Journal of Asia Entrepreneurship and Sustainability
The Journal of Asia Entrepreneurship and Sustainability (JAES) is an international, peer-reviewed, open-access academic journal focused on advancing research at the intersection of entrepreneurship and sustainable development across Asia. The journal provides a scholarly platform for exploring how innovation, enterprise, and policy contribute to inclusive economic growth and environmental sustainability in diverse regional contexts. Publisher: Asia Academic Press Language of edition: English. Founded: 2005 ISSN: e-1176- 8592, p-1177-4541 Publication Frequency: • Quarterly (2005–2025) • Monthly (from 2026 onward) DOI Prefix: 10.66635 (All articles published up to Vol. 22 No. 3 (2026) retain the original DOI prefix 10.5355, 10.69980 which remains valid and fully resolvable)
An Integrated Consumer Decision-Making Framework for Fortified Edible Oil Adoption
Micronutrient deficiencies are still one of the biggest public health problems in the developing world, especially in India, where fortified edible oils have been brought forward as a major nutritional solution. However, even though the policy environment has been very supportive and supply-side availability has shown some signs of improvement, consumer adoption of fortified edible oils remains very erratic and heavily dependent on local context. Most theoretical frameworks address this problem only through single-theory perspectives, and the complex interactions among values, health beliefs, social influences, and modern digital factors remain largely unexplored. This paper puts forward an integrated conceptual framework aimed at understanding consumer decision-making in the adoption of fortified edible oils, based on a systematic theory-building approach. Using the Value-Attitude-Behaviour (VAB) model, the Health Belief Model (HBM), and the Theory of Planned Behaviour (TPB) as the main sources, the framework is located within the Antecedents, Decisions, Outcomes, Theory, Context and Method (ADO-TCM) scheme. The framework presented in the paper sees health consciousness, cultural food beliefs, perceived benefits, and perceived barriers as the main antecedents that decide consumer attitudes toward fortified edible oils. Attitude, as well as subjective norms and perceived behavioural control, are expected to be the factors affecting purchase intention, which is the main behavioural outcome. Interestingly, the framework puts forward ambivalence and digital trust as moderator variables that determine how strong the attitude-intention linkage is, thereby not only coping with emotional dissonance but also recognising the increasing influence of online health information on consumer decision-making.
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Urban Transportation Sustainability In India: A State-And City-Level Application Of The UNESCAP Sustainable Urban Transport Index With Cross-National Benchmarking
Urban transport sustainability in India is neither comprehensively measured nor spatially disaggregated at the subnational level, limiting policymakers' ability to identify reform priorities and track progress on SDG 11.2. This study applies the UNESCAP Sustainable Urban Transport Index framework across all 28 states and 8 union territories of India and benchmarks results against South Asian, Southeast Asian, Latin American, and developed comparator cities. SUTI indicator scores are drawn from published UNESCAP Mobility Assessment Reports for three formally assessed Indian cities and proxy-estimated for all remaining states using official data. Cross-national SUTI scores are sourced from UNESCAP reports or computed by the author from peer-reviewed data. Formally assessed Indian cities score 29.4–36.8 on the 0–100 SUTI scale, showing a persistent planning-practice gap. A four-tier classification identifies only four Tier A performers against nine Tier D states. India outperforms Bangladesh and Nepal but trails Thailand, Brazil, and all high-income benchmarks. Proxy estimation introduces uncertainty, and SUTI does not capture gender-disaggregated mobility or informal transit contributions. Six prioritised interventions are proposed, including SUTI monitoring, Vision Zero road safety, electric bus scaling, TOD enforcement, low-cost BRT/shared electric mobility, and Green Transport Corridors. These improvements directly benefit vulnerable groups, including two-wheeler riders, pedestrians, women, and lower-income households. This is the first study to apply SUTI across all 36 Indian states and UTs with cross-national benchmarking.
Assessment of Csr-Led Skill Development Programmes For Post-Covid Financial Resilience in Uttarakhand Msmes: An Empirical Study (2020-2026)
This study analyzes the potential role of CSR-based skill development programs in improving financial resilience among MSMEs of Uttarakhand in the post-COVID era. This study is premised upon the growing literature suggesting that MSMEs in India are prone to shocks in terms of business continuity, finances, skill development, and asymmetry in recovery efforts post-pandemic where resilience is expected to be contingent upon managerial competency, digitalization, and ecosystems. At the same time, there has been a marked transition in the Indian CSR space in terms of moving from expenditures to developmental activities. For empirical analysis, a well-organized database of 312 MSMEs is employed using a quantitative approach in terms of submission that can be done using SPSS 28 or R/RStudio 4.2. The analysis has involved the use of a new resilience index, a newly created descriptive index, a comparison between high and low means of CSR, and a simplified regression analysis with a focus on six independent variables, including the level of corporate social responsibility, quality of skill development, digitization, financial literacy, government support, and leadership agility. Regression analysis shows a predictive power of 42.2% on financial resilience where enterprises in the high CSR group display better financial resilience compared to the low CSR group.
