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Consumers are becoming increasingly concerned about ecological degradation and are getting conscious of the potential advantages that environmental sustainability can offer, which is also driving them towards the consumption of green products. In view of this, the purpose of this study is to operationalize and test the conceptual model of green purchasing behaviour by incorporating consumers’ perception towards green marketing stimuli including eco-label, eco-brand and environmental advertisements with perceived environmental knowledge in an emerging sustainable market.

The proposed model is based on an integrative and cognitive approach to consumers’ environmental beliefs-behaviour relationship. The 549 valid responses were received from selected metropolitan regions of India and analysed by direct path coefficients along with a bootstrapping method for testing indirect effects.

The results revealed that perception of eco-label and environmental advertisements had a positive influence on green purchasing behaviour, however, the direct relationships of eco-brand and environmental knowledge were not supported in the model. While environmental advertisements and environmental knowledge posed an indirect influence on green purchasing to some extent.

The generalizability of the findings needs to augment an extensive approach of a cross-sectional survey. Theoretical, managerial and policy implications were recommended to promote green products towards sustainable consumption.

The operationalization of green purchasing behaviour using marketing stimuli has remained scant in the Indian setting. The insights gained from this study contributes to the knowledge domain of green consumer psychology in the backdrop of an emerging market.

The present study intends to discover and analyze the determinants of users' intention to use (ITU) drone-based online food delivery (OFD) services. The study mainly focuses on the drone-based food delivery system in India and its implications.

This study has used the purposive sampling method. With the support of the technology acceptance model (TAM) and the theory of planned behavior (TPB), a theoretical model was developed conceptually. Later, the model was validated using the partial least square-structure equation modeling (PLS-SEM) technique with consideration of 324 responses mainly from university students in Delhi- National Capital Region (NCR).

The findings reveal that all the determinants are positively and significantly related to ITU, except for perceived behavioral control that does not influence the consumer’s ITU drone-based OFD services. The study also shows that how food delivery system through drone can revolutionize the entire food delivery system in India.

The present study has developed a unique model that can be used by practitioners, future researchers in this field and policymakers in government departments. The present study is limited to Delhi-NCR in India, and thus, there is an issue of generalizability in the present study.

This study has examined the future of food delivery system through drone-based system. Thus, the leaders in the food industry will be better positioned to understand consumers' intentions to use OFD services using drones and be able to make more informed decisions about investment in drone technology in their respective organizations.

The present study has combined both the technology adoption model and the TPB and developed a theoretical model. The study enriches the literature on drone-based OFD services. Since users' acceptance of OFD services using drones is an under-researched area, the present study will make a meaningful contribution to bring the body of literature in this domain.

There is a strong inducement to develop new inorganic materials to substitute the current industrial pigments, which are known for their poor ultraviolet absorbent and low photoluminescence (PL) properties. The purpose of this paper is to invent a better rare-earth-based pigment material as a spectral modifier with good luminescence properties to enhance the spectral response for photovoltaic panel application.

Different phosphor samples made of nano-calcium carbonate (CaCO₃) with varied wt.% of the dopant Dysprosium doped calcium borophosphate (CBP/Dy) as (W0 – 0%, W1 – 3,85%, W2 – 7.41%, W3 –10.71% and W4 –13.79%) were prepared via the solid-state diffusion method at 600 °C for 6 h using a muffle furnace. The structural, morphological and luminescence properties of the CaCO₃:CBP/Dy powder samples were examined using scanning electron microscopy (SEM), X-ray diffraction (XRD), Fourier transform infrared spectroscopy (FTIR) and PL test.

The XRD, SEM and FTIR results verified the crystalline formation, morphological behaviour and vibration bonds of synthesized CBP/Dy-doped CaCO₃ powder samples. XRD pattern revealed that the synthesized powder samples exhibit crystalline structured materials, and SEM results showed irregular shape and porous-like structured morphologies. FTIR spectrum shows prominent bands at 712, 874 and 1,404 cm⁻¹, corresponding to asymmetric stretching vibrations of CO3²⁻ groups and out-of-plane bending. PL characterization of CBP/Dy-doped CaCO₃ (sample W) shows emission at 427 nm (λmax) under the excitation of 358 nm. The intensity of PL emission spectra drops due to the concentration quenching effect, while the maximum PL intensity is observed in the W3 phosphor powder system.

This phosphor powder is expected to find out the potential application such as a spectral modifier which is applied to match the energy of photons with solar cell bandgap to improve spectral absorption and lead to better efficiency.

The introduction of a nano-CaCO₃:CBP/Dy hybrid powder system with good luminescence properties to be used as spectral modifiers for solar cell application has been synthesized in the lab, which is a novel attempt.

