Journal of Asia Entrepreneurship and Sustainability
type: channel
description: The Journal of Asia Entrepreneurship and Sustainability (JAES) is an international, peer-reviewed, open-access academic journal focused on advancing research at the intersection of entrepreneurship and sustainable development across Asia. The journal provides a scholarly platform for exploring how innovation, enterprise, and policy contribute to inclusive economic growth and environmental sustainability in diverse regional contexts. Publisher: Asia Academic Press Language of edition: English. Founded: 2005 ISSN: e-1176- 8592, p-1177-4541 Frequency: From 2005-2025:- Quarterly but From 2026:- Monthly Open Access Peer-Reviewed
language: en
publication name: Journal of Asia Entrepreneurship and Sustainability
issn: 1176-8592
items: Understanding Farmers’ Continuance Intention To Use The Electronic National Agriculture Market (E-NAM): A Theory Of Planned Behaviour Perspective
items: Influence of cognitive dissonance on Maritime Industry Safety Culture, Marine Accidents & Casualty, Human Factor and Safety Engineering
items: The Study Of Perception Gap Towards Qualty Services Between Hospital Employees And Patients: A Sustainability Perspective --With Special Reference To Govt. Hospitals In Vsp City.
items: Role Of Green HRM In Reducing Workplace Carbon Footprint: An Empirical Study
items: Risk Tolerance and the Adoption of Stop-Loss Strategies among Retail Investors in the Indian Stock Market
items: Driving Forces of Sustainable Education: A Case Study representing Sustainable Primary Education in the District of North Parganas
items: Impact of AI-Driven Personalized Social Media Advertising on FMCGs Purchase Intention
items: Emerging Financial Scams In The Indian Banking Sector: Challenges And RBI’s Preventive Framework
items: Bridging The Intention–Action Gap: Psychological And Contextual Determinants Of Social Entrepreneurial Intention Among University Students
items: Entrepreneurial Marketing Strategies and Business Innovation: A Study of Market Orientation and Opportunity Recognition in Emerging Economies
items: Adoption of Industry 4.0 Technologies in E-Retailer Supply Operations and its Implications for Customer satisfaction and Sustainability
items: Assessment of Private Banking Sector’s ESG initiatives towards Sustainable Entrepreneurship in India
items: Post-mortem of Digital Wealth Platforms: A Synthesis and New Framework for User Engagement and Value Creation
items: MODELLING INTENTION AND TRUST IN AI-BASED DIGITAL PAYMENTS FOR SUSTAINABLE RURAL ENTREPRENEURSHIP AND FINANCIAL INCLUSION: A SEM STUDY IN RURAL DELHI NCR (ASIA)
items: Integrating AI into Human Resource Management: Implications for Recruitment and Retention
items: Mapping Private Sector Engagement in Climate Finance: A Systematic Review and Topic Modelling Analysis
items: Sustainable Governance And Cooperative Federalism: Fostering Innovation And Growth In India's Entrepreneurial Ecosystem
items: Conventional Marketing: The Unconventional Way- Reconceptualising Guerrilla Use of Traditional Media
items: https://www.asiaentrepreneurshipjournal.com/index.php/jaes/article/view/131
items: Personalized Meal Planning for Fitness Goals Using Linear Programming and Machine Learning
items: Mindfulness As A Human Capital Capability For Sustainable Service Entrepreneurship: Evidence From Healthcare Enterprises In India
items: Strategic Cost Management and Financial Value Creation: A Sectoral Analysis of Manufacturing Firms in Developing Countries
items: Deficiencies In Existing Curriculum Models and Entrepreneurial Intentions in Ghana: The Mediation Roles of Students’ Intrinsic Motivation and Risk Tolerance.
items: Green Startups and Sustainable Finance: An Indian Perspective
items: Mapping University-Led Environmental Citizenship and Its Implications for Sustainable Entrepreneurship: A Bibliometric Analysis
items: Systematic Literature Review on the Relationship between Employee Engagement and Artificial Intelligence
items: EVOLVING TOWARD IMPACT: A THEMATIC SYNTHESIS AND CONCEPTUAL MODEL OF SUSTAINABILITY MATURITY IN BUSINESS
items: CUSTOMER ENGAGEMENT FOR SUSTAINABLE ENTREPRENEURSHIP: DRIVING LONG-TERM SME GROWTH IN EMERGING ASIAN ECONOMIES
items: Strategic Entrepreneurship in the Digital Era: Integrating Innovation, Technology Adoption, and Sustainable Business Practices for Competitive Advantage
items: Workforce Sustainability as a Strategic Resource for Retail Enterprises in Emerging Asia: A Systematic Review of Generational Retention and Well-Being Drivers

Understanding Farmers’ Continuance Intention To Use The Electronic National Agriculture Market (E-NAM): A Theory Of Planned Behaviour Perspective
type: item
description: The Electronic National Agriculture Market (e-NAM) was introduced to enhance transparency, efficiency, and market integration in agricultural marketing in India; however, sustained participation by registered farmers remains a critical concern. This study examines the factors influencing farmers’ continuance intention to use e-NAM by applying the Theory of Planned Behaviour (TPB) in a post-adoption context. Using a quantitative research design, primary data were collected through a structured questionnaire from 120 registered e-NAM farmers across four regulated market committees in Odisha. The data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) with Smart-PLS, following a two-stage evaluation of the measurement and structural models. The results indicate that attitude toward e-NAM and perceived behavioural control have significant positive effects on farmers’ continuance intention, whereas subjective norm does not exert a statistically significant influence. These findings suggest that farmers’ continued engagement with e-NAM is driven primarily by favourable evaluations of the platform and their perceived ability to use it effectively, rather than by social pressure. The study extends the application of TPB to digital agricultural marketing in a continuance setting and provides empirical evidence from a rural, developing-economy context. From a practical perspective, the findings highlight the need for policymakers and implementing agencies to move beyond registration-focused metrics and prioritise user experience, digital capability enhancement, and infrastructural support to ensure the long-term sustainability of e-NAM and similar digital agriculture initiatives.
subject: Articles
  topic: section
subject: Electronic National Agriculture Market (e-NAM)
  topic: keywords
subject: Theory of Planned Behaviour
  topic: keywords
subject: SmartPLS-SEM
  topic: keywords
subject: Digital Agriculture Marketing
  topic: keywords
subject: Continuance Intention
  topic: keywords
creator: Toffan Sahu
creator: Dr. Vilas
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 72
ending page: 84
doi: 10.69980/sa797h11

