

Organic Farming: An Appraisal

Ms Kudrat Mann* & Mr. Kushagra Prasad**
Student, Dr B.R. Ambedkar National Law University, Sonepat
Assistant Professor, Dr B.R. Ambedkar National Law University, Sonepat
Email: kushagra.dahiyaprasad@gmail.com

Organic Farming, as an adaptation strategy to climate change and variability,

is a concrete and sustainable option and has additional potential as a
mitigation strategy. Organic farming as a systematic approach for sustained
growth in the future. The scope of Organic Farming is by large enormous
but tapping the resources fully has stayed a challenge for us. The research
paper is an elaborative attempt to look at the various facets of Organic
Farming and Agriculture. The researchers are delving into the question on
the need for Organic Agriculture which further mentions the dichotomy
between the Conventional Model of Agriculture and Organic Farming.
The paper then goes on to look at various statistics and figures relevant
to the state of Organic Farming in the country. Finally, the entire discussion
will move towards the various challenges and issues faced in India in the
field of Organic Agriculture.
Keywords: Organic Farming, Sustainable, Challenges, Issues.
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Gender Equality: An Obligation

Mugdha
Bcom (Hons.) Sem-IV, P.G.D.A.V. College, University of Delhi
Email.id-mugdha.arora2000@gmail.com

Promoting Gender Equality and empowering women is crucial to accelerating

sustainable development. Gender equality has become a core global
commitment. Women need to have an equal participation in defining what
is valued and how this can be achieved. Hence, promoting equality in
male chauvinism is next to impossible. It requires efforts, mindset,
involvement and understanding of major part of society that is the “males”.
The lack of critical interrogation of men’s privilege allows them to reinforce
their dominance. There is need for boys to pay attention on the gender
equality system from the very beginning that girls are equally strong,
competent, and entitled. No amount of welfare will lead to success unless
men’s attitude towards importance of equality transforms. This is high
time to take initiative for the same.
Keywords: Gender Equality, Economic Development, Women Empowerment.

Green Bonds: The Global Synopsis & Market Evaluation

Syeda Uzma Quadri* & Mr. Kushagra Prasad**
*Student, Dept. of Commerce & Management Andhra University, Visakhapatnam
E-mail: syedauzmaquadri7@gmail.com
**Student, Dept. of Commerce & Management Andhra University, Visakhapatnam
E-mail: ksrisravya28599@gmail.com

Continuous increase in the environmental temperature since 1880 about

0.8° Celsius has amounted to global warming. Constant change in atmosphere
causes raise in acidity of ocean water and increasing carbon levels has
initiated the issue of green bonds. Green bonds are the fixed income financial
instruments issued to improve the climatic conditions. Increase in awareness
about sustainable development has raised the demand for green bonds.
The amount raised by the issue of Green bonds are used for projects

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aimedat energy renewal, agriculture development, fishery and poultry,

pollution prevention, rain water harvesting, clean transportation, afforestation,
biodiversity conservation, minimum usage offossil fuels, reduction of global
warming. Experiments suggest that some consumers integrate environmental
benefits or positive society impact in to their behaviour, who seek for
green bonds which not only gives fixed income but also does good for the
environment. Green bonds are the new trend which needs to beadopted
and encouraged by the economies. In green bonds invest or receives a
fixed income in the form of interest and when the bond matures, the
principal is repaid. They are the subsets of corporate bonds. In this paper
we talk about the history of green bonds, green bonds supported by World
Bank, Indian green bonds and its effecton Indian investors. This paper
includes a case study of green bonds issued by SBI in 2019. This paper
aims to summarize the potential of green investment and its roles in
sustainable development. Various projects started with the help of green
bonds are given in brief. In this report various charts are prepared in
support to the green bonds issue in world as well as in India. Issuance
volume of 2019-2018-2017 has been given in this paper. Use of proceeds
raised with the help on green bonds in various field in 2019-2018-2017 has
been discussed.
Keywords: Green Bonds, Renewable energy, Sustainable development, World
Bank, Social responsibility investment, Indian investors.

