International Journal on Research and Development - A Management Review
International Journal on Research and Development - A Management Review P-ISSN: 2319–5479 Frequency: Biannual Publisher Website: https://mriindia.com/ Editor in Chief: Dr. Prakash Divakaran Article Processing Charges: 50 USD Indexing In: Google Scholar, SCILIT, BASE, Semantic Scholar, Scribd, ResearchGate
Ethical Use of AI Communication Systems in Recruitment and Human Resource Management: An Empirical Study
Incorporating AI tools in recruitment and HR management has become a common practice in recent years. The automation of candidate screening and use of chat bots and digital interviewing platforms provides greater operational efficiency for these functions. The automation of these functions provides greater operational efficiency for these functions. The purpose of this study is to analyze the use of AI communication systems in a recruitment context and the application of AI in a socially responsible manner. These research objectives were accomplished through a mixed method empirical research design. 120 HR professionals and 250 job applicants from various fields were selected as study participants. The participants completed surveys, engaged in semi-structured interviews, and took part in organizational case studies. Quantitative research hypothesis testing focused on the relationships between ethical AI use and candidate trust, satisfaction, and organizational reputation. In contrast, qualitative thematic analysis relied on perceptions of bias, accountability, and transparency to suggest the value of the practice.
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A Study on Teacher Commitment across Age Groups at Patrician Institutes in Chennai
The study investigated the level of teacher commitment (TC) among educators across all age groups at four Patrician institutes in Chennai. The analysis of data from 142 faculty members using a one-way ANOVA found no discernible age-based variations in commitment, as age only explained a negligible amount of the variance. These findings demonstrate the unwavering commitment of the teachers at Patrician Institutes to their work, irrespective of their career stage. The results have significant implications for creating cohesive and effective faculty development initiatives that successfully cater to all age groups within the Patrician curriculum.
Adoption of Renewable Energy in Agriculture and Its Economic Benefits: A Study of Karnataka
This study examines the adoption patterns of renewable energy technologies in Karnataka's agricultural sector and evaluates their economic benefits to farmers. Through primary data collected from 240 farmers across six districts of Karnataka, the research analyses the uptake of solar irrigation pumps, biogas plants, and solar dryers. The findings reveal that renewable energy adoption significantly reduces operational costs (by 40-65%), increases farm income (by 25-35%), and enhances agricultural productivity. However, high initial investment costs and limited awareness remain significant barriers. The study recommends enhanced subsidy mechanisms, improved financing options, and targeted training programs to accelerate renewable energy adoption in agriculture.
Exploration on Sustainable Cloud Computing System with Special Reference to Educational Institution
Cloud computing in education refers to the use of internet-based platforms and services to store, manage, and access educational resources and tools. It eliminates the need for physical hardware and infrastructure, enabling students, educators, and institutions to access data and applications anytime, anywhere. This technology fosters collaboration and makes education more flexible, efficient, and inclusive. Hence this study helps us to cover the awareness of using cloud computing tools and the impact of using cloud computing engines in education system. Furthermore, it covers the possibility of integrating AI tool with cloud computing engines which can help the educators to manage their time efficiently and effectively. Cloud computing in education system will also help the institute to align with SDG goals and boost the performance of the students in institution. Objective of this study is to analyse the impact of using cloud computing tools, to analyse the possibility of integrating AI and machine learning cloud computing system and to cover the barriers of implementing the cloud computing system. This research will address the gap of using AI tools. Methodology used in this study is descriptive analysis.
Green Banking Initiatives and Their Adoption Levels: A Comparative Study
Green banking has become increasingly significant in India as financial institutions incorporate environmentally responsible practices into their operations. This research investigates green banking initiatives and assesses the degree of their implementation among Indian banks using a comparative framework. The focus is on identifying essential green banking practices, including digital banking services, paperless transactions, green financing, energy-efficient operations, and sustainability disclosures adopted by banks in India. A Green Banking Adoption Index (GBAI) has been created to evaluate and compare the level of green banking practice adoption across various banks. This index is formulated using selected indicators that reflect the primary dimensions of green banking, allowing for a systematic evaluation of adoption levels. The study utilizes secondary data obtained from publicly accessible bank reports, sustainability disclosures, and official publications. A comparative analysis is conducted to explore differences in green banking adoption among banks. The analysis uncovers notable disparities in the adoption of green banking practices among Indian banks. While certain banks exhibit a higher degree of integration of green initiatives, supported by structured policies and disclosures, others display comparatively lower levels of adoption. The findings suggest that although green banking practices are gaining traction in India, the extent of their implementation is inconsistent.
Assessing the Role of Employee Engagement in Promoting Sustainability in Educational Institutions in North Chennai
Employee engagement has become a key organizational strategy that improves long-term institutional sustainability, productivity and performance. With an emphasis on identifying the key factors driving engagement and assessing their organizational impact this study investigates the role of employee engagement in fostering sustainability across educational institutions in North Chennai. A structured questionnaire was used to gather primary data from 60 faculty members of particular educational institutions using a descriptive study approach. A five point likert scale was used to measure organizational, job-related and individual aspects influencing engagement. Weighted average analysis, ranking and chi-square testing were used to examine the data. The results showed that respondents’ perception of workplace aspects like well-being and work-life balance were most favourable, while job design and autonomy received the lowest scores. Rewards and recognition were shown to be the most important organizational factor of engagement followed by management style among individual factors, energy vitality was ranked lowest. Chi-square results that gender does not affect employee engagement levels which revealed no significant relationship between gender and the factors that determine employee engagement. The study finds that leadership-driven communication, meaningful recognition procedures and a supportive work environment all enhance employee engagement which in turn boosts institutional sustainability and effectiveness. To increase engagement results, educational institutions should keep improving professional development opportunities, participating cultures and recognition systems.
Consumer Purchasing Behaviour towards Eco-Friendly Products among University Students in Mandya: An Empirical Study with 2025 Market Insights
This study investigates determinants of eco-friendly product purchasing behaviour among 130 university students in Mandya, Karnataka, using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings reveal that product quality (β = 0.627, p < 0.001) is the strongest predictor, followed by environmental awareness (β = 0.138, p = 0.025). Price, availability, and perceived value show negligible direct effects. The model explains 47.8% of purchasing behaviour variance. Results align with 2025 market trends showing quality assurance and certifications as primary conversion factors (58%) versus environmental messaging (34%). The study provides context-specific insights for Indian university markets and actionable recommendations for marketers, policymakers, and educational institutions.