Influence of cognitive dissonance on Maritime Industry Safety Culture, Marine Accidents & Casualty, Human Factor and Safety Engineering
type: item
description: Even when all sorts of improvements and innovations are made regarding maritime technology and regulation, marine accidents and marine victims remain a thorn in the flesh, and human related factors are often pointed out as the major causes. It is therefore necessary to have an insight on the interplay between cognitive behaviour and organizational conditions and system design, as well as determine the impact of these factors on safety outcomes. The purpose of this study is to investigate the effects of cognitive and human-related variables on the maritime safety culture, marine accidents and victims, and safety engineering practice by conducting a qualitative review on the secondary data. The study takes the form of a narrative review because the study will utilize peer-reviewed journal articles, analytical reviews, and research books that focus on maritime safety and safety science. The major academic databases were searched and identified using relevant literature and analysed through a thematic and interpretative approach. The review concentrated on evidence synthesis of the evidence that touches on cognitive strain, human error, psychosocial pressures, safety culture, and human-system interaction in maritime operations. The results have shown that the maritime accidents are not often related to isolated human errors, but rather manifested as cumulative cognitive load, behavioural adjustment, and organizational circumstances of normalization of unsafe practices. Cognitive vulnerabilities and risk of accidents were found to be encouraged by weak safety cultures, inadequate reporting systems, and production-oriented priorities. In addition, new developments in automation and safety engineering have changed the exposure of human risks through the increased cognitive workload and new challenges of human-system interaction. The research also outlines the drawbacks of mainly proactive safety management strategies that are based on post-incidence examination. This study…
subject: Articles
  topic: section
subject: Maritime safety
  topic: keywords
subject: Human factors
  topic: keywords
subject: Cognitive behaviour
  topic: keywords
subject: Safety culture
  topic: keywords
subject: Marine accidents
  topic: keywords
subject: Safety engineering
  topic: keywords
subject: Human–system interaction
  topic: keywords
creator: Capt. Vivek Trivedi
creator: Dr. Vijaykumar D. Patel
creator: Dr. Kishore Barad
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 64
ending page: 71
doi: 10.69980/mwqydm26

The Study Of Perception Gap Towards Qualty Services Between Hospital Employees And Patients: A Sustainability Perspective --With Special Reference To Govt. Hospitals In Vsp City.
type: item
description: This study observes gaps in service quality (SQ) and patient satisfaction in the government hospitals of Visakhapatnam, India, through the SERVQUAL model. The study also explains these gaps in the light of sustainable service innovation with the aim of determining the institutional improvement priorities within the public healthcare systems. A survey was conducted on 300 respondents with patients, doctors, nurses and administrative staff being the sample population. A questionnaire that was structured around the five dimension of SERVQUAL namely, Empathy, Responsiveness, Assurance, Reliability and Tangibility, was used. The analysis of data was done via SPSS in form of descriptive statistics, correlation analysis and gap analysis. The findings indicate that there are highly negative discrepancies in all dimensions of SQ with the patient expectations being higher than the perceptions. The greatest gap was observed in responsiveness whereas the strongest positive correlation with patient satisfaction was observed in Assurance. The level of expectation-perception gaps had a negative relationship with the level of fulfillment, which proved the importance of SQ in the performance of institutions. The results indicate that gaps in SQ may serve as sustainable and inclusive institutional innovation in governmental health services where populations with lower incomes are served. Long-term sustainability and trust in the institution can be reinforced by improving the competence of staff, efficiency of processes, and responsiveness of the institution. SERVQUAL is a strategic diagnostic tool because it can help government hospitals to implement reforms driven by innovation, enhance the efficiency of its operations, and foster inclusive and sustainable healthcare provision.
subject: Articles
  topic: section
subject: Sustainable Service Innovation
  topic: keywords
subject: Inclusive Healthcare Systems
  topic: keywords
subject: Social Value Creation
  topic: keywords
subject: SERVQUAL
  topic: keywords
subject: Patient Satisfaction
  topic: keywords
subject: Public Sector Sustainability
  topic: keywords
creator: Dr.D.Vijaya Lakshmi
creator: Dr.Chamoli Anjana
creator: Dr. Nagavali Patelkhana
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 30
ending page: 40
doi: 10.69980/ac451e83

Role Of Green HRM In Reducing Workplace Carbon Footprint: An Empirical Study
type: item
description: Climate change & increased carbon emissions, industries have had to acclimate the way they do things to be more environmental-friendly. The carbon footprint of a workplace includes the emissions that come from using power, traveling, using paper, and doing business. Green Human Resource Management (GHRM) is denoted HR policies & practices which encourage employees to be accountable with the environment & usage of resources in a way that it is beneficial for the environment. Environmental sustainability has become an important concern for establishments worldwide. GHRM integrates eco-friendly management into HR practices to help sustainable workplace performance. The current empirical research examines the role of Green HRM Practices in reducing workplace carbon footprint (WCF). A structured questionnaire was managed to get 174 employee’s responses from various industries. Statistical tools applied like reliability (cronbach’s alpha) analysis, descriptive test statistics, correlation &regression test analysis along-with ANOVA were used. The findings also revealed that GHRMP significantly contribute to reducing Carbon Footprint Reduction (C.F.Red) by encouraging sustainable employee performance. The research highlights the strategic significance of HR policies in accomplishing environmental sustainability objectives.
subject: Articles
  topic: section
subject: Sustainable HR Practices
  topic: keywords
subject: Green HRM Practices
  topic: keywords
subject: Employee Awareness (E.Awa)
  topic: keywords
subject: Carbon Footprint Reduction (C.F.Red)
  topic: keywords
subject: Environmental Sustainability
  topic: keywords
creator: Paras Gupta
creator: Dr. Gaurav Jaiswal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 55
ending page: 63
doi: 10.69980/a0sfze37

Risk Tolerance and the Adoption of Stop-Loss Strategies among Retail Investors in the Indian Stock Market
type: item
description: This paper examines the association between risk tolerance and the usage of stop-loss strategies by retail investors in the Indian stock market. The paper uses primary data collected from 72 investors using a structured questionnaire with five-point Likert scales and employs correlation analysis and ordinal logistic regression to examine the hypotheses. The results indicate that higher risk as a predictor of stop-loss usage is significant, but self-identified risk profile is not significant. Moreover, behavioral response to market downturns is identified as a robust predictor of disciplined stop-loss strategy, accounting for a larger variance than general risk tolerance metrics. The results indicate that dynamic behavioral responses to market volatility have a more significant impact on the adoption of formal risk management strategies than static risk identity. This paper makes a contribution to the literature on behavioral finance by indicating that disciplined protective action is linked to active risk engagement rather than risk tolerance.
subject: Articles
  topic: section
subject: Risk Tolerance
  topic: keywords
subject: Stop-Loss Strategy
  topic: keywords
subject: Retail Investors
  topic: keywords
subject: Behavioural Finance
  topic: keywords
subject: Adoption
  topic: keywords
creator: Manoj Kumar Yadav
creator: Prof (Dr.) Preeti Sharma
creator: Poonam Tomar Yadav
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 23
ending page: 29
doi: 10.69980/kp4q9a68

