Udit Chawla

1. Mobile payments involve using mobile phones or other electronic devices to complete transactions for goods and services (Wu et al., 2021). Online transactions are shaping the future, with the sh...

Research background: Green financial instruments are increasingly promoted as mechanisms for mobilising private capital toward environmentally responsible production systems. However, investor-level adoption of such instruments remains insufficiently explained, particularly in emerging financial markets such as India, where sustainable finance frameworks, investor awareness, and green product credibility are still evolving. Purpose of the article: This study examines the behavioural drivers of green financial instrument adoption among individual investors in India. Drawing on an extended Value–Attitude–Behaviour Framework, it explains how value-based evaluative inputs and attitudes toward sustainable investment shape perceived impact, which then influences adoption propensity, actual adoption of green financial instruments, and responsible financial consumption aligned with SDG 12. Methods: The study uses cross-sectional survey data from 350 individual investors in major metropolitan regions of India. The model is tested using Partial Least Squares Structural Equation Modelling (PLS-SEM), with assessment of the measurement model, structural paths, explanatory power, and sequential indirect effects. Findings & value added: The results show that perceived environmental concern has the strongest effect on perceived impact, followed by perceived awareness, trust and credibility, attitude toward sustainable investment, perceived financial performance, and green knowledge. Perceived impact strongly increases adoption propensity, which then increases actual adoption of green financial instruments. Actual adoption positively influences responsible financial consumption aligned with SDG 12. The study adds value by showing that green financial instrument adoption is not only an investment decision but also a form of responsible financial consumption through which investors can direct capital toward environmentally responsible production systems.

Artificial intelligence (AI) is increasingly embedded in human resource management (HRM), yet evidence remains limited on how its value is realized across interconnected HR processes. This study examines whether AI adoption is associated with perceived effectiveness across major HR domains in Indian IT and IT‐enabled service firms and whether AI‐Empowered Decision‐Making helps explain this relationship. Guided by Technology‐Task Fit (TTF) as an organizing lens, the study adopts a cross‐sectional quantitative design based on survey data from 287 respondents and uses structural equation modeling to test the proposed relationships. The findings show that AI adoption is positively associated with all examined HR process outcomes, although the strength of these relationships varies across domains. AI‐Empowered Decision‐Making also shows a significant mediating effect in the relationship between AI adoption and Efficient HR Practices. The study contributes to research on AI‐enabled HRM by showing that the value of AI is not explained by adoption alone, but by how AI‐supported insights are translated into managerial action across HR processes. These findings support a more process‐oriented understanding of AI in HRM and highlight the importance of decision routines in realizing process‐level value.

This chapter explores complex dynamics influencing workplace behaviour and employee well-being. Its research intends to explore specific combinations of organizational and individual factors in relation to how they influence engagement, productivity, and psychological health. The study applies fuzzy set qualitative comparative analysis (fsQCA) to analyse the interaction of various conditions and their effects. This methodology identifies causal configurations, revealing non-linear relationships and diverse pathways that contribute to workplace outcomes. The analysis reveals multiple pathways through which organizational culture, interpersonal dynamics, and individual resilience interact to shape workplace experiences. The results underlie the diversity of conditions leading to positive and negative outcomes, thus providing insights into tailored approaches for enhancing employee well-being. This research advances the literature by presenting a comprehensive framework that integrates organizational and individual perspectives, highlighting the importance of configurational approaches in understanding workplace dynamics.

In view of the phenomenal blend of speedy technological improvement and the emergence of increasing environmental concerns, sustainable environment principles have increasingly become relevant for industrial strategy and economic models. Business communities, governments, and even customers are learning that there is an imperative for realizing environmental hazards without restricting the Industry 4.0’s possibility of growth. In this framework, this book emerges as a strategic and indispensable contribution to the growing knowledge collection focused on managing this crucial moment. This edited volume studies the complex interconnection between marketing innovation and sustainability imperatives, highlighting how businesses can coordinate their operations with global sustainability goals in the age of technological transformation.

This book explores how businesses can harness the power of Industry 4.0 technologies—AI, IoT, blockchain, and big data—to develop sustainable marketing

Growing consumer concern for sustainability and ethical consumption has increased demand for alternatives to animal‐based leather. While research highlights the importance of consumer purchase intentions (CPI) in promoting sustainable products, limited attention has been given to how product symbolism influences such intentions in the context of vegan fashion. This study investigates the pathways linking product symbolism to CPI, examining the serial mediating roles of perceived value, attitude toward vegan leather, and willingness to pay a premium. Data were collected from 388 consumers in India, Sri Lanka, and Bangladesh who had prior experience with vegan products. Using covariance‐based structural equation modelling, the results show that product symbolism exerts a positive and significant effect on purchase intention, both directly and indirectly through the proposed mediators. Perceived value strengthens favorable attitudes, which in turn enhance willingness to pay and subsequent purchase intention. Unlike prior sustainable fashion studies that primarily emphasise functional, moral, or attitudinal drivers of adoption, this study demonstrates that symbolic meanings embedded in substitute materials themselves act as a primary behavioural trigger, operating through a serial cognitive–affective–economic pathway. The findings contribute to consumer behaviour theory by extending material culture perspectives into sustainable fashion consumption, and they offer practical guidance for marketers seeking to position vegan leather within masstige and eco‐fashion markets in emerging economies. The findings further indicate that marketers and policymakers should move beyond eco‐efficiency claims and instead position vegan leather as a symbolic identity marker, linking sustainability with aspiration, social signalling, and self‐expression in emerging markets.