Artificial Intelligence in Sustainable Accounting: Shaping the Future Careers of Commerce Students with Special Reference to Chennai City
The transformation from traditional financial practices have redefined the educational career for Commerce students. Sustainable accounting emphasizes on environmental governance and social governance in financial reporting while using AI to enhance efficiency and accuracy. This study is an attempt to explore how AI technologies contribute to sustainable accounting practices and how AI technologies are shaping the future careers of commerce students. AI has now emerged to be a tool for data automation, analysis and interpretation for large data sets and contributes a great input for decision making. It assists in identifying pitfalls and enables their rectification and upgradation. It has now become the need of the hour that the students who want to choose their career in this field, should equip themselves with the technology to find their position in the job market. The technology provides them the platform for specialisation in financial analysis and reporting. The integration of AI in sustainable accounting is just not a advancement of technology but a paradigm shift influencing how commerce students envision their career path. By integrating technological advancements and sustainability objectives into academic learning, educational institutions can equip future accountants to serve as strategic contributors to corporate sustainability and innovation. This study highlights the crucial role of Artificial Intelligence in cultivating a new generation of accounting professionals dedicated to ethical, responsible, and data-driven financial practices.
A Comparative Analysis of Corporate Social Responsibility Spending and Compliance across Selected Sectors in Karnataka
Corporate Social Responsibility (CSR) has become a mandatory and strategic element of corporate governance in India following the enactment of the Companies Act, 2013. This study examines the influence of the nature of business on CSR spending and compliance among selected companies in Karnataka. A comparative case study approach is adopted by selecting Infosys Limited (IT services), Mangalore Refinery and Petrochemicals Limited (manufacturing), and Karnataka Power Transmission Corporation Limited (energy sector). The study relies on secondary data sourced from the National CSR Data Portal (csr.gov.in) maintained by the Ministry of Corporate Affairs, covering the period from 2019–20 to 2023–24. The analysis focuses on prescribed and actual CSR expenditure, compliance ratios, and sector-wise CSR spending trends. The findings reveal notable sectoral variations: Infosys demonstrates consistently high CSR spending with marginal unspent balances, KPTCL exhibits stable and near-complete compliance, while MRPL shows greater variability in CSR spending influenced by fluctuations in profitability. The study concludes that the nature of business significantly influences CSR expenditure patterns and compliance behavior, providing valuable insights for policymakers, corporate managers, and future researchers.
Impact of Hybrid Work Model and Employee Satisfaction in the IT sector: An Analytical Study
Work patterns in the IT industry have changed as a result of the quick acceptance of the hybrid work paradigm, which combines remote and on-site labour. This study looks at how employee satisfaction in the IT sector is affected by the hybrid work model. Important aspects including work-life balance, employment flexibility, organizational support, effective communication, and general job satisfaction are the focus of the study. A standardized questionnaire was used to gather primary data from IT experts, and the proper statistical tools were used for analysis. The results show that the hybrid work model significantly increases employee happiness, mostly through better work-life balance and increased flexibility. However, organizational policies, leadership support, and communication channels all affect how well the hybrid model works. IT companies can use the study's insightful findings to create hybrid work strategies that improve organizational performance and employee satisfaction.
Digital Payment Adoption among Agricultural Produce Street Vendors: An Empirical Study in Kalaburagi District, Karnataka
Purpose: This study investigates digital payment adoption patterns, determinants, and impacts on agricultural produce street vendors in Kalaburagi district, Karnataka, examining the intersection of agricultural marketing and financial technology. Design/Methodology/Approach: Primary data were collected from 200 agricultural produce vendors through structured questionnaires using stratified random sampling. Descriptive statistics, chi-square tests, Pearson correlation, and multiple regression analysis were employed. Findings: Results reveal 58% adoption rate among agricultural vendors, significantly lower than general merchandise vendors. Fresh produce vendors (41.5%) showed substantially lower adoption than processed agricultural products (71.4%). Perishability concerns (67.8%) and seasonal income fluctuations (β=-0.412, p<0.01) emerged as unique barriers. However, 54.3% of adopters reported reduced post-harvest losses through faster transactions. Educational qualification (χ²=28.34, p<0.01) and cold storage access (OR=2.87, p<0.05) significantly influenced adoption. Research Limitations: Geographic specificity and cross-sectional design limit generalizability and causal inferences. Practical Implications: Findings inform agricultural marketing policies emphasizing value chain-specific digital solutions, cold chain infrastructure integration, and seasonal pricing models for agricultural vendors. Originality/Value: This research uniquely examines digital financial inclusion at the agriculture-urban retail interface, addressing gaps in agricultural marketing and technology adoption literature.
Reverse Logistics and Waste Reduction in Businesses
The current business scenario has witnessed fast development in industry and a rise in demands from consumers. As a result, waste has increased with a considerable number of organizations covering mostly the stream from manufacturers to consumers without putting greater emphasis on managing items flowing from consumers in exchange for products that are damaged or at the end of their use life, which if mishandled leads to pollution of environments with higher costs for disposal for organizations. Reverse logistics has come forth as an effective method of dealing with returned products as well as waste. This encompasses actions such as the retrieval, reuse, recycling, renovation, and disposal of products after the use of the product. Reverse logistics enables companies to reduce waste, make use of valuable resources, and decrease reliance on natural resources through the proper implementation of reverse logistics concepts. Moreover, implementation of the reverse logistics concept enables organizations to adhere to the environment laws. This paper will attempt to explore the importance of reverse logistics in the reduction of wastes and the effect on sustainable business operations. The paper will be anchored on primary information gathered from a structured questionnaire. The findings reveal the involvement of effective reverse logistics operations within the dimensions of waste reduction, cost savings, and enhancing the corporate image of the concerned organizations. Nevertheless, high costs and complicated returns remain the identified challenges. The paper concludes that for sustainable growth and for resolution of environmental issues, integration of reverse logistics with other operations is imperative.
