ADHYAYAN: A JOURNAL OF MANAGEMENT SCIENCES

Examining the Influence of Eco-Friendly Packaging on Consumer Perceptions

Ranjith Somasundaran Chakkambath, Shamsi Sukumaran, Sonali Sushil — Tue, 30 Dec 2025 00:00:00 +0000

The rising environmental challenges have spurred interest in eco-friendly product packaging, with many brands now prioritizing sustainable options. This study explores how eco-friendly packaging shapes consumer perceptions, focusing on the drivers of purchasing decisions and the role of marketing strategies. A demographic analysis highlights a strong interest from younger consumers, with a slight male majority and varied employment statuses. Using a cross-sectional research design and convenience sampling, data was collected from respondents in Kerala, a densely populated state in South India. Statistical methods, including Proportionate Analysis and Exploratory Factor Analysis (EFA) via SPSS, identified two key factors: perception and influence of eco-friendly packaging, and trust and practicality of eco-friendly packaging. This research aims to advance the understanding of consumer interest in eco-friendly packaging in the region.

Adoption of India’s E-Rupee: What Really Matters

Anumol M. V, Guru K arthika K — Tue, 30 Dec 2025 00:00:00 +0000

The rapid evolution of financial technologies and digital payment systems has accelerated the introduction of Central Bank
Digital Currencies (CBDCs) worldwide. India’s E-Rupee initiative seeks to enhance financial inclusion, reduce dependency
on cash, and promote digital efficiency. This study examines the factors influencing the adoption of the E-Rupee, focusing
on perceived usefulness, perceived ease of use, value barriers, risk barriers, security risk, financial capability, and subjective
norms. Using data from 164 respondents across India, the study employed statistical analysis to explore the relationships
between user attitudes, resistance, and adoption intention. Results reveal that perceived usefulness, ease of use, and
subjective norms significantly influence adoption intention, while resistance—shaped by risk and security concerns—acts
as a barrier. Financial capability moderates both attitude to adoption as well as resistance to adoption. The findings offer
practical insights for policymakers and financial institutions to enhance awareness, security, and accessibility in promoting
E-Rupee adoption.

Impact of HRIS with Reference to the Efficiency of HR Processes and Decision Making on Private Sector Banks in Uttar Pradesh

Benazeer Fatima, Vinitendra Pratap Singh — Tue, 30 Dec 2025 10:46:21 +0000

The linkage between information technology and human resource management is facilitated by a system referred to as the
Human Resource Information System (HRIS). It is commonly referred to as a collection of software programs that cater to
the needs of human resources in terms of workforce planning, employee data management, and compliance with employer
regulations. It enables the integration of ICT, human resource management, and the fundamental responsibilities and
practices of human resource. Currently, HRIS is a crucial and indispensable instrument for the whole banking industry. HR
managers can utilize HRIS to measure their company’s performance by monitoring attrition costs, measuring the return
on training expenses, and analysing other indicators. This data can be utilized to persuade upper management of HR’s
credibility as a strategic partner and its importance in achieving organizational objectives. Experts believe that a major
concern related to the potential implementation of an embedded HRIS is the decrease in human engagement with workers.
Depersonalization is commonly regarded as a consequence of automation and the use of self-service portals by personnel.
Moreover, specialists predict that the growing utilization of information technology will improve the administration and
implementation of human resources (HR) and is expected to bring about a change in how individuals within firms see the
essence and objective of HR in the near future

Predicting Adoption of Online Food Delivery Applications

Mayank Jaipuria, Sushil Pandey — Tue, 30 Dec 2025 00:00:00 +0000

This study investigates the key determinants influencing consumer adoption of Online Food Delivery Applications (OFDAs)
in the context of a rapidly digitizing Indian society. Drawing on the Technology Acceptance Model (TAM), the research
examines the roles of perceived usefulness (PU), perceived ease of use (PEU), and social norms (SN) as predictors of user
intention. Data analysis reveals that both PEU and PU significantly and positively impact consumers’ intention to use OFDAs,
reaffirming the robustness of TAM in the Indian digital ecosystem. In contrast, social norms exhibit no significant influence,
suggesting a paradigm shift wherein individuals prioritize personal utility and convenience over societal expectations
when making digital service choices.
These findings highlight evolving consumer attitudes, emphasizing the growing importance of individual needs in
decision-making processes within digitally native environments. The study offers practical implications for marketers
and developers of digital platforms, suggesting a need to focus on enhancing the usability and perceived benefits of
their services to increase adoption rates. Theoretical contributions include the refinement of TAM in the context of India’s
online food delivery sector.