Awareness and Adoption of Green Accounting Practices: A Study of Firms in Pune
This study examines the awareness and adoption of green accounting practices among selected firms in Pune, with specific reference to Tata Consultancy Services, Wipro Limited, and Tech Mahindra. Green accounting has become increasingly important in emerging economies such as India, where rapid industrialization, urbanization, and business growth have intensified environmental concerns. The study adopts a descriptive and analytical research design and is based on secondary data collected from annual reports, sustainability disclosures, corporate websites, government reports, and published sources. Environmental indicators such as energy consumption, water consumption, waste generation, greenhouse gas emissions, and environmental or corporate social responsibility expenditure are used to assess the extent of green accounting adoption. The findings reveal that the selected firms have adopted green accounting-related practices through sustainability reporting, environmental disclosure, resource management, and climate-related commitments. Tata Consultancy Services showed a continuous decline in energy consumption and greenhouse gas emissions between 2015 and 2019, indicating improvement in energy efficiency and carbon reduction. Wipro Limited demonstrated improvement in water-use efficiency, although inconsistency in reporting units affected comparability across years. Tech Mahindra reflected strong sustainability orientation through science-based emission reduction targets and carbon neutrality initiatives. The study concludes that green accounting supports environmental accountability, resource efficiency, stakeholder confidence, and sustainable business growth. However, standardized reporting formats, comparable indicators, digital tools, professional training, and policy support are required to strengthen adoption, especially among SMEs and emerging enterprises.
Comparative Analysis of Burnout Levels across Industries Pre- and Post-COVID-19 Pandemic: A Literature Review
Burnout is a major occupational health issue that affects employee well-being, work performance, and organisational sustainability. It is commonly reflected through emotional exhaustion, depersonalization, and reduced personal accomplishment. Although burnout existed across industries before the COVID-19 pandemic, the pandemic intensified workplace stressors and transformed the nature of burnout. This review examines burnout levels across healthcare, education, IT/corporate, manufacturing, and services/hospitality sectors in the pre- and post-COVID-19 context. The study is based on secondary literature, including peer-reviewed journal articles, books, government reports, and institutional publications. Relevant studies were reviewed and compared sector-wise to identify changes in burnout drivers, dimensions, and outcomes. The review finds that burnout increased after the pandemic across all sectors, but the impact was not uniform. Healthcare and frontline service sectors were most severely affected due to health risks, moral distress, staffing shortages, customer aggression, and emotional demands. Education experienced burnout through digital teaching and institutional pressure, while IT/corporate employees faced remote work fatigue and blurred work-life boundaries. Manufacturing was affected by labour shortages, productivity pressure, supply-chain disruption, and job insecurity. The review concludes that post-pandemic burnout has become a systemic organisational issue requiring mental health support, workload management, role clarity, supportive leadership, and sustainable work policies.
Product Positioning Strategy and Sustainability: A Systematic Literature Review of Theoretical Foundations, Empirical Evidence, and Future Research Directions
Background: Product positioning strategy is a central element of marketing because it enables firms to create a distinctive place for their products and brands in the minds of target consumers. However, increasing environmental awareness and responsible consumption have made sustainability an important strategic dimension in positioning decisions. Objective: This study aims to systematically review and integrate literature on traditional product positioning and sustainability-based positioning. Specifically, it identifies major positioning frameworks, examines empirical evidence on positioning effectiveness, and highlights research gaps and future research directions. Method: A systematic literature review approach was adopted using PRISMA-based screening. Relevant studies were searched through major academic databases, including Web of Science, Scopus, ScienceDirect, Springer, and Google Scholar. After screening and eligibility assessment, 14 freely available full-text studies were selected for detailed synthesis. The selected studies were analyzed according to theoretical framework, research context, methodology, key findings, sustainability contribution, limitations, and future research implications. Results: The review identifies four dominant traditional positioning frameworks: differentiation-based positioning, perception-based positioning, competitive positioning, and resource-based positioning. Sustainability-based positioning emerges as a fifth framework that integrates environmental value, green brand identity, ethical responsibility, and sustainable consumption into positioning strategy. Findings show that sustainability positioning influences consumer outcomes through attitude formation, self-image congruence, functional congruence, brand trust, and dual cognitive–affective processing. Conclusion: Sustainability has evolved from a peripheral product attribute to a central strategic positioning dimension. The review contributes by integrating traditional and sustainability-based positioning literature and showing that effective sustainable positioning requires both functional credibility and emotional resonance.
Connecting ‘Bharat’ Online: An AI Framework of 4Vs — Voice, Video, Visual, Vernacular — for Customer Acquisition in Tier 2–3 E-Commerce
Customer acquisition in e-commerce in India will soon be increasingly led by consumers in tier 2 and tier 3 towns referred to as 'Bharat'. However, there exist several barriers faced by this emerging consumer base, which includes, among others, language barriers, lack of digital literacy, text-heavy platforms, products not being well-understood, concerns of online trust and risk, and shopping cart abandonment issues. This paper reviews the adoption barriers faced by Bharat e-commerce customers and proposes the use of an AI-driven 4Vs (Voice, Video, Visual, and Vernacular) framework to facilitate acquisition of this new customer segment. Voice assistants and voice search technologies enable reduced reliance on typing and navigation, video commerce enhances understanding of the product through demonstrations and live interaction, visual tools like image search and augmented reality make customers less reliant on text and helps bridge the missing touch-and-feel barrier, and vernacular tools enhance trust via a more relatable means of interaction. The paper highlights e-commerce adoption literature, online trust and risk, shopping cart abandonment, voice assistants, video commerce, visual commerce, and localized communications. This paper seeks to contribute to e-commerce literature by offering a framework which incorporates AI-powered tools to facilitate customer acquisition.