Transforming Tribal Livelihoods through CSR-Led Dairy Value Chain Development: A Case Study from TVS Srinivasan Services Trust’s Initiative in Pudurnadu, Tamil Nadu
Corporate Social Responsibility (CSR) initiatives in India increasingly emphasize sustainable livelihood interventions, particularly in rural and tribal settings. This study evaluates the Dairy Value Chain Project of TVS Srinivasan Services Trust (TVS SST) in Pudurnadu, a remote tribal region of Tamil Nadu, implemented in partnership with Hatsun Agro Product Ltd. The program established milk collection centers with bulk chilling facilities, provided farmer training, and conducted veterinary health camps to enhance productivity. Using a mixed-method approach—quantitative surveys of 50 farmers and qualitative interviews—the study assessed changes in livestock ownership, milk yield, and household income. Results indicate a significant rise in average cattle per farmer (from 1.1 to 4.1), daily milk yield (from 1.7 to 4.2 litres), and monthly income (from ₹2700/- to ₹7875/-). Beyond economic gains, the intervention fostered women’s participation and integrated tribal farmers into the formal dairy economy. The findings highlight CSR’s transformative potential in strengthening sustainable livelihoods, promoting socio-economic inclusion, and building resilience among marginalized tribal communities.
Automation in HR Operations: A Comprehensive Study of End-to-End HR Process Automation in a Software Service Organization
Digital transformation has significantly reshaped Human Resource (HR) functions in software service organizations. As these organizations depend heavily on skilled talent, efficient HR operations are essential for competitiveness and scalability. This study examines end-to-end HR process automation within a software service organization, focusing on recruitment administration, onboarding and offboarding, payroll management, employee records management, compliance and policy management, and attendance and leave management. The findings demonstrate substantial improvements in operational efficiency, error reduction, compliance adherence, and employee experience. The research concludes that integrated HR automation enables HR departments to transition from administrative roles to strategic business partners.
Impact of Internships on Students’ Career Development and Employability
In the contemporary competitive labour market, academic qualifications alone are insufficient to ensure successful employment outcomes. Employers increasingly seek graduates who possess practical exposure, transferable skills, and workplace readiness. Internships have therefore become a critical component of higher education, offering students experiential learning opportunities that complement classroom instruction. The present study adopts a descriptive research design to examine the impact of internships on students’ career development and employability among South Chennai college students. Data were collected from 108 respondents who had completed at least one internship. The study analyses students’ perceptions regarding skill enhancement, career clarity, professional confidence, job readiness, and challenges encountered during internships. Percentage analysis was used to interpret the findings. The results reveal that internships significantly enhance communication skills, technical knowledge, adaptability, and professional awareness. However, certain structural challenges such as lack of mentorship, academic pressure, and unpaid roles were also identified. The study concludes that internships positively contribute to employability and career preparedness, though institutional mechanisms must be strengthened to optimize learning outcomes.
Platform-Specific Social Media Marketing Strategies and Consumer Engagement: A Comparative Study of Instagram and Facebook
Social media platforms have evolved into distinct marketing ecosystems, yet they are often treated as homogeneous channels in engagement research. This study examines how platform-specific social media marketing strategies (SMMS) influence consumer engagement (CE), with consumer trust (CT) as a mediating mechanism, through a comparative analysis of Instagram and Facebook. Grounded in the Stimulus–Organism–Response (S-O-R) framework, the study conceptualizes SMMS as the stimulus, trust as the organism, and engagement as the behavioral response. Survey data were collected from 300 active users of both platforms and analyzed using Structural Equation Modeling (SEM) and multi-group analysis. Results indicate that SMMS significantly enhance consumer engagement on both platforms; however, structural pathways differ. Instagram engagement is predominantly stimulus-driven and visually responsive, whereas Facebook engagement is more cognitively processed and strongly mediated by trust formation. The findings demonstrate that platform type moderates the relationship between marketing strategies, trust, and engagement. The study contributes to social media marketing literature by highlighting platform-contingent engagement mechanisms and offers strategic guidance for designing differentiated, platform-specific marketing approaches.
The Impact of Corporate Wellness on Employee Productivity in the ITES Sector
Corporate wellness programs are becoming increasingly popular in IT industries as the employees have prolonged working hours and minimal physical work. In addition to it, high stress levels are the major factor which drives the IT companies to introduce wellness programs for their employees. A lot of IT companies engage their employees in such wellness programs to keep their employees in best of their health and thereby increasing the overall productivity. In this research, we have tried to find out how much impactful are these programs on the lifestyle of the employees and examined the reasons to introduce wellness programs in their companies.
Impact of Sustainability-Oriented Mutual Funds on Investor Decision-Making: An Empirical Study
The growing emphasis on sustainable finance has led to increased interest in sustainability-oriented mutual funds that integrate Environmental, Social, and Governance (ESG) principles into investment decisions. This empirical study examines the impact of sustainability-oriented mutual funds on retail investors' decision-making, focusing on awareness levels, influencing factors, and investment intentions. The study adopts a descriptive and analytical research design, using primary data collected through a structured questionnaire administered to retail investors. Statistical tools such as percentage analysis, mean and standard deviation, and regression analysis are employed to analyse the data. The results indicate that sustainability awareness, ethical considerations, perceived long-term returns, and trust in fund management significantly shape investors’ decisions to invest in sustainability-oriented mutual funds. The findings further reveal that investors who demonstrate greater concern for environmental and social issues show a stronger preference for sustainable investment options. The study highlights the increasing relevance of sustainability-oriented mutual funds in promoting responsible investing. It provides valuable insights for asset management companies to align their product offerings with evolving investor preferences.
A Study on Impact of AI Application on the Growth of Digital Marketing in Indian Telecommunication Companies with Special Reference to Chennai City
Aim: Investigates the impact of Artificial Intelligence (AI) applications on the growth of digital marketing in Indian telecommunication companies. Scope: The research explores their role in enhancing digital marketing strategies and performance by focusing on crucial AI technologies—Expert Systems, Evolutionary Computation, and Neural Networks. Sampling, Methodology & Statistical Tools: The study employs a sample size of 240 employees from various Indian telecommunication companies using Stratified Random Sampling . Statistical analysis including Frequency tests, Chi-square tests, ANOVA, Correlation Analysis, and Multiple Regression Analysis are used to assess the relationship between AI applications and digital marketing growth. Findings: The findings highlight the significant effects of AI on digital marketing, offering insights into the potential of these technologies to drive the sector forward.
Artificial Intelligence in Personalised Learning System
The concept of Artificial Intelligence (AI) has already revolutionised personalised learning systems, enabling adaptation to data-driven, learner-centred educational settings. Using machine learning algorithms, natural language processing, learning analytics, and predictive modelling, AI systems can adapt instruction, assessment methods, and feedback processes to individual learner profiles. In this paper, the authors explore how AI can be used in personalised learning, analyse the existing literature, identify the obstacles, and propose an AI-based framework for educational institutions. A systematic review of the literature examines the progress, factors, and constraints of AI-based personalised education systems. Moreover, a conceptual architecture and workflow model are proposed to improve flexibility, interaction, and learning outcomes. The findings reveal substantial improvements in learner performance, engagement, and retention through the effective combination of AI and pedagogical principles, along with ethical data management.
