Faiz Ahmad

In recent years, organic food consumption has gained increasing attention because of rising ecological concerns and health consciousness. Despite favorable attitudes towards sustainable organic consumption, the conversion of intention to purchase into actual behavior remains a challenge, specifically among Generation Z consumers. Thus, the objective of the present study is to examine the socio-environmental determinants influencing organic food consumption among Gen Z consumers in India by extending the theory of planned behavior. We employed a hybrid SEM-ANN predictive approach to analyze data collected from 763 valid responses through a structured self-administered questionnaire. First, SEM was used to test the hypothesized relationships, followed by ANN analysis to capture non-linear associations and ascertain the relative importance of predictor variables. The outcomes reveal that attitude and environmental concern have a positive and significant influence, whereas subjective norm displays a significantly negative influence, and willingness to pay exhibits non-significant influence on intention to purchase. The ANN analysis further strengthens the relative importance of the significant predictors and exhibits satisfactory predictive performance. The study contributes to the literature by incorporating explanatory and predictive modeling techniques to provide a comprehensive insight into Gen Z consumers’ organic food purchase intentions. The findings offer practical implications to various stakeholders such as policymakers and marketers in designing targeted strategies to promote sustainable food consumption among Gen Z consumers in the Indian market.

This chapter presents a comprehensive research framework addressing digital trust and security within the higher education ecosystem. As institutions rely on digital infrastructure, they face sophisticated cybersecurity threats endangering data and stakeholder confidence. Through a PRISMA-guided systematic literature review, this research synthesizes academic and industry insights to construct a holistic view of the landscape. It defines digital trust through the core principles of ability, integrity, and benevolence, mapping these to operational TRUST standards. The paper examines identity management complexities and solutions like Identity Governance and Administration (IGA), alongside an analysis of frameworks including NIST CSF and ISO/IEC 27001. Furthermore, it explores the role of AI and Blockchain as both sources of new challenges and providers of security solutions. Identifying barriers such as cultural resistance and resource constraints, the chapter concludes with recommendations for institutional leaders to build a strategic, resilient, and trustworthy digital campus.

The present book chapter contributes to examining the intersection of gaming and sustainable marketing, focusing on how gaming strategies can be effectively used to foster consumer behavior that is environmentally friendly and engaging, and is exploring new ways to encourage consumers to adopt sustainable practices. Utilizing aspects of game technology and design to encourage and engage users, gamification has emerged as a viable strategy for inducing behavioral change in a variety of contexts. This chapter reviews the conceptual framework, foundation, and application of game theory to sustainable marketing. This chapter provides insights into effective game plans that promote sustainable consumer practices such as recycling, energy conservation, and responsible consumption. Furthermore, the chapter discusses the various challenges and ethical concerns associated with sustainable marketing games. Finally, the chapter attempts to raise awareness of how games can be used as a means to advance sustainability goals and create a more environmentally conscious society.

The present article investigates the influence of compensation plans – financial as well as nonfinancial and performance feedback – with respect to the retention of the employee considering the retail sector in India from viewpoint of employees. A structured questionnaire was employed to gather information from the Hyderabad city and Greater Hyderabad Municipal Corporation (GHMC) consisting of 571 retail outlet employees as sample respondents. The collected data was analyzed using structural equation modeling (SEM) to assess the hypothecated relationship among financial that is, extrinsic rewards (FR), non-financial that is, intrinsic reward (NFR), performance feedback (PF), and employee retention (ER). The findings reveal that intrinsic and extrinsic benefits portray an important role in performance feedback (PF) which in turn helps the organization to retain their employees for years to come. The study offers academia and practitioner a thoughtful and insightful understanding of some of the important aspects of keeping skillful and talented performers and ultimately increasing productivity and providing a competitive advantage to the organization.