Mayank Bhatia

Purpose: This study investigates the issues surrounding work-life balance (WLB) and its relationship with job satisfaction (JS) among middle-level female employees in the service sector in Ahmedabad, India. Design/Methodology/Approach: Using purposive sampling, data were collected through a structured questionnaire. The study employs hierarchical cluster analysis to classify employees into high- and low-level WLB groups. Findings: The findings of the present study align with the job demands-resources (JDR) theory. The results reveal that higher levels of WLB correlate positively with greater JS. Among factors influencing WLB, family care ranked highest, followed by personal expectations. Research Implications: This study provides actionable insights for HR practitioners to develop gender-inclusive policies that enhance retention and employee satisfaction in the service sector.

EScholarship provides open access, scholarly publishing services to the University of California and delivers a dynamic research platform to scholars worldwide.

Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the Green Marketing Concept. Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. This paper highlights the consumers’ perception and preferences towards green marketing practices and products with the help of a structured questionnaire. A study was conducted on 106 respondents. High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. Results of regression analysis reveals the view that overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products.