The purpose of this article is to investigate the propagation characteristics (such as particle motion, attenuation and phase velocity) of a Rayleigh wave in a nonlocal generalized thermoelastic media.

The bulk waves are represented with Helmholtz potentials. The stress-free insulated and isothermal plane surfaces are taken into account. Rayleigh wave dispersion relation has been established and is found to be complex. Due to the presence of radicals, the dispersion equation is continuously computed as a complicated irrational expression. The dispersion equation is then converted into a polynomial equation that can be solved numerically for precise complex roots. The extra zeros in this polynomial equation are eliminated to yield the dispersion equation’s roots. These routes are then filtered for inhomogeneous wave propagation that decays with depth. To perform numerical computations, MATLAB software is used.

In this medium, only one mode of Rayleigh wave exists at both isothermal and insulated boundaries. The thermal factors of nonlocal generalized thermoelastic materials significantly influence the particle motion, attenuation and phase velocity of the Rayleigh wave.

Numerical examples are taken to examine how the thermal characteristics of materials affect the existing Rayleigh wave’s propagation characteristics. Graphical analysis is used to evaluate the behavior of particle motion (such as elliptical) both inside and at the isothermal (or insulated) flat surface of the medium under consideration.

With increasing demands placed on Higher Education Institutions (HEIs) to engage with the Sustainable Development (SD) needs of its local communities, Community-Engaged Teaching and Learning (CETL) has emerged as a valuable tool to help HEIs cater to such demands. This study aims to explore and examine CETL practices at HEIs across the globe, particularly in relation to its role in furthering the SD agenda.

This study adopts an extensive review of academic literature as an investigative tool to probe different CETL approaches being practiced by HEIs, especially the ones aligned with sustainability.

The study revealed discernible findings on four aspects: (i) curricular strategies and pedagogical interventions adopted under the ambit of CETL for advancing the SD agenda, (ii) engagement and sustainability linked competencies and learning outcomes derived in the process, (iii) challenges constraining CETL practices at HEIs, and (iv) strategies for strengthening the same and ensuring its impactful implementation.

This study accrues value in illuminating the practice, role, impact and implications of SD oriented CETL practices, given that there are limited studies on the subject. It also contributes to the global call for HEIs to catalyze sustainable social development by making their teaching and learning functions more community-engaged and socially relevant.

The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm.

Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth.

Graduate and postgraduate courses in Management.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to study the effects of rotation, voids and diffusion on characteristics of plane waves in a thermoelastic material.

Lord and Shulman generalization of linear thermoelasticity is used to study the plane waves in a rotating thermoelastic material with voids and diffusion. The thermoelastic solid is rotating with a uniform angular velocity. The problem is specialized in two dimensions to study wave propagation. The plane harmonic solutions of governing field equations in a plane are obtained.

A velocity equation is obtained which indicates the propagation of five coupled plane waves in the medium. Reflection of an incident plane wave from stress-free surface of a half-space is also considered to obtain the amplitude ratios of various reflected waves. A numerical example is considered to illustrate graphically the effects of rotation, frequency, void and diffusion parameters on speeds and amplitude ratios of plane waves.

The present problem covers the combined effects of rotation, voids and diffusion on characteristics of plane waves in linear thermoelastic material in the context of Lord and Shulman (1967) and Aouadi (2010) theories, which are not studied in literature yet.

The aim of this paper is to follow an analytic-deductive approach to realize the issues related to the present power crisis and growing demand of backup power systems (BPSs), especially in India. It not only explores the need of high-cost BPSs in the current scenario but also puts an emphasis to reduce the running cost through parametric optimizations.

Literature review identifies dependency of every sector on BPS and also highlights present and future challenges erupting in this age of power scarcity. Different improvement initiatives being used to improve efficiency of BPS have been studied, but quite rare application of Six Sigma in BPS sector, in actual was found. A define-measure-analyze-improve-control (DMAIC) model of Six Sigma is being suggested and practiced for bringing a breakthrough in efficiency or mileage of a diesel genset (used as a BPS).

Importance of BPS cannot be ignored, particularly in developing countries, but feeble effort was seen to improve its power generation cost. An imprecise and outdated framework used for bringing a change in the BPS sector is unable to increase its overall equipment efficiency. The diversified methodology of Six Sigma has been successfully implemented through a case study discussed and further validates the approach adopted to tackle the problem formulated further in the paper.

The whole work more or less revolves around the Indian energy scenario and seems to be talking about the power generation process and its optimization, in context of only diesel genets as BPS.

The paper outlines the need for energy reform in industry. The DMAIC approach of Six Sigma in the BPS sector is too infrequent and next, motivates to reduce BPS cost and its associated expenditures, which are generally ignored.