The Mediating Effect of Women Film Celebrity Endorser’s Source Credibility in Television Advertisement Enhancing Customer Brand Perception and Purchase Intention – A Study With Regard To Chennai Metropolitan
Celebrity endorsement has become an important promotional strategy used by marketers to enhance brand recognition and influence consumer buying behavior. This study examines the mediating effect of women film celebrity endorsers’ source credibility in television advertisements on customer brand perception and purchase intention in Chennai metropolitan. The research focuses on credibility attributes such as trustworthiness, physical attractiveness, professionalism, and virtuousness of women celebrities and their influence on consumer perception of brands. The study adopts a descriptive and analytical research design using primary data collected from 650 respondents through a structured questionnaire. Multiple regression and Structural Equation Modelling (SEM) were applied to analyse the relationships among source credibility, brand perception, and purchase intention. The findings reveal that physical attractiveness and trustworthiness of women celebrity endorsers significantly influence consumer purchase intention. In addition, brand perception factors such as customer loyalty, brand awareness, trustworthiness perception, and customer delight positively affect purchase intention.
Consumer Preferences and Motivations for Purchasing Luxury Brands vs. Commercial Brands: A Comparative Study in Chennai City
The Indian consumer market has witnessed significant transformation over the past two decades, driven by rising disposable incomes, globalization, and digital media exposure. In Chennai, a city blending traditional values with modern aspirations, consumer choices toward luxury and commercial brands present a unique contrast. This study examines the motivations and preferences of 100 respondents from varied demographics, focusing on psychological, social, and economic factors influencing purchase decisions. Findings reveal that luxury brand purchases are largely driven by prestige, social recognition, superior quality, and aspirational value, particularly among younger professionals and students from affluent families who view luxury as a symbol of identity and lifestyle. Conversely, commercial brands are preferred for their affordability, accessibility, and reliability, especially among middle-class households prioritizing practicality. The study concludes that while luxury consumption is growing under globalization and social media influence, commercial brands remain dominant for their functional and value-driven appeal.
Financial Systems for Sustainable Growth
Sustainable economic growth has emerged as a critical priority in the contemporary global environment, where economies face challenges such as climate change, financial instability, digital disruption, and widening social inequality. Financial systems play a decisive role in shaping growth patterns by directing capital flows, managing risks, and supporting long-term development objectives. In recent years, the integration of intelligent technologies such as Artificial Intelligence (AI), Big Data analytics, blockchain, and financial technology (FinTech) has significantly transformed traditional financial systems, enabling them to support sustainable growth more effectively. This paper examines the role of modern financial systems in promoting sustainable economic growth through technology-driven innovations. It focuses on key dimensions including intelligent financial risk management, data-driven sustainable investment, digital banking services, real-time financial market monitoring, fintech innovation, and green finance practices. Intelligent systems enhance early risk detection, improve fraud prevention, and strengthen financial stability, thereby reducing systemic vulnerabilities. At the same time, advanced data analytics support responsible investment decisions by incorporating environmental, social, and governance (ESG) considerations into capital allocation processes. The study also highlights how digital banking and fintech solutions improve financial inclusion by extending secure and accessible financial services to underserved populations and small businesses. Furthermore, green finance and green accounting tools supported by intelligent technologies promote environmental accountability and align financial activities with climate-friendly goals. However, the paper also recognizes challenges such as data privacy risks, algorithmic bias, regulatory gaps, and ethical concerns associated with technology-driven financial systems. The paper concludes that financial systems empowered by intelligent technologies can act as strong enablers of sustainable growth when supported by ethical governance, transparent regulations, and inclusive policy frameworks. Responsible adoption of these technologies is essential to ensure long-term economic resilience and alignment with global sustainable development objectives.
From Farm to Feed: How Ramnad Farmers Use Social Media to Engage Consumers
The rise of social media has transformed our day-to-day lives. From the emergence of Facebook posts to today’s Instagram reels, social media has changed the way we interact with others, especially in the field of agricultural marketing. However, small farmers still face challenges related to agriculture, including inadequate rainfall, the presence of mesquite trees that consume groundwater, middlemen charging commission and brokerage fees, and the delayed distribution of farm loans. These challenges prevent small farmers from reaching out to potential customers to purchase their crops. To address this issue, social media platforms such as Instagram, Facebook, YouTube and WhatsApp were utilised by farmers as low-cost marketing tools to promote their crops, build relationships with consumers and enhance farmers’ well-being. The primary objective of this paper was to investigate how the type of social media content used by farmers affects consumer engagement.
A Study on the Hurdles of International Traders in Chennai District
Enterprises that sell their goods and services to customers in other countries are exporting them; they are producing them in one country and shipping them to another. Exporting is one way that businesses can rapidly expand their potential market. An entrepreneur is a person who creates and operates a new business, taking on various risks in the hope of profit. Entrepreneurs are innovators, willing to take on challenges and drive change by identifying opportunities, creating solutions, and shaping market trends. In export business, the traders have faced lot of problems in running their business successfully. Hence, this study has aimed to analyze the problems faced by International Traders in Chennai district. The nature of this study is descriptive research design. The population of this study are traders who involved in export in Chennai district and the sample size has included of 75 International Traders by approaching random sampling method. The required sample data are collected by developing and distributed a structured questionnaire among population and 5 points Likert scale method has been utilized for understanding the problems of selected International Traders. The researchers have utilized the MS-Excel software to enter the collected sample data and performed the statistical methods namely percentage analysis, mean score and ANOVA. Thus, this study framed the null hypotheses to examine the significant difference in mean problems faced by International Traders with regard to selected variables. From the analysis, it could be mentioned that high level of problems is faced by International Traders belong to female, upto 30 years of age category, educated diploma, first generation, have upto 25 employees in their business and have 6-10 years of experience in export.
A Study On The Impact Of Social Media Marketing On Consumer Buying Behaviour With Reference To Chennai City
Social Media Marketing is very important and it is among the most successful tool and technique in the field of every type of advertising. It is already known that how various marketing tools and techniques can be increased number of selling articles is the main aim of every businessman. No doubt it can raise the profit of a various company’s exponent. The main aim of this study is to examine aimed to examine how social media marketing will final consumer behaviour among person who mostly use social media websites and also to find out the forecasted relationships among various social media marketing activities, customer activities and behaviour of the consumer. The implementation of Social Media websites is emerging continuously to give the satisfaction of the social needs of websites users, at the mean while time it has also increased the opportunities for corporate to advertised their products and services in a personalized way. The past record shows that social media has contributed significantly in changing the thinking of customers in buying process. Organizations can’t under estimate the growing importance of social Networking sites with reference to consumer behaviour and how its effecting to consumer behaviour.