Driving Forces of Sustainable Education: A Case Study representing Sustainable Primary Education in the District of North Parganas
type: item
description: The global context of education has brought a new dimension to development education to build an inclusive sustainable future. Educational Interventions in the form of developmental education builds a sense of consciousness, skills of analysis and understanding, along with efficiency to promote sustainability and justice. Sustainability includes a wide range of parameters including environmental factors, social and cultural factors, which can only be attained by creating awareness and empower the learners to take responsibility to bring a transition, brought through this sustainable, education system. This can be attained through development education which is needed to address the inequalities and social injustice embedded in our society. This paper is based on a model which shows that the three factors ‘people– planet - profit’ (socio – economic - environmental) framework which is being adopted to study the complexities of different aspects of Primary Education system in West Bengal. The sustainable education based on this framework would imply the three basic factors i.e. sustainable educational policies, enhance the competency of teachers, learners and other stakeholders in the society and enrich the socio-environmental eco-system of educational institutions to attain the desirable sustainable outcome. This framework is being applied to see whether surveyed data from different primary schools of different villages in North 24 Parganas of West Bengal, would lead to sustainable education. This paper incorporates the three factors from the model and the corresponding transformation that it can bring about through these factors of education to attain sustainability in primary education system. Results show the Issues of Driver 1 represent, Information on Quality Indicators which is represented by the availability of learning resources, Issues of Driver 2 represent the community participation from various categories of students, represented by the engagement of vario…
subject: Articles
  topic: section
subject: Sustainability
  topic: keywords
subject: Development, Education
  topic: keywords
subject: Knowledge
  topic: keywords
subject: Environment
  topic: keywords
creator: DR. Sweta Mondal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 11
ending page: 22
doi: 10.69980/h1e3vf46

Impact of AI-Driven Personalized Social Media Advertising on FMCGs Purchase Intention
type: item
description: This study examines the impact of AI-driven personalized social media advertising on purchase intention toward fast-moving consumer goods (FMCG). With the increasing integration of artificial intelligence into digital marketing practices, personalized advertising has emerged as a strategic tool for influencing consumer behavior in highly competitive online environments. The research adopts a descriptive and analytical research design to explore how AI-enabled personalization affects consumers’ perceptions of advertisement relevance, engagement, trust, brand awareness, and their subsequent intention to purchase FMCG products. Primary data were collected from 155 social media users through a structured questionnaire administered online. The collected data were analyzed using percentage analysis, descriptive statistics, and the Chi-square test to examine associations between key variables. The findings reveal that AI-driven personalized social media advertisements are perceived as highly relevant and engaging, significantly enhancing brand awareness and positively influencing purchase intention. The results further indicate a meaningful association between exposure to personalized advertisements and consumers’ intention to purchase FMCG products, highlighting the behavioral impact of AI-enabled marketing strategies. The study also emphasizes the importance of ethical and transparent use of consumer data, as trust plays a crucial role in determining the effectiveness and sustainability of AI-driven advertising practices. From an entrepreneurial perspective, the findings suggest that AI-driven personalization offers a cost-effective and scalable marketing approach for FMCG firms and small and medium enterprises to optimize marketing resources and strengthen consumer relationships. Overall, the study contributes empirical insights into the role of AI-driven personalized social media advertising in shaping consumer purchase intention and supports its relevance for sustaina…
subject: Articles
  topic: section
subject: Artificial Intelligence
  topic: keywords
subject: Personalized Advertising
  topic: keywords
subject: Social Media Marketing
  topic: keywords
subject: FMCG
  topic: keywords
subject: Purchase Intention
  topic: keywords
creator: Abisha Lalini V
creator: Dr.C.L. Jeba Melvin
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-28
publication date: 2026-02-28
starting page: 01
ending page: 10
doi: 10.69980/982e4w96

Emerging Financial Scams In The Indian Banking Sector: Challenges And RBI’s Preventive Framework
type: item
description: The digital transformation of India’s banking sector has significantly enhanced convenience, financial inclusion, and efficiency. However, this evolution has been accompanied by a sharp rise in emerging financial scams such as UPI frauds, phishing attacks, account takeover frauds, and deceptive digital lending platforms, which pose systemic risks to customers and financial institutions alike. Recent data indicates a surge in digital frauds, including UPI scams reported at ₹485 crore in a half-year period and substantial cyber fraud losses of over ₹11,000 crore in nine months of 2024, underscoring the prevalence of technology-driven frauds. (AajTak)1 These scams have eroded customer trust and highlighted vulnerabilities in authentication, cyber security, and financial literacy. This article investigates the rising incidence and nature of financial scams, assessing their negative impact on banking stability, customer confidence, and digital adoption. It further examines the Reserve Bank of India’s (RBI) preventive framework, including regulatory reforms such as mandatory cyber security measures, real-time fraud monitoring, zero-liability norms for prompt reporting, and domain authentication for banks. (The Economic Times)2. Through a critical review of policy responses and literature, the paper identifies gaps in current fraud prevention mechanisms, particularly in customer awareness and coordinated industry reporting systems. The study proposes enhanced technological solutions, regulatory coordination, and financial literacy initiatives to bolster fraud resistance. The findings contribute to a deeper understanding of evolving fraud patterns and provide actionable insights for regulators, banks, and policymakers to strengthen resilience and preserve trust in India’s digital banking ecosystem.
subject: Articles
  topic: section
subject: Digital Banking Fraud, UPI Scams, Phishing, RBI Regulatory Reforms, Cybersecurity, Customer Trust
  topic: keywords
creator: Dr. Richa Singhal
creator: Priyanka Bargujar
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-27
publication date: 2026-02-27
starting page: 44
ending page: 54
doi: 10.53555/jaes.v22i2.151

Bridging The Intention–Action Gap: Psychological And Contextual Determinants Of Social Entrepreneurial Intention Among University Students
type: item
description: Despite increasing interest in social entrepreneurship, many students who express prosocial values do not translate intention into venture creation. Drawing on the Theory of Planned Behavior (TPB) and Social Cognitive Theory, this study examines psychological and contextual antecedents associated with Social Entrepreneurial Intention (SEI)-related dispositions among 713 university students. Exploratory factor analysis identifies four constructs: Empathy, Moral Obligation, Self-Efficacy, and Perceived Support. The overall scale demonstrates good reliability (α = .833), though factor-level reliability varies. Students report strong moral obligation (M = 3.984) and self-efficacy (M = 3.917), but lower perceived support (M = 3.459). Correlation analysis shows moderate positive associations among all constructs, indicating theoretical coherence but construct distinctiveness. Findings reveal a clear intention–action gap, where internal motivation is not matched by perceived environmental support. The study contributes by positioning perceived support as a critical environmental enabler within SEI models and offers implications for entrepreneurship education, institutional design, and youth policy.
subject: Articles
  topic: section
subject: Social entrepreneurial intention
  topic: keywords
subject: empathy
  topic: keywords
subject: moral obligation
  topic: keywords
subject: self-efficacy
  topic: keywords
subject: perceived support
  topic: keywords
subject: TPB
  topic: keywords
creator: Dr. Monalika Dey
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-26
publication date: 2026-02-26
starting page: 40
ending page: 43
doi: 10.69980/2wr72934