Dynamics of Marketing Strategies for Sustainable Packaged Foods in India
The study shall involve analysis of the industry dynamics based on the marketing strategy of sustainable packaged foods in India, including category diversification, channel change, and differences between regions. The analysis confirms the growth profiles, studies the structure, and analyzes the behavior of the local consumers using the secondhand data of the industry report of the Packaged Food Market in India of the Orkla India (2025) Industry Report. It shows that the high-growth areas are at a high probability of branding in terms of sustainability, which is packaged dairy and other packaged foods. It is noted that the channel analysis defines the organized and digital platforms as the driving force behind sustainable marketing because of the decreasing status of general trade and the surging popularity of modern trade and e-commerce. The regional contrast is also present: North and East India remain middle ground and have to be addressed with low-cost solutions, whereas South and West India are already developed and willing to buy the high-cost sustainable products. Considering the quantitative analysis of the market and overlaying it with the sustainability points of view, the research handles the large gaps in research and provides a strong framework in which the channel modernization, diversification, and regional differences are the contributors to the perception of the application of the marketing strategies. The results indicate the notion of authenticity, low costs, and region-oriented orientation as the determining aspects of the marketing of the packaged foods that are sustainable in India that present the policy, business leaders, and researchers with valuable experience.
Sustainable Marketing Practices and Consumer Trust in the Indian Dairy Industry
The Indian dairy sector, a cornerstone of the nation’s agrarian economy, is currently undergoing a paradigm shift. Historically valued for its role in rural income generation and nutritional security, the industry is now being redefined by the global imperative of the Triple Bottom Line (TBL)—balancing people, planet, and profit. As environmental consciousness permeates the Indian middle class, leading dairy firms are moving beyond traditional price-based competition to embrace sustainable marketing strategies. This evolution is not merely a philanthropic gesture but a strategic response to a market that increasingly demands transparency and accountability. At the heart of this transition is the integration of environmental stewardship and social responsibility into the core brand narrative. Organizations are moving toward eco-centric packaging, such as biodegradable pouches and recyclable glass bottles, to mitigate the massive plastic footprint of daily milk distribution. Furthermore, supply chain transparency has become a critical tool for building sustainable brand equity. By utilizing digital traceability and "farm-to-fork" storytelling, brands can communicate their commitment to ethical sourcing and fair remuneration for the millions of smallholder farmers who form the backbone of the industry. However, the path to full sustainability is fraught with challenges. The industry must navigate a highly fragmented supply chain and a consumer base that remains acutely price-sensitive. Despite these hurdles, early findings suggest that firms integrating sustainability into their strategic frameworks achieve superior consumer trust and long-term competitive advantage. By fostering consumer education and adopting responsible production practices, the Indian dairy industry is setting a global benchmark for how a traditional sector can pivot toward a resilient, future-ready marketing ecosystem. The study highlights how sustainable marketing practices contribute to consumer trust, brand equity, and long-term competitive advantage in the Indian dairy industry. The findings provide strategic managerial insights for firms seeking to integrate sustainability into marketing and operational decision-making.
Founder Speech Governance as an Entrepreneurial Capability for Sustainable Growth in Asian SMEs
Founder-led enterprises in Asia operate under compressed growth cycles, regulatory complexity, investor pressure and stakeholder scrutiny. In such environments, founder speech is not merely expressive but governance-defining. A founder’s statement can affect team morale, investor confidence, customer trust, supplier behaviour, regulatory interpretation and ESG credibility. Yet entrepreneurship literature has paid limited attention to the pre-speech discipline through which founders decide what to say, when to say it, how much certainty to express and how to prevent reactive communication from becoming a source of organizational instability. This conceptual paper develops Founder Speech Governance as an entrepreneurial capability that influences team alignment, stakeholder trust and sustainable scaling in Asian SMEs. Drawing selectively on the TrayiVāṇī-derived reflective pause framework, the paper operationalizes founder speech governance through truth verification, necessity filtering, timing discipline, uncertainty disclosure, stakeholder consequence mapping and follow-through accountability. The paper argues that disciplined founder communication reduces strategic drift, mitigates reputational fragility, limits regulatory and ESG exposure, and strengthens ethical growth trajectories. It further proposes that team alignment and stakeholder trust mediate the relationship between founder speech governance and sustainable scaling capability, while toxic performance-metric pressure weakens this relationship. The paper contributes to entrepreneurship and sustainability research by treating founder speech not as style, charisma or public relations, but as a venture-level governance capability. It concludes with a measurement-oriented research agenda involving scale development, multi-respondent SME surveys, PLS-SEM testing and cross-sector case validation.