Perceived Price of Healthcare Services and Consumer Satisfaction: A Qualitative Inquiry with Reference to Health Tourism

Pratibha Pandey, Vimal Chandra Verma — Tue, 30 Dec 2025 00:00:00 +0000

Using a qualitative research design, this study investigates the connection between consumer satisfaction and perceived
healthcare service costs. Few studies have explored the subjective meanings and daily experiences of healthcare consumers,
despite the fact that quantitative studies have extensively explained the relationship between patient satisfaction and
healthcare pricing. This study examines the effects of fairness, transparency, value for money, and perceived affordability
in healthcare pricing on overall consumer satisfaction through semi-structured interviews with patients and healthcare
service users. The data was analyzed using thematic analysis, and themes such as price fairness, affordability concerns,
bill transparency, unforeseen expenses, and price-value alignment surfaced. The findings show that perceived price plays
a significant role in determining satisfaction, especially in markets like India .The research increase value to the field of
helath tourism, healthcare marketing and consumer behavior in addition to providing advice for providers in enhancing
transparency and consumer confidence.

Consumer Awareness Towards Sustainable or Green Products: A Study of Bihar

Shreya Sinha, Ashok Sen Gupta — Tue, 30 Dec 2025 00:00:00 +0000

This study investigates consumer awareness and behavioral patterns toward sustainable or green products in Bihar, India.
As global concern over environmental degradation intensifies, understanding how consumers in emerging regions perceive
and adopt eco-friendly products has become crucial. The research adopts a descriptive design and employs primary
data collected from 200 respondents across urban and rural districts, including Patna, Gaya, Bhagalpur, Muzaffarpur, and
Purnia. The analysis reveals that 72.5% of respondents are aware of green products; however, only 47.5% have made actual
purchases, indicating a significant gap between awareness and adoption. Urban consumers demonstrate higher levels of
awareness, willingness to pay, and trust compared to rural consumers. Key barriers identified include high product prices,
limited availability, and low trust in eco-labels. The study further segments consumers into four categories—Informed
Adopters, Transformables, Aware but Constrained, and Disconnected—based on their awareness and adoption capacity.
Findings suggest that while awareness is growing, structural and economic constraints continue to hinder sustainable
consumption in Bihar. The study emphasizes the need for targeted awareness campaigns, improved accessibility, and
government–industry collaboration to enhance green product adoption. These insights contribute to understanding
consumer behavior in developing regions and provide a roadmap for fostering sustainable markets in Bihar.

Behavioural Drivers and Investor Typologies in Investment Selection: Evidence from Retail Investors in Central India

Ratish C Gupta, Manish Mittal, Renu Gupta — Tue, 30 Dec 2025 11:19:26 +0000

The study explores the behavioural drivers that influence investment selection among retail investors in Central India,
focusing on the interplay between psychological and financial factors. Based on responses from 508 participants, K-Means
cluster analysis identified three distinct investor typologies—Aspirational Growth Seekers, Conservative High Earners, and
Independent Risk Takers. Cross-tabulation and Chi-square tests confirmed significant associations between investor types,
risk-taking behaviour, and investment objectives, with Cramer’s V values indicating moderate to strong relationships. The
findings reveal that investor behaviour often diverges from financial reality; individuals with lower income levels may pursue
aggressive growth, while wealthier investors tend to prioritise capital safety. The study highlights the diverse nature of retail
investor behaviour and reinforces the value of behavioural segmentation in understanding financial decision-making. The
insights can help financial advisors and policymakers design more tailored investment strategies and promote informed,
goal-aligned investment behaviour.