Entrepreneurial Marketing Strategies and Business Innovation: A Study of Market Orientation and Opportunity Recognition in Emerging Economies
type: item
description: Entrepreneurial firms operating in emerging economies increasingly rely on adaptive marketing strategies to navigate market uncertainty and resource constraints. This study examines the influence of entrepreneurial marketing strategies on business innovation, with a specific focus on the roles of market orientation and opportunity recognition. Drawing on established entrepreneurship and marketing theories, the study adopts a quantitative research design using secondary data derived from the Entrepreneurship Decision Dataset and the Federated Startup and Entrepreneurship Dataset. Relevant variables from both sources were integrated to construct a combined dataset comprising 25 entrepreneurial firms operating in emerging market contexts. Market orientation was operationalized through indicators capturing competitive awareness and market responsiveness, while opportunity recognition was measured using growth and investment-related indicators. Business innovation was assessed through innovation level and business model strength. The empirical analysis employed descriptive statistics, correlation analysis, and regression-based techniques to test the proposed relationships. The findings reveal that market orientation has a significant positive effect on business innovation and opportunity recognition. Furthermore, opportunity recognition were found to positively influence innovation outcomes and to mediate the relationship between market orientation and business innovation. These results underscore the process-oriented nature of entrepreneurial marketing, demonstrating that market-driven strategies enhance innovation primarily when firms are able to recognize and exploit emerging opportunities. The study contributes to the entrepreneurial marketing literature by empirically integrating market orientation and opportunity recognition within a unified framework, offering valuable insights for entrepreneurs and policymakers seeking to foster innovation-driven growth in emergi…
subject: Articles
  topic: section
subject: Entrepreneurial marketing
  topic: keywords
subject: Market orientation
  topic: keywords
subject: Opportunity recognition
  topic: keywords
subject: Business innovation
  topic: keywords
subject: Emerging economies
  topic: keywords
creator: Dr. Abhilash N
creator: Shilpi Dubey
creator: Raj Kumar Singh
creator: Dr. Mohammad Zia
creator: Dr. Amit Kansal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-25
publication date: 2026-02-25
starting page: 14
ending page: 23
doi: 10.69980/xxv3et76

Adoption of Industry 4.0 Technologies in E-Retailer Supply Operations and its Implications for Customer satisfaction and Sustainability
type: item
description: The rapid expansion of e-commerce across Asian markets has intensified operational and environmental pressures on e-retail SMEs, particularly within last-mile logistics. This study examines how Industry 4.0 (Quality 4.0) technologies influence operational efficiency and sustainability performance in supply chain management. Positioned within the broader discourse on digital innovation and sustainable enterprise development, the study conceptualizes technology adoption as a strategic capability that enables SMEs to enhance competitiveness while advancing environmentally responsible practices. A quantitative research design was employed using survey data collected from 60 professionals engaged in e-retail supply chain operations. Reliability analysis, exploratory factor analysis, and multiple regression were conducted to evaluate the relationships between digital transformation practices and performance outcomes. Four key dimensions of Industry 4.0 adoption were identified: delivery and demand planning improvements, last-mile delivery enhancements, tracking and monitoring systems, and reliability and delivery quality improvements. The findings reveal that operational efficiency is primarily driven by demand planning and digital visibility mechanisms, whereas sustainability performance is significantly influenced by last-mile delivery optimization, tracking systems, and delivery reliability. The results indicate that digital technologies support dual performance objectives, but through differentiated operational pathways. The study contributes to the understanding of how technology-enabled innovation strengthens both efficiency and sustainability in SME-led e-retail ecosystems, offering strategic implications for entrepreneurs and managers seeking to balance competitiveness with green supply chain practices.
subject: Articles
  topic: section
subject: Sustainable entrepreneurship
  topic: keywords
subject: Asian SMEs
  topic: keywords
subject: Industry 4.0
  topic: keywords
subject: Digital innovation
  topic: keywords
subject: Green logistics
  topic: keywords
subject: Supply chain sustainability
  topic: keywords
creator: Dr. Alex Nero
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-24
publication date: 2026-02-24
starting page: 01
ending page: 13
doi: 10.69980/mjsyyy10

Assessment of Private Banking Sector’s ESG initiatives towards Sustainable Entrepreneurship in India
type: item
description: Sustainable Entrepreneurship is emerging as a crucial approach for the Asian emerging economies to achieve sustainable development. The emerging Asian Economies are mandating the banks including private sector banks (PvSBs) to balance profitability with sustainability issues. The banks are also shaping the capital innovation and long-term business sustainability. This study examines the sustainability practices of PvSBs towards environment, social, and governance (ESG) mandates towards sustainable entrepreneurship (SE) and small and medium enterprises (SME). This research selected the sample of six leading private banks and evaluates the impact of ESG indicators on profitability indicators viz. Return on Assets (ROA) and Return on Equity (ROE) relevant to SE and SME for inclusion. The ESG indicators are examined using nine indicators aligned with SEBI’s Business Responsibility and Sustainability Report (BRSR). The regression modelling is utilized to analyse the relationships. The analysis reveals that governance and social dimensions strengthen inclusive growth SE and SME lending. While, environmental performance, depicts a negative impact due to higher compliance costs. These findings suggest that ESG for private banks is no longer peripheral and these are reshaping dynamics of banks. The private banks internalizing ESG as part of their core strategy are better positioned as they are able to mitigate risks and attract investors customers.
subject: Articles
  topic: section
subject: Private Sector Banks, ESG, Financial Performance, emerging, Asian Economies, Sustainable entrepreneurship
  topic: keywords
creator: Vipul Gupta
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-04
publication date: 2026-02-04
starting page: 341
ending page: 349
doi: 10.53555/jaes.v22i1.139

Post-mortem of Digital Wealth Platforms: A Synthesis and New Framework for User Engagement and Value Creation
type: item
description: Moderate research has been done on the financial advisory and wealth management robo-integrated platforms and apps ever since the AIs invasion. Of all those investigations, only the relevant ones are chosen to critically examine gaps and highlight determinants followed to understand the user engagement. Through a systematic review, it is identified that platform user engagement was treated as either static and short-term behaviour, or an evolving process, happens with implicit parameters. The paper adopted a hybrid review approach that combines the rigor of a PRISMA-guided (Page, et al., 2021) systematic search with deeper meta-theoretical critique and constructive theory-building. For this purpose, 1,456 records from Scopus and Web of Science were initially screened and after due filters final number got settled at 126 high-quality (Q1/Q2) studies that were published between 2015 and 2025. The analysis reveals six key thematic clusters: adoption and trust barriers, personalisation and algorithmic efficiency, gamification and nudges, human-AI integration and anthropomorphism, explainability and ethical concerns, and the rising concern for sustainability. Furthermore, four core meta-theoretical fractures ontological (individual Vs. relational views of value), epistemological (positivist Vs. interpretivist leanings), axiological (efficiency Vs. empowerment Vs. societal benefit), and consistent evidence were scanned. In addition, a new integrated framework is proposed to delve on the value engagement and value creation for such platforms in future. This model is likely to unify hitherto theoretical dichotomy and guide in designing transparent, hybrid, and sustainable platforms while underscoring the need for standards and responsible nudge practices.
subject: Articles
  topic: section
subject: Digital wealth platforms, Robo-advisors, User engagement, Value creation, Value Engagement Model (VEM)
  topic: keywords
creator: Mrs. Vandana Hinduja
creator: Dr. Ninad Gawande
creator: Dr. Kota Madhusudhana Rao
creator: Dr P.C.K. Rao. Professor
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2026-02-02
publication date: 2026-02-02
starting page: 350
ending page: 384
doi: 10.53555/jaes.v22i1.137