Developing A Framework For Integrating Emotional Intelligence into Crisis Leadership Models
This study builds and empirically explains the development of a theory of introducing emotional intelligence (EI) into the models of crisis leadership with an emphasis on the EI competencies that enhance leadership performance in the context of organisational disruption. The quantitative design was cross-sectional based on survey data of 214 organisational leaders who represent the corporate, healthcare, and educational industries. The operationalisation of emotional intelligence involved four dimensions: competency areas of self-awareness, self-regulation, social awareness, and relationship management, which had a 5-point Likert scale measurement. Effectiveness of crisis leadership was measured in terms of clarity of decisions made, effectiveness of communication, employee morale and adaptability of the organisation. Data was analysed with SPSS by descriptive statistics, reliability test (Cronbach's alpha), Pearson correlation analysis, and multicollinearity diagnostic multiple linear regression (VIF). Descriptive findings showed that there were moderate-to-high scores of EI and crisis leadership effectiveness within the sample. Reliability test revealed high internal consistency of EI and leadership effectiveness constructs. The correlation analysis indicated that the effective crisis leadership was positively related to all of the EI dimensions, with the relationship management demonstrating the most significant correlation. Findings of the regression showed that the EI competencies, as a group, were able to predict a significant percentage of variance in the effectiveness of crisis leadership (R2 = 0.52, p = 0.001). The strongest predictor was relationship management (R2 = 0.39, p = 0.001), then social awareness (R2 = 0.24, p = 0.001), self-awareness (R2 = 0.21, p = 0.004) and self-regulation (R2 = 0.18, p = 0.012). The values of VIF were lower than conservative values, which means that there could not be any serious cases of multicollinearity. The results validate that emotionally intelligent leadership has a significant positive impact on the effectiveness of crisis leadership by increasing the degree of trust-based relationships, empathetic communication, and ability to remain stable during pressure. According to the proposed framework, the integration of EI competencies should be systematic at all the crisis stages preparedness, response, stabilisation, recovery, and reflection. In practice, the study suggests the incorporation of EI training in the leadership development and crisis preparedness programs to enhance organisational resiliency and employee relatively high morale in case of crisis
Sustaining Traditional Craft Enterprises Through System Dynamics: An Empirical Study of Poshakmaking in The Mathura–Vrindavan Region
Traditional craft-based enterprises constitute a vital component of cultural economies, yet many remain embedded within informal and structurally vulnerable systems. Poshak making the traditional craft of designing and producing deity clothing in the Mathura-Vrindavan (Braj Bhoomi) region of Uttar Pradesh, India represents a culturally significant but economically unorganized sector. Despite sustained demand driven by temple economies and devotional practices, the sector is characterized by low income levels, absence of formal skill development mechanisms, weak institutional support, and exploitative market structures.This study employs a System Dynamics approach to analyze the structural complexity and long-term behavior of the poshak-making ecosystem. Primary data were collected through unstructured interviews and semi-structured schedules involving artisans and workshop owners. Key variables were systematically categorized into four domains: skill-related, business-related, society-related, and human resource-related factors. Using causal loop analysis, the study identifies reinforcing (virtuous) and balancing (vicious) feedback loops that influence sustainability outcomes.The findings indicate that while strong cultural demand creates inherent growth potential, systemic inefficiencies particularly income instability, lack of standardization, and absence of organized market structures contribute to skill attrition and declining productivity. The study further identifies critical leverage points for intervention and proposes strategic pathways based on Blue Ocean Strategy, emphasizing value innovation through heritage branding, experiential integration with religious tourism, and market diversification.By integrating System Dynamics with strategic management perspectives, this study contributes to the limited literature on traditional craft sustainability and offers actionable insights for policymakers, development agencies, and cultural entrepreneurs seeking to formalize and revitalize craft-based economies.
Factors Influencing Payment Bank Service Adoption and Consumer Behavior: A Study of Kolhan Division, Jharkhand
The digital financial services have achieved a fantastic boost in India, and payment banks are one of the factors cum facilitator of enhancing inclusion. However, the payment bank has still not penetrated every part of the India and semi-urban and rural areas like Kolhan Division of Jharkhand. The objective of this work is to study the influence of Factors noticed Usefulness, noticed Ease of Use and Trust on the Adoption consumers intention towards Payment Bank Services. This study uses a quantitative and descriptive approach using Technology Acceptance Model (TAM) The present analysis is an empirical work depends on primary data collected from 200 respondents through structured questionnaire and analysed using SPSS 17.0 & SmartPLS 4 employing PLS-SEM techniques. Results provide robust evidence of the important role played by those three variables in intention to adopt, specifically Perceived Usefulness proving to be the strongest predictor. The research conclusions also showed that ensuring usefulness security trust and ease of use are the key determinants of payment bank acceptance for financial inclusion in this context.
Digital Transformation in Export / Import Operations: Challenges Faced by MSMEs in India
Purpose: At present era all type of commercial enterprises is increasingly using cross-border e-commerce. COVID 19 brought a digital revolution and a sense of urgency for all type of businesses to adapt digital technologies. despite the immense scope and potential of Artificial Intelligence (AI), MSMEs are struggling to adapt digital platform. here, we are exploring the factors which influenced the MSMEs to connect themselves to digital trade and what challenges they are still facing in the way of digitalization. Methodology: By analyzing survey data from 100 MSMEs across manufacturing and service sectors in Uttar Pradesh, the study identifies key obstacles. Researchers used simple random sampling method. The survey instrument comprised questions related to organizational, Financial, Technical, legal and behavioral barrier in adopting E-commerce. Data were analyzed using PLS-SEM and SPSS to identify significant trends and impacts. Findings: The study finds that organizational, financial, technical, legal, and behavioral barriers significantly hinder MSMEs’ adoption of e-commerce for digital export-import activities. Among these, legal and behavioral barriers exert the strongest negative influence. Despite recognizing the benefits of e-commerce, MSMEs remain only partially digitalized due to resource and capability constraints. Addressing regulatory, technological, and skill-related challenges is essential to enhance digital EXIM adoption.