Relationship Between Leadership and Employees’

Sustainable Behaviours: A Review
Ananya Rajvanshi* & Ankita Nair**
*Amity Institute of Psychology and Allied Sciences, Amity University Noida
Email: rajvanshi.ananya@gmail.com
**Amity Institute of Psychology and Allied Sciences, Amity University Noida
Email: ankitanair1999gmail.com

Environmental deterioration due to mass production and indiscriminate

use of the planet’s resources are increasingly garnering worldwide attention.
In light of this global calamity, the accountability of organizations, production
units and MNCs should be focused upon. An organization becomes functional

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ideologically and practically due to its employees, which are given a broad
direction or perspective by their ‘leader’. A leader in truth is chosen from
the sea of employees, but one who shows commendable qualities of
persuasion and a vision to direct others towards a common goal. A plethora
of research is available which links the quality of leaders, employee
behaviours and organizational growth. But a dearth of information linking
employee green behaviours and attitudes with specific support from
leadership within an organizational setting motivated the present study.
The aim of the present research was to understand the relationships between
the attitudes of a leader towards sustainable production and employee
organizational citizenship behaviour towards the environment. The objectives
were to determine, through the application of normative conduct theory
and social exchange theory, how motivation and embodiment of a green
ideology at the workplace can drive working professional towards further
proliferation of such activities. This can be through generation of new
ideas and technologies or creating a work environment that supports
environment sustainability.
Data from several journals and research papers, both qualitative and
quantitative studies, with the key words “Relationship between Leadership
and the sustainable behaviour of employees in organisations” followed by
“Leadership and sustainable behaviour”, “Employee behaviour in
organisation” and “Leadership” were compiled. Out of the many searches
obtained, relevant papers were shortlisted. The information that has been
used in this paper was collected from the databases found on SCOPUS,
Wiley online Library, Science Direct, Shodhganga and Research Gate. The
various research papers, articles and journals were published between the
year 2002 and 2019. Analysis of the literature revealed a positive critical
link between leader support (irrespective of leadership style followed) and
employee self-determining behaviour. Results indicated the role of several
mediating factors like employee intrinsic and extrinsic motivation, teams’
sustainable practices and incentives received. It was also concluded that
responsible leadership should be accepted and recruited by organizations
as a way forward. Implications for present and upcoming managers,
suggestions for further research in this field and limitations of the present
study are discussed.
Keywords: Responsible Leadership, Sustainability, Employee Green
Behaviour, Multistake Holder Perspective, Employee Citizenship Behaviour
Towards Environment.
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The Effect on Customer Satisfaction and Safety of

Green Marketing
Neelam Kapoor
Student, Shri Jagadeesh Prasad jhabermal tiberewala University Jhunjhunu Rajasthan

Green Revolution, Green Going, Protection of the environment, Sustainable

Life Style, Sustainable Development, Protection of our Earth and many
more have become a natural phenomenon in our daily lives.
Green marketing is a instrument used to follow this trend by many businesses
in different sectors. Over the years, there has been a lot of literature review
on green marketing, this article uses extensive literature review to analyze
the effect of green marketing strategies on customer satisfaction and
environmental safety. This document can therefore be used by scientists
who need to determine the important.
Keywords: Green Marketing, Consumer Satisfaction, Environmental Safety.

Digital Marketing and Sustainability

Seema Garg* & Akanksha Gaur**
*Amity University, Noida, Uttar Pradesh
E-mail: seemagarg1@gmail.com
**Amity University, Noida, Uttar Pradesh
E-mail: gaurakanksha33@yahoo.in

“Marketers need to build digital relationships and reputation before closing

a sale.”
Digital marketing refers to all the marketing strategies that a business
executes using online channels. Digital marketing provide a small business
a big platform to venture itself in market. There is several type of digital
marketing in 21st century. The most famous and used marketing are SEO,
social media marketing and affiliated market. Digital marketers are in charge
of driving brand awareness and lead generation through all the digital
channels — both free and paid — that are at a company’s disposal. These

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channels include social media, the company’s own website, search engine
rankings, email, display advertising, and the company’s blog.
Sustainable marketing is the promotion of environmental and socially
responsible products, practices, and brand values. Five things you can do
to work toward sustainability in digital marketing- Get to know the
company’s sustainability advocates. Find out if distributors offer take-back
programs. Is a market sustainability initiative to customers? Nudge your
company to develop sustainability-oriented revenue streams. Change in
KPIs and incentive structures.
Digital marketing and Sustainability together have given a new form of
marketing to the world which was earlier described to be established in
2023 in World but due to Covid-19 it has established in 2020.The study
combines the emerging of digital marketing and the impact of it in Covid-
19. It will highlight how digital marketing is connecting with sustainability
and new market is emerging i.e. Sustainability market. Study will have a
history of how the traditional marketing is been taken over by Digital
marketing slowly and gradually.
Keywords: Digital Marketing, Sustainability, SEO, Social Media.

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