MODELLING INTENTION AND TRUST IN AI-BASED DIGITAL PAYMENTS FOR SUSTAINABLE RURAL ENTREPRENEURSHIP AND FINANCIAL INCLUSION: A SEM STUDY IN RURAL DELHI NCR (ASIA)
type: item
description: Adoption of AI-based digital payment systems plays a crucial role in advancing sustainable rural entrepreneurship, financial inclusion, and inclusive economic participation in emerging Asian economies. This study investigates the factors influencing the adoption of AI-enabled digital payments in rural Delhi NCR by extending the Technology Acceptance Model to include trust and perceived security as key socio-psychological determinants. AI-based digital payments are examined as an essential component of entrepreneurial infrastructure supporting rural microenterprises, informal entrepreneurs, and resilient economic activity. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), the study analyses survey data collected from 453 rural respondents who were users or had awareness of digital payment platforms. Findings indicate that trust particularly trust in AI-driven payment security has a strong and significant influence on attitudes and intentions to adopt digital payment systems, highlighting its importance for rural entrepreneurial transactions and microenterprise sustainability. Perceived security emerges as the most influential driver of adoption, while knowledge and awareness of AI technology do not directly affect intention to use, suggesting that practical usability and experiential confidence outweigh awareness alone in rural contexts. Results further demonstrate the role of secure and user-friendly digital payment systems in strengthening financial inclusion, enterprise resilience, and sustainable digital economic development across rural Asia. Policy and managerial implications are drawn for policymakers, financial institutions, and fintech providers seeking to design entrepreneur-friendly AI-based digital payment ecosystems that promote sustainable rural entrepreneurship and inclusive growth in emerging economies.
subject: Articles
  topic: section
subject: Sustainable Entrepreneurship, Financial Inclusion, AI-Based Digital Payments, Rural Innovation, Trust and Security, Emerging Economies (Asia)
  topic: keywords
creator: Ms. RITU RANA
creator: Dr. SHWETA GOEL
creator: , Dr. SUNIL KUMAR ROY
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-02
publication date: 2026-02-02
starting page: 313
ending page: 326
doi: 10.53555/jaes.v22i1.136

Integrating AI into Human Resource Management: Implications for Recruitment and Retention
type: item
description: Artificial Intelligence (AI) is increasingly transforming Human Resource Management (HRM) by enabling data-driven, automated, and predictive decision-making across the employee lifecycle. This review article examines how the integration of AI into HRM reshapes recruitment and employee retention, two critical functions for organizational sustainability and competitive advantage. Drawing on an extensive body of interdisciplinary literature, the review synthesizes conceptual, empirical, and ethical perspectives on AI-enabled HR practices. The analysis highlights how AI applications such as algorithmic screening, automated interviews, people analytics, and predictive retention models enhance efficiency, consistency, and strategic alignment in HR decision-making. At the same time, the review identifies significant challenges related to fairness, transparency, algorithmic bias, employee perceptions, and human autonomy. The findings emphasize that the effectiveness of AI in HRM depends not only on technological sophistication but also on human-centered implementation, ethical governance, and contextual sensitivity. By integrating insights across recruitment, retention, and algorithmic management, this review addresses fragmentation in existing research and identifies key theoretical, methodological, and contextual gaps. The article concludes by outlining future research directions aimed at advancing responsible, sustainable, and human-centric AI adoption in HRM.
subject: Articles
  topic: section
subject: Artificial Intelligence, Human Resource Management, Recruitment, Employee Retention, Algorithmic Decision-Making
  topic: keywords
creator: Dr. D.Vaishnavi
creator: Dr. Veena Hada
creator: Dr Ruchi Sharma
creator: Dr. Gurpreet Singh
creator: Raj Kumar Singh
creator: Dr. Shilpa Bhingardive
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-02-02
publication date: 2026-02-02
starting page: 299
ending page: 312
doi: 10.53555/jaes.v22i1.135

Mapping Private Sector Engagement in Climate Finance: A Systematic Review and Topic Modelling Analysis
type: item
description: Private sector actors are increasingly recognised as critical contributors to climate finance, particularly as public funding alone remains insufficient to meet global climate goals. While governments and international organisations promote green and sustainable finance frameworks, academic research on private sector climate finance remains fragmented. This article analyses the existing literature on private sector climate finance to identify dominant research themes and uncover gaps for future investigation. A Systematic Literature Review (SLR) was conducted on 27 peer-reviewed journal articles selected from the Scopus database. The review reveals a rapid growth in scholarly interest since 2022, with most studies relying on quantitative secondary data. Topic-modelling using orange software identifies four major themes: corporate and capital-market-based climate finance instruments, private investment mobilisation for climate action, public–private interactions in climate finance, and governance and institutional determinants. The findings show strong emphasis on mitigation-oriented finance and risk–return considerations, while climate adaptation, local-level finance, and distributional outcomes remain underexplored. Future research should focus on adaptation finance, firm-level behavioural drivers, and the role of institutional quality in mobilising private capital. Policymakers are encouraged to strengthen governance frameworks and de-risking mechanisms to enhance private sector participation in climate finance.
subject: Articles
  topic: section
subject: Climate Finance, Private Sector Engagement, Green Financial Instruments, Mitigation and Adaptation, ESG Performance, Systematic Literature Review, Topic Modelling
  topic: keywords
creator: Sibani Jena
creator: Velmurugan P.S.
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-31
publication date: 2026-01-31
doi: 10.53555/jaes.v22i1.134

Sustainable Governance And Cooperative Federalism: Fostering Innovation And Growth In India's Entrepreneurial Ecosystem
type: item
description: This paper explores the role of federal governance in fostering sustainable entrepreneurship in India. With a focus on the relationship between the Union and State governments, the paper examines how India’s federal system enables businesses to align with national sustainability goals while adapting to local conditions. The paper discusses the growing importance of green enterprises, social enterprises, and inclusive business models in addressing India’s environmental, social, and economic challenges. By analysing the strategic role of SMEs in driving sustainable growth, the paper highlights the critical contribution of small and medium-sized enterprises (SMEs) to both economic development and environmental sustainability. The paper also investigates federal policies that support sustainable business practices, such as corporate social responsibility (CSR) mandates, green energy incentives, and inclusive innovation schemes. Through case studies of successful SMEs that have integrated sustainability into their operations, the paper provides practical insights into how businesses can contribute to sustainable development. Further, the paper examines how Centre-State dynamics affect policy decisions on business ethics and CSR, emphasizing the need for greater coordination between the Centre and States to create a cohesive framework for promoting sustainable entrepreneurship. The S.R. Bommai jurisprudence and other judicial interpretations are explored to understand their role in shaping a cooperative federal environment for sustainable economic development. In conclusion, the paper argues that strengthening cooperative federalism and fostering collaboration between the Centre and States will be key to driving India’s green economy, ensuring that entrepreneurial ecosystems thrive while contributing to both economic prosperity and sustainability.
subject: Articles
  topic: section
subject: Sustainable Entrepreneurship; Federal Governance; Corporate Social Responsibility (CSR); Green Business Models; Small and Medium-Sized Enterprises (SMEs)
  topic: keywords
creator: Prof.(Dr) SK Bose
creator: Mr. Deepak Bansal
creator: Ms Kritika
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-31
publication date: 2026-01-31
starting page: 272
ending page: 287
doi: 10.69980/genpf728