Sustainable Digital Entrepreneurship and Omnichannel Innovation in Asian Luxury Retail: Balancing Accessibility, Exclusivity, and Responsible Growth
This paper explores the role of the omnichannel innovation in facilitating sustainable digital entrepreneurship in the Asian luxury retail with a balance between digital accessibility, perceived exclusivity, ethical value, and responsible growth. The article is a response to the evolving luxury shopping landscape where young consumers are starting to embark on their buying experience via digital channels like web pages, Instagram, digital catalogues, influencer postings, and online reviews and shift towards physical shop confirmations. A quantitative descriptive research design was used to collect primary data in the form of a structured questionnaire of 100 young digital-native respondents (primarily between the age of 20 and 25). The research assesses online brand discovery, social media influence, preference of omnichannel shopping, motivation to visit the store, perceived exclusivity, perception of ethical and sustainable brands, consumer trust, and sustainable purchase intention. The results demonstrate that online platforms are the initiating phase of the luxury consumer experience, whereas physical shops continue playing a role in terms of authenticity checks, sensory perception, trust creation, and end-purchase trust. The results of the ANOVA show that there are significant variations in consumer perceptions, depending on digital accessibility, the presence of omnichannel, exclusivity and brand value. The correlation results also indicate that the digital engagement has the potential to impact the purchase intention, though to achieve sustainable growth, trust, ethical communication, experiential value, and responsible brand positioning are essential. The research adopts a sustainable entrepreneurship and retail innovation by demonstrating that omnichannel approaches can assist luxury and high-end businesses to grow in a responsible manner, without obstructing exclusivity, authenticity, and long-lasting consumer connections.
In-Branch Efforts as Marketing Catalysts: Leveraging Communications to Overcome Mobile Banking Barriers in Rural Segments of Developing Economies
Mobile Banking is an innovative way to increase financial inclusion among Rural Populations in Developing Countries that have more than 60 percent of their population living without access to formal banking systems. The problem with mobile banking is that despite its growing popularity it has low levels of adoption due to Digital Illiteracy (70-80%) of users, Fraud Perceptions, Unreliable Connectivity and Cultural Resistance to Technology Assisted Finance. The purpose of this Literature Review is to position Physical Bank Branches as important Marketing Communications Hubs for increasing the adoption of mobile banking by using Staff-Led Demonstrations, Vernacular Promotions, Literacy Camps, Agent-Assisted Onboarding for the development of mobile banking. Despite the progress there are still many challenges facing the industry, including Staff Shortages and Uneven Infrastructure, that will require Policy Subsidies and Banks to Invest in Upskilling of Staff. Hybrid Strategies not only bridge divides but create Habitual Use of Mobile Banking, and empower Women and Youth who are disproportionately impacted.
Effectiveness of Different Methodological Interventions for Private Schools of Small Towns
Teaching and its effectiveness are always crucial for nation building.There is lack of resources in small towns of India and the private schools which are serving in these small towns have very limited resources and less financial assistanceyet they strive to increase their effectiveness by introducing different methodological interventions.Here research was done to assessfour major interventions that are unique in current scenario and their effectiveness was measured from the perspective of teachers.It was found that all these interventions are effective while gamification of few chapters is considered as most effective.It increases the interest of students and releases the pressure of study and make study more encouraging and joyful. T test and analysis of variance test have confirmed the research outcome.
Workforce Sustainability And Its Impact On Entrepreneurial Ecosystem Development: Evidence From Educational Institutions In Emerging Asian Economies
This study examines the role of workforce sustainability in shaping entrepreneurial ecosystems and innovation capacity in emerging Asian economies, with a specific focus on the impact of workload and administrative pressures on human capital development within educational institutions. In knowledge-driven economies, education systems serve as foundational pillars of entrepreneurship by developing entrepreneurial competencies, fostering innovation-oriented mindsets, and strengthening the startup pipeline. Teachers, as primary agents of human capital formation, play a critical role in influencing innovation outcomes and long-term economic growth.Using a quantitative cross-sectional design, data were collected from 200 teachers across public and private institutions, and analyzed using correlation and multiple regression techniques. The findings reveal that excessive workload significantly contributes to workforce instability and burnout, which in turn constrains the development of entrepreneurial competencies and reduces the effectiveness of innovation systems. Administrative pressure shows a moderate association but does not independently predict burnout when workload is considered.The study further demonstrates that workforce sustainability is a critical determinant of entrepreneurial ecosystem effectiveness, as it directly influences the development of entrepreneurial competencies, innovation capacity, and startup readiness within emerging Asian economies. These results indicate that unsustainable workforce conditions weaken the quality of human capital, thereby limiting the efficiency of entrepreneurial ecosystems and hindering innovation-driven economic growth.This study contributes to the literature by linking workforce sustainability with entrepreneurship, innovation systems, and ecosystem development in the Asian context. It highlights how institutional inefficiencies within education systems can disrupt the startup pipeline and reduce the capacity of economies to generate innovative and entrepreneurial outcomes. The findings offer important implications for policymakers and institutional leaders seeking to strengthen entrepreneurship and sustainable economic development through improved human capital management. This research contributes to entrepreneurship literature by positioning workforce sustainability as a foundational driver of entrepreneurial ecosystem performance.