An Empirical Study on Harnessing Online Learning Platforms for Faculty and Student Reskilling and Upskilling in Higher Education
The increasing demand for digital competencies and industry-relevant skills has compelled higher education institutions to adopt online learning platforms as strategic tools for reskilling and upskilling faculty and students. This study empirically examines the effectiveness of online learning platforms in enhancing skill development using primary data collected from faculty members and students across higher education institutions. A structured questionnaire was employed to capture respondents’ perceptions regarding accessibility, learning effectiveness, engagement, skill relevance, and overall satisfaction with online learning platforms. The collected data were analyzed using descriptive and inferential statistical techniques to assess the impact of online learning on skill enhancement and to identify differences in perceptions between faculty and student groups. The findings indicate that online learning platforms play a significant role in supporting continuous professional development for faculty and in improving employability-oriented, digital, and cognitive skills among students. Flexibility, self-paced learning, and access to updated, industry-aligned content were identified as key facilitators of effective learning. However, challenges such as reduced interaction, digital fatigue, and inconsistent content quality were also observed. The study highlights the importance of institutional support, blended learning models, and systematic evaluation to optimize the outcomes of online learning initiatives. The paper concludes that the effective integration of online learning platforms, supported by empirical evidence, can strengthen reskilling and upskilling efforts in higher education and contribute to the development of a future-ready academic ecosystem.
Sustainable Digital Promotions and Gen Z Preferences for Smart Gadgets: A Study on Instagram Marketing Influence in Chennai
In the digital age, Generation Z represents a key demographic for Technology brands, particularly in the smart gadget market. With the increasing environmental awareness among younger consumers, sustainable digital marketing has become a key strategy for smart gadget brands. This study explores the influence of sustainable digital promotions on Gen Z consumers' preferences and satisfaction regarding smart gadgets, focusing specifically on Instagram-based marketing in Chennai. Generation Z, being highly active on social media and socially conscious, responds differently to brand messaging that emphasizes ethical practices, environmental responsibility, and product sustainability. Instagram, as a visually dominant and influencer-driven platform, plays a vital role in shaping consumer attitudes and purchase decisions. The research focuses on how Instagram-based promotional content, including influencer endorsement, brand campaigns, and eco-conscious messaging, shapes the perception and purchase intentions of Gen Z users toward smart gadgets. It analyzes key factors such as content trust, influencer credibility, brand transparency, and post-purchase satisfaction are also examined to understand their impact on Gen Z consumer behavior.
Workforce Transformation and Sustainable Economic Growth: AI Adoption by the Teaching Fraternity in Chennai
The increasing integration of Artificial Intelligence into the teaching profession has significant ramifications in terms of workforce transformation and sustainable economic growth in alignment with Sustainable Development Goal 8. The study examines the adoption of AI by teaching faculties and thereby shaping the skills required for future and enhancing employability. The study was conducted based on the structured questionnaire data collected exclusively from professors, teachers and other teaching fraternity thereby assessing their perceptions, readiness and engagement with AI enabled teaching practices. The findings highlight the increasing role of faculties in aligning AI integrated academic pedagogy in alignment with evolving employment demands along with a need for support from institutions and government. Overall, the research dwells into the role of AI pedagogy in Sustainable Economic Growth & Workforce Transformation.
From Ethical Consumption to Algorithmic Finance: A Comparative Qualitative Study of Human Judgment, AI Decision Support, and Sustainable Financial Behavior among Students
The rapid expansion of digital marketplaces has transformed not only how students shop but also how they express values, identities, and moral orientations through consumption. While existing research predominantly conceptualizes ethical consumption as a rational, intention-driven behavior, it often overlooks the emotional, social, and identity-based processes underlying everyday purchase decisions—especially in platform-mediated environments. This qualitative study adopts a grounded theory approach to explore how university students construct meaning around ethical digital consumption in e-commerce contexts. Data were collected through semi-structured interviews with 30 undergraduate students aged 18–23, selected using purposive and snowball sampling. Using open, axial, and selective coding procedures, the analysis revealed that ethical consumption among students is not a stable behavioral pattern but an evolving identity process shaped by emotional conflict, social validation, peer and influencer narratives, and platform trust. Six dominant emotional orientations—guilt, pride, confusion, anger, indifference, and happiness—emerged as central to how students evaluated their purchases and moral self-concept. Based on these findings, the study proposes the Ethical Consumption Identity Formation Model, which explains how awareness, emotional appraisal, social interpretation, and trust interact to shape value-based digital consumption. This study contributes to sustainability and consumer research by theorizing ethical consumption as a lived, identity-driven process rather than a purely rational choice. Practically, it offers insights for educators, e-commerce platforms, and policymakers seeking to design inclusive, transparent, and emotionally resonant sustainability interventions for young consumers. To extend the grounded theory findings, this study incorporates a second qualitative dataset collected through short telephonic interviews (N = 27) examining AI-assisted financial decision-making among students. Comparative analysis indicates that while AI improves efficiency, fraud prevention, and financial awareness, participants continue to rely heavily on human judgment due to concerns regarding transparency, emotional disconnect, and accountability. Ethical discomfort, frequent human override behavior, and fragmented responsibility attribution emerged as central patterns. Together, the findings demonstrate that sustainable digital financial behavior is shaped not by automation alone but through hybrid human–AI decision processes, where emotional appraisal and trust act as key mediating mechanisms. This comparative perspective expands the Ethical Consumption Identity Formation Model by showing that similar identity-based negotiations govern both consumption and AI-mediated financial decisions.