Conventional Marketing: The Unconventional Way- Reconceptualising Guerrilla Use of Traditional Media
type: item
description: Sustainable entrepreneurship has become a critical concern for small and medium-sized enterprises (SMEs), particularly in Asian and emerging-market contexts where firms operate under severe resource constraints and institutional complexity. Conventional marketing approaches are often financially prohibitive for such firms, limiting their ability to achieve visibility, growth, and long-term sustainability. Against this backdrop, this study reconceptualises guerrilla marketing as a sustainable entrepreneurial strategy rather than a set of unconventional promotional tactics. Adopting a conceptual research design, the study synthesises practitioner insights, contemporary academic literature, and illustrative cases to develop a sustainability-oriented guerrilla entrepreneurship framework. The results identify three interrelated dimensions-economic, social, and ethical sustainability-embedded within guerrilla marketing practices. The framework further demonstrates how conventional media channels, including print, direct mail, and outdoor advertising, can be transformed through guerrilla principles to generate engagement, brand differentiation, and entrepreneurial resilience without disproportionate resource expenditure. By advancing propositional linkages between guerrilla strategies and sustainable SME outcomes, the study contributes to entrepreneurship and sustainability literature by integrating marketing innovation with ethical and inclusive growth. The findings are particularly relevant for Asian SMEs seeking cost-efficient, context-sensitive, and responsible pathways to sustainable competitiveness. The study offers theoretical insights and practical implications for entrepreneurs, policymakers, and scholars concerned with innovation-driven sustainability in resource-constrained environments.
subject: Articles
  topic: section
subject: Sustainable entrepreneurship, Guerrilla marketing, SMEs, Innovation, Asia, Ethical marketing
  topic: keywords
creator: Garima
creator: Prof. Pardeep Kumar Ahlawat
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-31
publication date: 2026-01-31
starting page: 262
ending page: 271
doi: 10.53555/jaes.v22i1.132

https://www.asiaentrepreneurshipjournal.com/index.php/jaes/article/view/131
type: item
title: DIGITAL PLATFORM SUSTAINABILITY IN ASIA’S OTT ECOSYSTEM: THE MEDIATING ROLE OF SATISFACTION BETWEEN IS SUCCESS AND MULTI-STAGE LOYALTY (IMPLICATIONS FOR DIGITAL ENTREPRENEURSHIP AND PLATFORM-BASED INNOVATION)
description: Over-the-top (OTT) is a streaming service for video and media content, such as films, shows, web series, personalized television, and documentaries, delivered to customers via the Internet. OTT platforms constitute a central component of Asia’s platform-based entrepreneurial ecosystem, operating through subscription-driven digital business models that rely on user retention for their long-term sustainability. In the Indian OTT market, global platforms such as Netflix and Amazon Prime Video coexist alongside regional and language-focused ventures such as JioHotstar, Zee5, aha, and Hoichoi. It is poised to grow exponentially, creating an innovation- intensive, highly competitive platform economy, making it critical for digital platform entrepreneurs to retain customer loyalty for sustainability. An overarching theoretical framework of Stimulus-Organism-Response (SOR) was applied to examine the user satisfaction as a mediator to study the impact of OTT quality success attributes (D&M IS success model, DeLone & McLean, 2003) and price value on attitudinal and behavioral loyalty towards OTT services. Loyalty is conceptualized as a retention-oriented performance outcome that is critical to the sustainability of subscription-based digital platforms. This study evaluated the distinct impact of satisfaction on the four phases of loyalty (Oliver, 1997). A sample size of 440 respondents was finalized for the study using purposive sampling. The respondents for the study were Subscription Video-on-demand (SVOD) OTT service users in India who had been using at least two OTT platforms for a minimum of three months, excluding platforms that host user-generated content. PLS-SEM was used to test the data. The findings demonstrate that satisfaction functions as a differentiated evaluative mechanism driving retention-oriented loyalty, thereby supporting the long-term viability of OTT platforms and offering insights into platform entrepreneurship and sustainable digital business models.
subject: Articles
  topic: section
subject:
  topic: keywords
  value: Digital Entrepreneurship; Platform Sustainability; Digital Services Ecosystem; Emerging Asian Markets; Subscription Loyalty; Sustainable Business Models; Digital Innovation; Resilience; Engagement; Competitive Positioning; Intention-Driven Loyalty
creator: HimaBindu Pagidimarri
creator: Dr. Ramana Madupalli
creator: Dr. Pankaj Singh
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-31
publication date: 2026-01-31
starting page: 245
ending page: 261
doi: 10.53555/jaes.v22i1.131

Personalized Meal Planning for Fitness Goals Using Linear Programming and Machine Learning
type: item
description: Now a days young ones are more health conscious and hence they prefer to go to gym for body workouts to achieve their fitness goals. In order to achieve these goals, they need a balanced diet which consist of macro nutrients, micronutrient, and caloric intake. The proposed research uses Simplex Method which is a linear programming optimization technique along with machine learning model to create enhanced model which is scalable and customized dietary framework for gym-freaks. The proposed model works with Simplex Method which helps in optimizing meal plans under constraints like caloric needs, cost, and dietary preferences and machine learning model will help in predicting user-specific requirements based on various factors like BMI, activity levels, and fitness goals.
subject: Articles
  topic: section
subject: machine learning, optimization, simplex method, balanced diet.
  topic: keywords
creator: Amol Joglekar
creator: Mr. Hasan Phudinawala
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-31
publication date: 2026-01-31
starting page: 238
ending page: 244
doi: 10.53555/jaes.v22i1.129

Mindfulness As A Human Capital Capability For Sustainable Service Entrepreneurship: Evidence From Healthcare Enterprises In India
type: item
description: Healthcare enterprises in emerging economies operate under sustained service pressure, where workforce well-being and service quality are closely interrelated. In public healthcare settings, physicians often experience high workloads that contribute to burnout, which may influence service interactions and patient perceptions of care. Prior research has identified mindfulness as a capability that supports attention, emotional regulation, and engagement; however, empirical evidence linking physician mindfulness to service interaction quality within Indian healthcare enterprises remains limited. This study examines mindfulness as a human capital capability and its relationship with patient-perceived quality of care in public healthcare in India. Data were collected from 50 specialist gynecologists and 50 patient caregivers at a government hospital using convenience sampling. Physician mindfulness was measured using the Five-Facet Mindfulness Questionnaire, which captures observing, describing, acting with awareness, non-judgment, and non-reactivity. Patient-perceived service interaction quality was assessed using the general communication subscale of the Personal Processes of Care Instrument. The statistical analyses included reliability testing, correlation analysis, and multiple regression. The findings indicate that the proposed model explains 72.4% of the variance in patient-perceived-care quality. The dimensions of experience and non-reactivity were significantly associated with perceived service quality, whereas acting with awareness showed a significant inverse association. Physician experience was not significantly associated with mindfulness levels. Overall, the results highlight mindfulness as a human capital capability that shapes service interactions and contributes to sustainable service performance in healthcare enterprises.
subject: Articles
  topic: section
subject: Government hospital, Mindfulness, Physicians, Satisfaction.
  topic: keywords
creator: Dr. Viswanath Bandi
creator: Mr. A. Arjun
creator: Prof(Dr) Anand Bethapudi
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-31
publication date: 2026-01-31
starting page: 227
ending page: 237
doi: 10.53555/jaes.v22i1.128