The role of psychological safety, communication climate, and employee engagement in preventing formal industrial disputes
This study examines how workplace-level organizational dynamics contribute to sustainable entrepreneurship and enterprise resilience in emerging economies, with specific focus on Indian manufacturing SMEs. Drawing on theories of psychological safety, employee engagement, and communication climate, the research explores how these internal factors influence the escalation of workplace grievances into formal industrial disputes and, in turn, affect long-term organizational sustainability. Adopting a mixed-methods approach, qualitative insights from interviews and focus groups with employees, supervisors, and union representatives informed the development of context-specific measures, which were subsequently tested through a survey of manufacturing employees. The findings reveal that psychological safety and a supportive communication climate significantly enhance employee engagement and reduce the likelihood of conflict escalation. Importantly, these workplace conditions foster trust, collaboration, and efficient conflict resolution, thereby strengthening firm-level stability, productivity, and sustainable growth. By positioning workplace climate as a strategic organizational capability, this study contributes to the literature on sustainable entrepreneurship by demonstrating how internal relational dynamics support resilience and value creation in SME contexts. The results also highlight the importance of inclusive and participatory management practices in shaping sustainable enterprise outcomes in Asia’s emerging economies. The study offers practical implications for entrepreneurs, managers, and policymakers seeking to promote sustainable, inclusive, and conflict-resilient business environments.
An AHP-Based Framework for Sustainable Market Innovation in Sports: Prioritizing Key Factors for Sports Market Sustainability
Purpose: This study aims to prioritize the key factors that enable the integration of sustainability into sports culture. By applying the Analytic Hierarchy Process (AHP), the research systematically evaluates and ranks cultural, organizational, and structural drivers that influence how sustainability can be embedded within the sporting ecosystem. The study also contributes to sustainable market innovation in the sports sector by linking sustainability integration with green branding, consumer engagement, and market-oriented value creation. Design/Methodology: The study employs the AHP methodology to assess the relative importance of sustainability integration factors. Experts provided pairwise comparisons of identified factors, and the resulting judgments were normalized to calculate their relative weights and overall ranking. Findings: The analysis reveals that Athlete Advocacy and Leadership (AAL) and Fan Engagement and Education (FEE) are the most critical drivers of sustainability integration. These findings show that athlete advocacy and fan engagement can strengthen green consumer behavior, build trust, and improve market acceptance of sustainable sports products, services, and event practices. Sustainable Product Design (SPD), Corporate Social Responsibility (CSR), and Sustainable Infrastructure and Event Management (SI) rank moderately as supportive enablers. Implications/Originality: The findings offer practical guidance for sports brands, event managers, sponsors, and policymakers seeking to promote sustainable market innovation through athlete-led campaigns, fan education, CSR initiatives, and responsible infrastructure.
Towards Sustainable Livelihoods and Decent Work in Rural India through Grassroot Governance Institutions such as Self-Help Groups
There are plenty of informal economies in the rural sectors of developing nations, as people have less access to formal employment and fewer job opportunities. Women in rural India have managed to become self-employed through ‘Self Help Groups,’ which promote savings. Though these groups have gained much academic and practical recognition as microfinance organizations, their role in generating decent jobs and improving the quality of employment through economic sustainability has not received enough attention from researchers and policymakers alike. The new paradigm of development now recognizes ESG criteria as measures of sustainable economic growth. However, this approach overlooks the significance of community-based rural businesses and concentrates exclusively on large firms. Through this investigation, light is shed on the interconnection between development approaches that emphasize ESG factors and current research on Self Help Groups (SHGs) in rural business ventures. In associating SHGs' operating mechanisms to ESG factors and rural livelihood development, this paper creates a theory based on qualitative interview analysis and institutional analysis of women SHG's in rural Odisha, India. The micro credit group forms the basis of an institution that empowers women by questioning the prevailing status quo in an effort to move forward towards a better economic future. The incorporation of self-help institutions into the ESG approach means shifting attention from corporations to social institutions, leading to inclusive rural economic reconstruction.
Environmental Social and Governance (ESG)
Study of Business Practices of MSMEs applying ‘Green AI’ to Achieve ‘Sustainability’ with Special Reference to Sangli District
This research investigates the transformative role of "Green AI" as a strategic driver for the United Nations Sustainable Development Goals (SDGs) within the Micro, Small, and Medium Enterprise (MSME) sector. While MSMEs are pivotal to industrial diversity, they often encounter resource barriers in adopting sustainable frameworks. Through an empirical analysis of 50 MSMEs, this study evaluates how the integration of energy-efficient Artificial Intelligence catalyses progress across a broad spectrum of sustainability targets. The findings reveal that Green AI adoption acts as a "sustainability multiplier," primarily through operational dematerialization and resource optimization. In the environmental domain, AI-driven digital workflows significantly reduced paper consumption (SDG 12 & 15), while the synchronization of Green AI algorithms with solar energy systems maximized renewable yields (SDG 7). Socially, the study observes that AI-powered predictive safety analytics and health monitoring enhanced workplace well-being (SDG 3), and personalized AI-driven learning platforms facilitated continuous employee upskilling (SDG 4). Furthermore, the application of smart sensors improved water-use efficiency (SDG 6), and AI-optimized logistics contributed to reduced urban congestion and emissions (SDG 11). The research concludes that transitioning toward Green AI—focusing on both "Green by AI" applications and "Green in AI" computational efficiency—enables MSMEs to bridge the innovation gap and achieve the 2030 Agenda. These results provide a robust framework for policymakers to incentivize AI-driven sustainability that balances economic growth with social and environmental responsibility.