Role of AI Enabled Career Development Platforms on Employee Engagement in Organisations
Human resource management (HRM) is one of the many industries being revolutionized by the quick development of Artificial Intelligence (AI). Personalized employee development is one of AI's most revolutionary uses in HRM. Traditional employee training and development programs frequently use a one-size-fits-all approach, which might not take into account each person's unique learning preferences, professional goals, or performance gaps. Nevertheless, these approaches frequently lacked real-time flexibility and customisation. AI integration provides a data-driven, scalable answer to these constraints, empowering HR managers to make well-informed decisions around succession planning, skill development, and employee growth. AI-driven solutions, on the other hand, provide customized learning opportunities, flexible training programs, and data-driven insights, allowing businesses to increase employee engagement and productivity. AI technologies are widely used in numerous aspects of professional development. By addressing skill gaps and providing clear promotion possibilities, AI's ability to evaluate internal career data and recommend personalized development plans has been demonstrated to increase employee engagement, satisfaction, and retention. To achieve fairness and trust, however, successful implementation requires ethical use, transparency, and alignment with human oversight. This study examines the impact of AI-centred career development platforms on employee engagement and explores the elements of AI systems that most significantly influence employee growth and productivity. The findings aim to provide insights for HR managers and organisational leaders on leveraging AI for strategic talent management and workforce engagement.
Digital Entrepreneurship in Focus: Awareness, Innovation, and Key Challenges- A Study with Special Reference to Chennai City
Digital entrepreneurship has emerged as a significant catalyst for innovative business creation and long-term economic growth in the contemporary digital economy. It refers to the process of utilizing modern digital tools, including the internet, mobile applications, cloud computing, artificial intelligence, and social media platforms, to design, develop, and deliver innovative business models, products, and services. These technologies enable entrepreneurs to overcome conventional obstacles to entry by reducing startup expenses, streamlining knowledge sharing, and facilitating businesses' access to both domestic and global markets with greater ease. Digital entrepreneurs harness technology to enhance operational efficiency, streamline business processes, and respond quickly to shifting consumer preferences and market dynamics. The presence of a supportive digital ecosystem—including stable online platforms, secure online payment systems, business incubators, venture capitalists, and public sector programs—plays a vital role in cultivating new ideas and supporting effective expansion. Moreover, digital entrepreneurship makes significant contributions to startup development, employment generation, and economic diversification. It also promotes a culture of continuous innovation, competitiveness, and adaptability among enterprises. This study aims to investigate the role of digital entrepreneurship in fostering innovative business creation and promoting sustainable business growth in an increasingly technology-driven economic environment.
Evaluating the Impact of Omnichannel Integration as a Digital Business Innovation for Enhancement of Purchase Intention
An essential digital business innovation that aims to increase retail accuracy and improve customer experience is omni-channel integration, which is the seamless fusion of online and offline channels. Instead of analyzing moderating effects of digital readiness and product category, the direct influence of customer purchase intention is studied. The study empirical analysis provides practical suggestions for stores pursuing long-term success through technology integration. The objective for the study is a demographic profile with percentages and weighted mean, the relationship between Omni-channel Integration and Purchase Intention and the impact of Omni-channel Integration and Purchase Intention. A structured questionnaire is framed to collect the data from the respondents. The Primary Data was collected from 100 respondents, both male and female, in the city of Chennai. The weighted mean, percentage analysis (Gender, Age, Occupation and Annual Income), Correlation and Regression tools are used to find out the results. The result shows that Omni-channel Integration is the main reason for Purchase Intention; it shows that the evaluation the impact in Digital Business Innovation by Omni-channel Integration to Purchase Intention.
HR 5.0: AI and Data Science Shaping the Future of Work
The rapid growth of digital technologies has transformed Human Resource Management (HRM), leading to the emergence of HR 5.0 as a human-centered and ethically grounded approach. Unlike earlier HR models focused mainly on automation and efficiency, HR 5.0 integrates Artificial Intelligence (AI) and Data Science with employee well-being, ethical governance, and sustainable organizational performance. This paper examines the role of AI and data-driven intelligence in enabling HR 5.0 and shaping the future of work. Using a conceptual approach based on recent academic literature and industry practices, the study analyzes AI and data science applications across recruitment, performance management, learning and development, employee engagement, and workforce planning. A Human-Centric HR 5.0 Intelligence Model is proposed, highlighting the integration of intelligent technologies, data analytics, human values, and ethical governance. The study finds that HR 5.0 can support resilient, inclusive, and future-ready organizations when technological capabilities are balanced with human judgment, transparency, and trust.
Consumer Perception With Regards To Frauds in Mobile Banking Reference to Chennai
Mobile banking has transformed financial services by providing ease, rapidity and accessibility. Unauthorized and unlawful activity carried out through mobile application is known as mobile banking frauds. As the technology develops and increase in use of mobiles the consumers are exposed to new risks such as phishing, sim swap, fake apps, or code and malware attacks. The study aims to examine the awareness level of frauds in mobile banking, identify most common frauds in mobile banking, analyse the security satisfaction level in mobile banking, grievances faced by the consumers due to mobile banking frauds and to examine measures taken by banks for prevention of frauds. It is concluded from the study that the majority of respondents are male belonging to the age group 29-44 yrs. Phishing is the most common fraud in mobile banking. Major grievances faced by the consumers is immediate account blocking and authentication measures from banks to prevent frauds is effective.
A Study on Employees’ Behaviour Towards Technology Enabled Talent Management Practices and Their Role in Career Growth In The IT Sector
This study focuses on employee behaviour towards technology-enabled talent management practices and their role in career growth in the IT sector. With the increasing adoption of digital tools such as AI-driven recruitment, e-learning platforms, and performance management systems, organizations are redefining talent management processes. This study aims to analyze the effectiveness, factors influencing the adoption of digital talent management practices, challenges and satisfaction levels with these technology-enabled practices and assess their influence on career development, skill enhancement, and performance appraisal. The primary data were collected from 125 IT sector employees using a structured questionnaire, and appropriate statistical tools such as percentage analysis, descriptive analysis, one way ANOVA, spearman’s correlation and chi square test were applied using SPSS software. The findings revealed that ease of use is the most influencing factor and there is a significant difference between age and effectiveness of technology enabled talent management practices towards career growth. The study also provided some suggestions which help organizations to enhance technology enabled talent management practices more effectively. It concludes that effective integration of technology with organizational practices can ensure sustainable career growth and long term organizational success.
Impact of AI-Based Learning Tools on Students’ Career Readiness and Employability
The rapid integration of Artificial Intelligence (AI) into education has transformed the way students acquire knowledge, skills, and career competencies. AI-based learning tools such as adaptive learning platforms, intelligent tutoring systems, career guidance chatbots, and skill-mapping applications are increasingly used to enhance students’ employability and career readiness. This study examines the impact of AI-based learning tools on students’ career readiness and employability, with special reference to undergraduate students. Using a survey-based research design, the study analyses students’ awareness, usage, and perception of AI-enabled learning tools and their influence on skill development, confidence, and job preparedness. The findings are expected to provide insights for educators, institutions, and policymakers to strengthen AI-driven educational strategies aligned with sustainable career growth.