Strategic Cost Management and Financial Value Creation: A Sectoral Analysis of Manufacturing Firms in Developing Countries
type: item
description: The strategic management of costs, particularly through compliance and research and development (R&D) expenditures, plays a critical role in the financial performance of manufacturing firms in developing economies. This study examines the relationship between strategic cost management (SCM) practices and firm performance, focusing on Return on Equity (ROE) and Net Profit Margin. Using a comprehensive panel dataset that spans from 2013 to 2023, comprising over 1.1 million firm-year observations from industries such as electronics, automotive, pharmaceutical, textile, and steel, the study employs fixed-effects panel regressions to address firm-level heterogeneity and macroeconomic shocks. Key independent variables include compliance cost intensity and R&D intensity, while control variables such as firm size, market share, and technological readiness are also incorporated. The results reveal that compliance and R&D expenditures have a complex relationship with financial performance: compliance costs show a short-term negative effect on ROE but positively impact Net Profit Margin in the long term. In contrast, R&D intensity negatively impacts ROE but enhances profitability margins, suggesting delayed financial returns from innovation. These findings underscore the importance of strategic SCM investments, especially in highly regulated and innovation-driven sectors. The study offers policy implications for industrial upgrading and guides firms in navigating regulatory costs while fostering innovation.
subject: Articles
  topic: section
subject: Strategic Cost Management , Return on Equity (ROE), Net Profit Margin, Compliance Cost Intensity, R&D Intensity
  topic: keywords
creator: D Kavitha
creator: Dr. Padma Hazarika
creator: Dr. Manisha Bhandari
creator: Manoj P. K
creator: Vikram
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 217
ending page: 226
doi: 10.53555/jaes.v22i1.127

Deficiencies In Existing Curriculum Models and Entrepreneurial Intentions in Ghana: The Mediation Roles of Students’ Intrinsic Motivation and Risk Tolerance.
type: item
description: In this paper, the implications of the deficiency of the current curriculum models on the entrepreneurial intentions of Ghanaian university students will be examined with specific emphasis on the mediating influence of risk tolerance and intrinsic motivation. A quantitative approach was adopted for this investigation with a corresponding use of structural models among 370 final-year university students of various Ghanaian universities located at the Bono region of Ghana including the Valley View University, University of Energy and Natural Resources, Catholic University College of Ghana, Sunyani Technical University, and Anglican University. From the results, there was a negative influence of the entrepreneurial propensities among the university students as a result of perceived deficiencies among undergraduate curricular models of these students. In addition, these deficiencies positively and indirectly worked through intrinsic motivation and risk tolerance but with contrasting manners; background motivation was found to enhance entrepreneurial intentions whereas risk tolerance diminished them. The effect of curricular deficits on entrepreneurial intentions is further investigated here as a complex relationship with their influence on entrepreneurial ambitions and reveals that though their implications may retard university students' entrepreneurial intentions at the moment, there may be specific psychosomatic reactions from these implications which may counter or further accentuate them respectively. It provides imperative information for learning professionals and developers wishing to make up for the gap between the entrepreneurial potentials and the practical manifestations among Ghanaian university students as entrepreneurial entities themselves.
subject: Articles
  topic: section
subject: Entrepreneurship, curriculum models, deficiencies, undergraduate education, entrepreneurial intentions, risk tolerance, motivation
  topic: keywords
creator: Reginald Djimatey
creator: H. S. Srivatsa2
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2026-01-30
publication date: 2026-01-30
starting page: 327
ending page: 340
doi: 10.53555/jaes.v22i1.126

Green Startups and Sustainable Finance: An Indian Perspective
type: item
description: A developing nation as India has seen to have been offering answers to various environmental issues with ease through systematic strategies that focuses on waste management, renewable energy, sustainable agriculture, environment friendly consumer goods and a significant investment on green startups. For assuring the latter grows, it is ideal to provide access to sustainable finance or other funding options which provides reasonable return without compromising on considering the environmental and social governance (ESG) factors. With the help of a combination of case studies on Green Startups, review of literature and comparatives studies with similar international ventures, this research evaluates the interrelations between Green Startups and Sustainable finance in India. India’s sustainable finance sector is currently still in its infancy stage mainly due to the complications with respect to its regulatory control, high capital requirements and a sever dearth in investor confidence in eco-friendly projects even in the aftermath of the country procuring tools like impact investing and green bonds. Inspite of actions in the form of the standards established by SEBI for green boards and the regulations of the National Action Plan on Climate Change (NAPCC), they still have recurring alignment issues and lack adequate coherence. They have not been integrated to fully capitalize on the potential of Green Startups as a mainstream financial source. Obstacles with respect to lack of collateral, lack of proof of ownership, and a public perception of being on the high-risk end hinders initial funding for any related projects. Despite these hindrances, there are still opportunities that need to be taken advantage of due to the rise in consumer demand for environmentally friendly products and the expanding global trends in sustainable investments. For an assured success of these ventures, this research study suggests integrated policy frameworks with goals and strategies that a…
subject: Articles
  topic: section
subject:
  topic: keywords
  value: Green Startups, Sustainable Finance, Environmental Innovation, India, Renewable Energy, Waste Management, Sustainable Development, ESG (Environmental, Social, and Governance), Green Bonds, Impact Investing, Clean Technology, Eco-Friendly Products, Financial Ecosystem, Policy Frameworks, Public-Private Partnerships
creator: Dr Jaya Jacob M
creator: Ms. Haritha Girish
creator: Ms Julie Joseph Chakramakkil
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-29
publication date: 2026-01-29
starting page: 205
ending page: 216
doi: 10.53555/jaes.v22i1.125

Mapping University-Led Environmental Citizenship and Its Implications for Sustainable Entrepreneurship: A Bibliometric Analysis
type: item
description: Universities are increasingly expected to promote environmental values and civic responsibility while also serving as anchors of innovation and entrepreneurial ecosystems. Yet, research on university-led environmental citizenship and sustainability-oriented entrepreneurship has largely developed in parallel, limiting clarity on how citizenship-based values translate into entrepreneurial outcomes. This study maps the evolution and intellectual structure of university-led environmental citizenship scholarship and evaluates how far it engages with sustainability-oriented entrepreneurship, innovation, and SME development. A longitudinal bibliometric analysis was conducted on 98 peer-reviewed journal articles and review papers indexed in Scopus from 1985–2025. Using performance analysis and science-mapping techniques (co-authorship, co-citation, keyword co-occurrence, and thematic evolution), the study identifies publication trends, influential contributors, collaboration patterns, and dominant thematic clusters. Findings show three phases of development, with rapid expansion after 2011. The field is primarily anchored in environmental science and education, with a cohesive conceptual core around environmental/ecological citizenship, sustainability education, pro-environmental behaviour, and identity-based determinants. However, entrepreneurship-, innovation-, and economic transformation-related themes remain peripheral within dominant clusters. The results position environmental citizenship as an underutilised institutional foundation for sustainable entrepreneurship. Sustainability-oriented innovation and SME/start-up development can be strengthened by combining citizenship programs with entrepreneurship education and university incubation. This is especially important for Asian and emerging economies, where universities influence local entrepreneurial ecosystems.
subject: Articles
  topic: section
subject: environmental citizenship, sustainable entrepreneurship, entrepreneurial ecosystems, SME development, bibliometric analysis
  topic: keywords
creator: Rajarshi Majumder
creator: Dr. Prasanjit Dasgupta
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0
date: 2025-10-20
publication date: 2025-10-20
starting page: 206
ending page: 218
doi: 10.53555/jaes.v21i3.124