Evaluating Quick Commerce Delivery Operations with Supply Chain Efficiency and Their Impact on Customer Experience
This study examines sustainable quick-commerce entrepreneurship in India by analysing how last-mile delivery efficiency, rider welfare, green mobility, and operational reliability influence customer satisfaction and customer loyalty. As platform-based quick-commerce ventures expand across Asian urban markets, their long-term growth depends not only on speed and convenience but also on sustainable logistics, ethical workforce practices, resilient supply chain systems, and customer trust. In India, firms such as Swiggy Instamart, Zepto, Blinkit, and Bigbasket have transformed urban retail through digital platforms, rapid fulfilment models, and dense last-mile delivery networks. However, this model faces challenges related to vehicle maintenance, delivery delays, app reliability, packaging and handling, product receipt failures, rider fatigue, and pressure for ultra-fast delivery. Based on survey responses from 200 last-mile delivery workers, this study uses reliability analysis, exploratory factor analysis, confirmatory factor analysis, and structural equation modelling to examine the effects of vehicle performance and maintenance, delivery logistics, app reliability, packaging and handling, and product receipt issues on customer satisfaction and loyalty. The findings show that vehicle performance, packaging and handling, and product receipt issues significantly affect customer outcomes, while delivery logistics and app reliability show comparatively weaker effects. The study contributes to entrepreneurship, innovation, and sustainable development literature by showing that quick-commerce ventures require green mobility, reliable delivery systems, rider-support practices, and customer-centred operations for sustainable growth in emerging Asian markets.
Mass Customization as a Sustainable Entrepreneurial Strategy: Evidence from Consumer Markets in India
Customization in manufacturing has emerged as a vital strategic approach in today’s competitive marketplace, where consumers increasingly seek products that reflect their personal preferences rather than standardized offerings. Traditional mass production systems, while efficient, often fail to address the growing demand for individuality, emotional value, and self-expression. In response, organizations are shifting toward customization and made-to-order production models to enhance customer engagement and brand differentiation. This study examines the impact of customization on customer buying experience and brand positioning, focusing on key dimensions such as customer satisfaction, emotional attachment, involvement, and perceived value. The research is based on primary data collected from 147 respondents through a structured questionnaire covering customized products such as apparel, footwear, and personalized gifts. Beyond its marketing implications, the study positions customization as an emerging entrepreneurial and innovation-driven strategy, particularly relevant for small and medium enterprises (SMEs) operating in dynamic markets like India. It also highlights the potential of customization to contribute to sustainable production practices by reducing overproduction and aligning manufacturing with actual consumer demand. The findings indicate that customization significantly enhances customer experience and strengthens brand perception while offering strategic advantages for businesses. The study contributes by linking customization with sustainable consumption, entrepreneurial opportunities, and competitive advantage in emerging market contexts.
“Impact of Eco-Badging in Digital Advertisements on Consumer Purchase Intentions Towards Ethical Cosmetics”
The increasing significance of environmental sustainability and ethical consumption has had a substantial impact on marketing strategies in the cosmetics sector. Eco badging in digital ads has emerged as a crucial mechanism in conveying environmental responsibility and product authenticity to consumers. This study seeks to investigate the effect cosmetics, examining how such labels influence consumer perception, trust and decision making behaviour. Following established review guidelines, we followed a systematic literature review approach, including recent peer-reviewed studies published between 2015 and 2025. We identified key research trends and relationships using bibliometric and thematic analysis techniques. The review covers three main research streams: the influence of eco-labels on consumer trust and credibility, the impact of digital advertising on consumer engagement, and the factor that determine purchase intention towards ethical and sustainable cosmetics products. The selected studies are from different regions of the world :Europe, Asian and North American, and employ different method such as surveys, experimental designs and structural equation modelling. The results show that eco-badging positively affects consumers purchase intention through enhancing perceived product authenticity, environmental awareness and brand trust. However, the effectiveness of eco-labels is subject to factors such as credibility, clarify of information and consumer scepticism towards greenwashing. Digital advertising platforms also allow for interactive and personalised communication that amplifies the impact and reach of eco-labels. Ethical cosmetics are attracting increasing interest, but price sensitivity, lack of awareness and limited trust in certification schemes can limit actual purchase behaviour. The study concludes that eco-badging is vital to promoting ethical cosmetics in digital advertisements. Still, its success depends on transparent communication, reliable certification and effective digital engagement strategies. These findings have significant implications for marketers and policy makers with the goal of promoting sustainable consumption in the cosmetics industry. In addition, this paper focuses on the importance of eco-labelling as a strategy to gain competitive advantage for SMEs and startups in the Asian market, where the role of digital platforms in shaping brand strategies for sustainability become vital.
Beyond the Hype: Why Blockchain Adoption Remains Limited in India
The paper analyses the determinants of blockchain adoption intentions among Indian individual investors, significantly considering the influence of perceived risk and perceived value. The study defines perceived adoption risk as a multidimensional concept which consists of financial, privacy, regulatory and psychological risk. A structured questionnaire was used to collect primary data on 282 individual investors in the Delhi NCR region. Two-step analysis was used, which involved exploratory factor analysis and structural equation modelling. The results indicate that perceived risk is multidimensional, and financial performance risk is turning out to be the most influential factor. The findings also suggest that perceived adoption risk positively and significantly affects the adoption intentions, implying that investors are speculative. In addition, perceived value is found to partially mediate the relationship between perceived adoption risk and adoption intention, highlighting the importance of benefit–cost evaluation in decision-making. The research adds to the literature by offering a behavioural approach to blockchain adoption in the context of an emerging economy. The results provide valuable information that can be applied by policymakers and practitioners to drive the adoption of blockchain by overcoming regulatory ambiguity, enhancing awareness among investors, and solidifying the perceived benefits of blockchain applications.