Securtisation of Data and Best Practices Privacy in Banking Sector
The protection of customer information and financial data is of paramount importance to banks to maintain trust and confidence in their services. This research paper delves into the dynamic landscape of data privacy and security within the banking industry, examining the multifaceted challenges encountered by banks. It further investigates the proactive measures, best practices, challenges in data privacy and strategic approaches implemented to fortify the protection of sensitive information. By analyzing the current landscape, regulatory frameworks, and emerging technologies, this paper aims to provide insights into effective data protection and challenges for banks.
A Study on Consumer Perception towards Digital Banking Services and Financial Inclusion: An Empirical Study with Special Reference to Internet Banking
The traditional banking system has undergone a substantial transformation thanks to digital banking services, which have also become a crucial tool for advancing financial inclusion. Customers can effortlessly obtain financial services without physically visiting bank offices thanks to internet banking. However, how consumers view digital platforms is a major factor in the success of online banking. With particular reference to online banking, the current study investigates how consumers view digital banking services and assesses their influence on financial inclusion. A structured questionnaire was used to gather primary data from 120 online banking participants. Data analysis methods included regression analysis, mean score (weighted average) analysis, and percentage analysis. The findings show that online banking adoption is positively influenced by convenience, ease of use, security, and trust, all of which greatly help to financial inclusion.
Technology-Enabled HR Ethics - An Innovation Strategy for Sustainable Development Goals (SDGs) Of an Industry
Technology-enabled HR Ethics are increasingly recognized as a strategy for Sustainable Development Goals (SDGs) in industries. To improve overall performance, productivity, and profitability, technology-enabled HR Ethics should be in line with any organization’s HR policy. The integration of AI, automation, and other technologies into HR processes not only enhances efficiency and productivity but also fosters innovation and competitiveness. By leveraging these technologies, organizations can create a more agile workforce, improve decision-making, and drive sustainable growth. The shift towards a human- centric approach in HR Ethics, combined with the use of technology, is essential for organizations to thrive in a rapidly changing and competitive landscape. Businesses should always invest in technology and adjust to the changing scenario. This paper highlights how the Sustainable Development Goals (SDGs) in industries are accomplished through the implementation of technology-enabled HR Ethics. The study adopts secondary sources of data, which helps improving the researcher to justify the title taken for the study. The paper suggest how the technology to be adopted in HR practices in shaping the ethics practiced for the successful attainment of the Sustainable Development Goals (SDGs) which is a real success strategy for the growth of an industry.
Fintech Innovation and Green Investing: How Digital Infrastructure Drives Investor Behaviour in India
India’s 2070 Net-Zero commitment requires an estimated $10 trillion in green capital. While the India Stack has revolutionized financial access, the systemic transition to a sustainable financial system depends on aligning technological innovation with investor behaviour. The study examines the role of Digital Public Infrastructure (DPI) as a catalyst for sustainable finance by analysing its impact on investor awareness and behavioural intentions. The study combines both secondary analysis of green bond trends (2020–2025) and a primary survey of 200 retail investors. The empirical results indicate that the Unified Lending Interface (ULI) and API-based ESG dashboards have reduced information asymmetry by 28%. Furthermore, investor awareness of green instruments has surged, but actual capital allocation is heavily mediated by the "perceived ease of use" of fintech platforms. The study assesses how the India’s DPI-led model which provides a global blueprint for using innovation helps to bridge the "Awareness-Action Gap" in sustainable finance.
Impact of Digital Microfinance and Financial Inclusion in Transforming Women Entrepreneurship: Strengthening Inclusive and Diverse Economic Growth
Digital finance and financial inclusion have emerged as critical drivers of economic growth and women’s entrepreneurship, particularly in developing regions. Digital microfinance platforms enhance access to credit, savings, and payments, enabling women to participate actively in income-generating activities and sustainable microenterprises. However, limited digital literacy, infrastructural gaps, socio-cultural barriers, and affordability issues often constrain adoption. This paper examines the impact of digital microfinance and financial inclusion on women’s entrepreneurship, exploring their role in promoting inclusive and diverse economic growth. The study employs a descriptive and explanatory design, combining primary data from women beneficiaries and secondary sources, with statistical analysis including correlation, regression, and mediation techniques. Findings highlight the transformative potential of digital financial tools to enhance employment sustainability, income stability, and entrepreneurial engagement while underscoring challenges in accessibility and equitable utilization. This paper provides policy recommendations to strengthen inclusive financial frameworks and empower women entrepreneurs in low- and middle-income regions.
Smart Marketing Innovations: The Role of AI-Driven Sustainable Marketing Strategies in Shaping Consumer Awareness, Trust and Purchase Intention
The quick adoption of artificial intelligence (AI) in marketing has opened up new avenues for promoting sustainability and shaping consumer behaviour. This research explores how AI-based sustainable marketing strategies impact consumer awareness, trust to buy eco-friendly products. A quantitative approach was used, collecting primary data from 102 consumers through a structured questionnaire. The analysis involved reliability testing, descriptive statistics, correlation, and regression analysis. The findings reveal that AI-driven sustainable marketing strategies have a significant positive influence on both consumer awareness and consumer trust. The results further indicate that consumer awareness and trust significantly impact purchase intention, with trust emerging as the stronger predictor of consumers’ willingness to purchase sustainable products. The study highlights that transparent and personalized AI-enabled sustainability communication enhances the credibility of green marketing efforts and reduces consumer skepticism. Overall, the study shows that responsible AI usage in marketing can significantly facilitate sustainable consumer behaviour.