An Analytical Study of Contemporary Cost and Management Accounting Practices in the Indian Hotel Industry: Evaluating Their Impact on Operational Efficiency and Customer Service

Rashmi Tripathi, Manoj Kumar — Tue, 30 Dec 2025 00:00:00 +0000

As the hospitality sector increasingly adopts advanced accounting methods, understanding these practices’ effectiveness
is crucial for both practitioners and academics. This study conducts a comprehensive analysis of contemporary cost and
management accounting practices within the Indian hotel industry, focusing on their impact on operational efficiency
and customer service. This paper reviews existing literature on the evolution and current state of cost and management
accounting in hotels, identifies key performance indicators (Key Performance Indicators) for operational efficiency, and
assesses the influence of these accounting practices on customer satisfaction. Utilizing a mixed-method approach, the
research combines quantitative data from performance metrics with qualitative insights from case studies and customer
feedback. Findings indicate that modern accounting practices, particularly those integrating technology, significantly
enhance operational efficiency by streamlining processes and reducing waste. Moreover, improved accounting transparency
and accuracy have a positive correlation with customer service quality, leading to higher customer satisfaction and
loyalty. This study provides valuable insights for hotel managers, policymakers, and researchers by highlighting the
importance of adopting advanced accounting practices to achieve both operational and service excellence. It also proposes
recommendations for further research to explore the long-term benefits and potential challenges of these practices in
the hospitality industry.

Perceived Benefits and Challenges of AI Integration in HRIS and Their Impact on Employees’ Willingness To Adopt

Ravi Kumar Sharma, Smita Verma, Nupur Srivastava — Tue, 30 Dec 2025 00:00:00 +0000

The integration of Artificial Intelligence (AI) into Human Resource Information Systems (HRIS) is transforming the way
organizations manage recruitment, performance, employee engagement, and decision-making. While AI promises
efficiency, accuracy, and personalization, employee perceptions play a pivotal role in determining the success of its
adoption. This study explores the perceived benefits and challenges of AI-enabled HRIS and examines their impact on
employees’ willingness to adopt such systems.
A survey of 60 employees across various departments was conducted, and correlation analysis was employed to
test hypothesized relationships. The findings indicate that employee concerns—including privacy, transparency, job
displacement, and adaptation issues—are strongly interrelated but do not significantly reduce willingness to adopt AI
in HRIS. Instead, employees demonstrated cautious optimism, acknowledging both risks and the potential benefits of AI
integration. Perceived benefits such as improved efficiency, error reduction, enhanced satisfaction, and career development
opportunities were strongly associated with willingness to adopt. The study concludes that while employee concerns
are valid, they do not act as significant barriers to adoption when balanced with organizational support, transparent
communication, and training initiatives. These results underscore the importance of trust-building and capability
development in successful digital HR transformation.

Evaluating the Commitment and Impact of Corporate Social Responsibility (CSR) in the Cement Industry: A Comprehensive Literature Review

Garima Kakkar, Veena Singh — Tue, 30 Dec 2025 00:00:00 +0000

This study presents a critical analysis of existing literature on corporate social responsibility (CSR) practices in the cement
industry across India and comparative international contexts. Drawing on 17 academic studies published between 2012 and
2023, the research identifies key CSR focus areas such as education, health, rural development, environmental sustainability,
and financial performance, while highlighting significant implementation gaps. It concludes with implications for policy
and future research directions, particularly the need for localized strategies, innovation, and public-private partnerships
to optimize CSR outcomes.

Green Corporate Identity: Employee Awareness in a Manufacturing Company

Remya Pankaj, Reshmi R. Prasad — Tue, 30 Dec 2025 00:00:00 +0000

With the introduction of the United Nations Sustainable Development Goals, Greening has become the ethos of the business
world, particularly in manufacturing companies. However, a very few manufacturing companies meticulously exhibit their
environmental commitments. Accordingly, Green Corporate Identity (GCI) is the strategically designed unique identity
of a company that communicates its environmental commitments to its stakeholders. The paper intends to understand
the employee awareness of GCI in manufacturing companies. The study is exploratory in nature, employing quantitative
analysis with primary data gathered using survey questionnaire from employees of a leading manufacturing company with
a Green policy. One sample t test was performed to understand the employee awareness of GCI, and Multi-Dimensional
Scaling Techniques (ALSCAL) was used to understand the level of awareness of each component of GCI among employees
across the selected departments. The study reveals that employees are aware of their company’s GCI but do not have a
comprehensive understanding of all aspects of GCI. As the previous research studies on the field of GCI in India are scarce,
the paper presents the emerging concept of Green Corporate Identity in the Indian context to address the relevance of
creating a Green identity to achieve environmental objectives of companies with the support of all its stakeholders.