Startup Funding and Its Impact on Innovation Outcomes and Enterprise Growth
Startup funding plays a critical role in innovation-driven entrepreneurship, yet its influence on enterprise growth and financial performance remains debated. Although external finance is widely regarded as a catalyst for startup success, limited empirical research simultaneously examines its relationship with innovation outcomes, operational growth, and profitability. The relationships between startup funding, innovation outcomes, and enterprise growth are empirically analyzed using firm-level data drawn from a global sample of startups. A quantitative, cross-sectional research design is employed, combining descriptive statistics, correlation analysis, and multivariate regression techniques. Startup funding is operationalized through funding amount and funding rounds, innovation outcomes are proxied by valuation and market share, and enterprise growth is assessed using revenue, employment, and profitability indicators. The findings indicate a strong and statistically significant positive association between startup funding and valuation, suggesting that external finance primarily shapes perceived innovation outcomes and market expectations. In contrast, funding does not exhibit a statistically significant direct effect on revenue growth or employment expansion once innovation proxies are included in the analysis. Additional results reveal that market share represents the most important determinant of profitability, emerging as the only statistically significant predictor of financial sustainability among startups. This pattern highlights the importance of competitive positioning and market adoption over financial scale in achieving durable performance. The evidence demonstrates that while funding enhances perceptions, enterprise growth depends on market execution. Distinguishing between perceived and realized performance clarifies startup growth dynamics and implications for entrepreneurs and investors.
Green HRM as a Predictor of Environmental Outcomes: A SEM-Based Mediation Framework
Sustainable enterprise development has become a strategic priority for organizations operating in emerging economies, particularly in environmentally intensive industries. This study examines the role of Green Human Resource Management (GHRM) practices in enhancing sustainable organizational performance, with a specific focus on the mediating effect of environmental knowledge. Drawing on the Ability–Motivation–Opportunity (AMO) theoretical framework, the research conceptualizes GHRM as a driver of knowledge-based capabilities that support environmentally responsible and sustainable enterprise practices. Empirical data were collected from 384 employees working in automobile manufacturing firms in Uttarakhand, India, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that GHRM practices significantly influence environmental performance both directly and indirectly through the development of employees’ environmental knowledge. The mediation effect highlights the importance of knowledge-driven human resource strategies in fostering sustainable enterprise outcomes. The study contributes to the entrepreneurship and sustainability literature by demonstrating how internal organizational capabilities, particularly human resource practices, can strengthen sustainable enterprise performance in emerging markets. The findings offer practical insights for managers and policymakers seeking to integrate sustainability into business strategy while supporting long-term enterprise competitiveness. The study also aligns with key Sustainable Development Goals (SDGs), including SDG 8, SDG 9, SDG 12, and SDG 13, by promoting responsible organizational practices and sustainable industrial development.
Measuring Progress Beyond Growth: A Gender-Sensitive Study of Women Educators in Goa
This paper explores the shortcomings of using GDP as an exclusive measure of development by understanding women teachers' life satisfaction in a gender-sensitive manner in Goa. The research builds on the non-GDP approach to well-being as advocated by Parikh and Nazrana and examines the role of non-monetary factors, such as autonomy, recognition, institutional support and socio-cultural norms, in shaping subjective well-being. Through a qualitative case-study approach, semi-structured interviews and thematic analysis were applied to gather insights from women in aided and government colleges. The research shows that although higher education employment offers women financial security and an identity, they also face a "double burden" of institutional and domestic responsibilities, which affects their overall well-being. Most interviewees do not believe that money makes women happy, but consider supportive institutional settings, work-life balance and career advancement opportunities as important factors. The research identifies that institutional policies, promotion practices and socio-cultural expectations are crucial determinants of women's well-being and the workforce attrition in academia. By recognising women educators as a vital component of human capital in developing economies, the paper calls for incorporating gender-sensitive well-being measures into higher education policies and strategies. It concludes that a multidimensional understanding of progress is essential for fostering inclusive, sustainable institutional development beyond traditional economic measures.
Institutional Support and Work-Life Balance
A Diagnostic Analysis Of Financial Statements Using James Modified C-Score
Fraud within the pharmaceutical sector exists, although now fraud is emerging in new forms. Investors have begun asking increasingly severe and serious questions regarding fraud in addition to waiting until after an incident occurs and then conducting a forensic review of the situation. The objective of this study is to determine if there is evidence that use of two financial scoring models (Piotroski F-Score and James Modified C-Score) could be used collectively to identify whether or not a publicly traded pharmaceutical company is truthfully reporting its financial results. Both of these individual models were not created for this particular type of assessment; therefore, by combining them into a single application, we will have the ability to conduct a larger assessment over all firms examined. The C-Score analyses six binary criteria related to anomalies in accounting practices. Some of these include an increase in abnormal accruals, accounts receivable increases at a greater rate than revenue, etc. All three represent possible signs of fraudulent activity in financial reporting. On the other hand, the Piotroski F-Score examines a firm's overall financial health through nine different measurements. The nine areas measured include net income relative to total assets, total debt (leverage), gross margin, etc. Both scores provide value through their intersection. When a firm receives a low Piotroski Score, it does not automatically mean that the firm engaged in fraudulent behavior; however, when the firm's weak financial performance correlates with anomalous accounting indicators in a high C-Score, there is sufficient reason for further investigation.