Exploring Emotional Responses of Customer towards AI Enhanced E-Commerce Portals
Artificial intelligence (AI) technology has emerged as an influential force in the digital age, revolutionising the emotional connection and customer experience in e-commerce platforms. Examining how AI-related marketing elements affect consumers' emotional reactions in online buying settings is the goal of this article. The study used a descriptive research design and focusses on three independent variables; promotional advertising, AI credibility and level of personalisation, with the dependent variable being the customer's emotional response. The Primary data was collected from 696 respondents who were e-commerce customers using non-probability sampling techniques; Convenience and Snow-ball Sampling through a self-designed well-structured questionnaire. The research questionnaire comprised of two sections, were first section included the statements relating to Demographic factors and Behavioural factors of the respondents. The second section comprises of five statements each relating to three independent factors and one dependent factor using five-point Likert scale. The samples collected were analysed using advanced statistical tools with softwares IBM SPSS Version 23. The respondents' behavioural and demographic traits were summarised using descriptive statistics. One-way ANOVA was utilised to compare the emotional responses based on the behavioural characteristics of e-commerce customers and Cluster analysis was employed to categorise customers into similar categories based on their emotional responses and behavioural patterns. To ascertain the predictive impact of AI-related marketing variables on consumers' emotional engagement, logistic regression analysis was used. The Secondary data was collected by reviewing and analysing various Research articles and papers. The findings highlight that the Level of Personalisation and AI Credibility significantly enhance positive emotional engagement, while Promotional Advertising contribute variably towards various customer sections. The results emphasises that the growing AI-driven interactions in shaping customer perceptions and strengthening brand relationships in e-commerce portals. In spite of providing managerial insights for creating moral, data-driven, and emotionally appealing e-commerce strategies, this study adds to the existing literature by incorporating emotional analytics into AI-based marketing frameworks.
AI-Driven Financial Systems for Sustainable Economic Growth: Aligning Business Practices with Sustainable Development Goals (SDGs)
The rapid advancement of Artificial Intelligence (AI) has brought significant transformation in financial systems and modern business practices. AI-driven technologies are increasingly used in banking, accounting, financial analysis, risk management, fraud detection, and digital payment systems. These applications enhance operational efficiency, accuracy, and decision-making while contributing to sustainable economic growth. AI also plays a vital role in promoting financial inclusion, transparency, and long-term financial stability, thereby supporting global development objectives. This paper aims to examine the role of AI-driven financial systems in achieving sustainable economic growth by aligning business practices with the Sustainable Development Goals (SDGs), with special reference to SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). The study adopts a conceptual and descriptive research methodology based on secondary data collected from journals, research articles, reports, and published literature. The study highlights that AI-powered financial systems improve accessibility to financial services, reduce operational risks, enhance customer experience, and strengthen economic resilience. However, it also identifies challenges related to data privacy, ethical concerns, and governance issues in AI implementation. The paper concludes that responsible and ethical integration of AI in financial systems can act as a catalyst for sustainable economic growth when supported by proper regulatory frameworks and governance mechanisms.
Impact of Artificial Intelligence on Personalised Training and Professional Development of Employees
Personalised, data-driven learning experiences made possible by artificial intelligence (AI) have revolutionised professional development and employee training. The current study looks at how employee’s professional development and individualised training are affected by artificial intelligence. AI-driven personalisation of training materials, AI-based performance evaluation and feedback and AI-enabled learning support systems are the three main AI-driven components that are the subject of this study. Employee professional development is regarded as the dependent variable. This includes career advancement, skill improvement, knowledge improvement, training efficacy and job performance improvement. A self-designed well-structured questionnaire using a five-point Likert scale was designed to collect primary data from employees working in organizations that utilize AI-based training systems. The Friedman Rank Test is used to evaluate the relative effectiveness of AI factors, correlation analysis is used to evaluate the relationship between professional development and AI-driven training factors, regression analysis is used to assess the impact of AI components on employee professional development and descriptive statistics are used to examine the degree of AI adoption. The findings are expected to provide empirical evidence on the effectiveness of AI-driven Personalised training systems in enhancing employee growth and organizational performance. In order to optimise professional development outcomes, the study also provides useful recommendations for enhancing AI-based training techniques. This study offers an organised analytical framework for upcoming research on AI-enabled employee training and adds to the expanding corpus of literature on AI applications in HRD.
Cultural Change in Indian English Literary Works
The paper will analyze the deep cultural transformations that have been recorded in the Indian English literature that follow its evolution since the times it was used as a tool of the British colonial rule until it became a significant and native tool of culture. Through thematic changes between postcolonial and modern narratives, this study proves that Indian writers use the English language as cultural seismograph to document the current social transformation in the nation. The article explores the longstanding ideological struggle between traditional addressing orthodox ideals and the creeping modernity of the West, and the consequent collapse of the patriarchal joint family unit and the consequent rise of the individual and female agency in the city. Moreover, it discusses the emotional burden of globalization, transnational movement, and the experience of the diaspora by how modern heroes are struggling to find their identities by being culturally hybridized. A mixture of linguistic appropriation, the changing caste relationships and the psychological seclusion of the contemporary citizen shows that Indian English literature is a continuous cultural dialogue, and this paper will explain it. After all, in these literary works one can see that modern Indian identity is not a fixed monolith, but an ever shifting, hybridized entity created in the area of historical memory and globalized capitalism.
Avocado Model: Toward Sustainable Economic Forest Development in Highland Areas
Avocado (Persea americana Mill.) is an increasingly significant economic crop in Thailand, cultivated on more than 50,000 rai[1] predominantly in highland areas of northern Thailand, yet domestic production remains insufficient to meet demand. Highland farming communities face structural challenges, including prolonged monoculture dependence, climate variability, and limited access to quality germplasm and production technology. This paper presents the outcomes of the project "Extension of Safe Avocado Production Technology toward Sustainability in Highland Areas," funded by the Agricultural Research Development Agency (ARDA) for fiscal years 2024-2025. Implemented by the Department of Agriculture and a multi-institutional network across six northern provinces (Phetchabun, Phitsanulok, Tak, Mae Hong Son, Nan, and Uttaradit), the project comprised five core activities: (1) technical plan development; (2) establishment of superior varieties collection plots; (3) production of quality planting material; (4) technology dissemination to farmers; and (5) monitoring and evaluation. Quantitative outcomes included the establishment of 6 learning centers (18 rai), collection plots of more than 30 varieties, production of 15,000 grafted seedlings and 1,500 disease-free rootstocks, and training of 2,700 farmers across six provinces, covering a total cultivation area of 52 rai, comprising six community cooperative orchards and 46 mixed-cropping plots, of which 40 plots received Good Agricultural Practice (GAP) certification. Qualitative outcomes demonstrated a yield increase from 114 to 250–7,500 kg/rai, a price increase from THB 15–30 to THB 50–120/kg, and a reduction in pest and disease incidence exceeding 50%. The project contributed to forest encroachment reduction, sustainable land use, and achievement of multiple Sustainable Development Goals (SDGs 12, 13, 15, and 17). Key challenges included climate variability, sociocultural diversity among highland ethnic groups, and market uncertainty. Recommendations include the formulation of a national avocado strategy, the establishment of the Thailand Highland Avocado Standard (THAS), and continued investment in research and network development.