Systematic Literature Review on the Relationship between Employee Engagement and Artificial Intelligence
type: item
description: This paper is a Systematic Literature Review (SLR) where we look at the complex relationship between Employee Engagement (EE) and Artificial Intelligence (AI), specifically Generative AI (GenAI) and the objectives. In this review, the study has examined 133 scholarly works, including studies based on experiments and concepts, to come up with the dynamic research landscape in this field. Outcomes indicate a steep increase in the field of research on relationship between Artificial Intelligence and Human Resource from 2016, with a significant increase on research in this area after the COVID-19 pandemic. This literature review is based on the Job Demands–Resources (JD-R) framework, analysing the increase in engagement, productivity, and satisfaction, by increasing efficiency and GenAI adoption as job resources. In parallel we also look at AI-induced technostress as a job demand that contributes to exhaustion and work–life imbalance. This study looks at how the evolution of Generative AI has helped in transforming the impression of HR from being administrative to more strategic by automating repetitive tasks, facilitating HR professionals focus on engagement of employees and building organizational culture. Employee Experience has increased over time and sustained engagement have been reinforced by useful applications of AI in areas like predictive analytics for attrition forecasting, structured learning programs and instantaneous feedback mechanisms. This review also emphasises current ethical challenges like reduction in algorithmic bias, maintenance of data transparency and privacy, and addressing employee anxieties regarding job security and trust thereby ensuring a human touch in deployment.
subject: Articles
  topic: section
subject: Artificial Intelligence, Employee Engagement, Human Resources
  topic: keywords
creator: Rahul Bhattacharyya
creator: Dr. Roshni James
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-29
publication date: 2026-01-29
starting page: 195
ending page: 204
doi: 10.53555/jaes.v22i1.123

EVOLVING TOWARD IMPACT: A THEMATIC SYNTHESIS AND CONCEPTUAL MODEL OF SUSTAINABILITY MATURITY IN BUSINESS
type: item
description: Purpose: This study examines the changes in sustainability as a compliance-based corporate social responsibility (CSR) activity to a strategic, impact-focused strength. It aims to synthesise two decades of literature (2006-2026) on sustainability and business-impact maturity, integrating fragmented research across CSR, ESG, and digital transformation into a cohesive conceptual framework. Design/methodology/approach: A qualitative thematic review of forty peer-reviewed Scopus-indexed articles was conducted using Braun and Clarke’s (2006) six-phase approach. R Studio was employed for co-occurrence mapping and thematic visualisation to identify key research clusters and maturity patterns, integrating insights from institutional, stakeholder, and dynamic capability theories to conceptualise sustainability maturity progression. Findings: The review identifies four dominant themes shaping sustainability maturity: (1) technology-enabled business transformation, (2) policy, governance, and institutional alignment, (3) sustainability performance measurement and reporting, and (4) strategic integration and CSR. Together, these themes indicate a shift from operational enablers toward strategic integration and business impact. Building on these insights, the study proposes the Institutional–Stakeholder–Innovation Maturity Model (ISIMM), which frames sustainability maturity as a recursive process of sensing, seizing, and transforming capabilities. Originality/value: The study presents a new integrative paradigm (ISIMM) where the conceptual models of maturity are connected to actual business outcomes. It contributes to the overall knowledge of the ways organisations can transition to the data-driven and impact-oriented approaches to sustainability, including a diagnostic framework and roadmap on how organisations can become more sustainable. Practical implications: The findings offer actionable insights for business leaders, policymakers, and sustainability officers by linking su…
subject: Articles
  topic: section
subject: Sustainability maturity, ESG, CSR, thematic analysis, business impact
  topic: keywords
creator: Dr Vineeta Mishra
creator: Dr Vani Aggarwal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-29
publication date: 2026-01-29
starting page: 184
ending page: 194
doi: 10.69980/7bjd3g24

CUSTOMER ENGAGEMENT FOR SUSTAINABLE ENTREPRENEURSHIP: DRIVING LONG-TERM SME GROWTH IN EMERGING ASIAN ECONOMIES
type: item
description: Increasingly volatile and digitalized markets, Customer Engagement (CE) has emerged not merely as a marketing approach but as a strategic capability that enables sustainable entrepreneurship, long-term value creation, and business resilience. This relevance is particularly pronounced for small and medium-sized enterprises (SMEs) and startups operating in emerging Asian economies, where sustained customer relationships, trust, and innovation capacity determine survival and growth. Despite the growing importance of CE, a comprehensive synthesis of its intellectual structure and sustainability-oriented implications remains limited. This study addresses this gap by systematically mapping the CE research landscape.The study employs bibliometric and co-word analyses of 803 CE-related articles retrieved from the Dimensions database, covering the period from 2003 to July 2023, using the VOSviewer tool. Bibliometric performance, co-citation patterns, and keyword co-occurrence networks are analyzed to uncover influential contributors and dominant research themes.The results reveal a substantial and sustained growth in CE research, with emerging themes emphasizing digital engagement, customer trust, value co-creation, and experiential interactions. These themes underscore CE’s role in fostering innovation, enhancing customer retention, and building organizational resilience critical drivers of sustainable SME growth in emerging Asian contexts.The findings provide actionable insights for entrepreneurs, SME managers, and policymakers by demonstrating how CE can be leveraged as a long-term strategic resource to support sustainable business success in dynamic Asian markets.This study advances CE scholarship by explicitly linking bibliometric evidence to sustainable entrepreneurship and SME growth in emerging Asian economies.
subject: Articles
  topic: section
subject: Sustainable Entrepreneurship, Customer Engagement, Digital Innovation, Emerging Asian Economies, Sustainable Marketing
  topic: keywords
creator: Sana Vakeel
creator: Dr. Akash Agarwal
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-28
publication date: 2026-01-28
starting page: 173
ending page: 183
doi: 10.53555/jaes.v22i1.121

Strategic Entrepreneurship in the Digital Era: Integrating Innovation, Technology Adoption, and Sustainable Business Practices for Competitive Advantage
type: item
description: This study develops a unified conceptual framework for strategic entrepreneurship in the digital era by integrating three mutually reinforcing pillars: digital innovation, technology adoption, and sustainable business practices. Positioned within the realities of emerging Asian markets, the framework explains how digital innovation enlarges the opportunity set, technology adoption enables reliable operationalization, and sustainability embeds resilience, legitimacy, and long-term value creation. Methodologically, the article is conceptual and theory-driven, synthesizing contemporary scholarship to specify constructs, clarify mechanisms, and articulate their interdependencies. The integrated model advances the literature by moving beyond siloed treatments of innovation, adoption, and sustainability, and by detailing a sequencing logic entrepreneurs can use to translate ideas into durable competitive advantage. The core novelty lies in advancing a sequencing perspective, showing how innovation creates opportunities, adoption enables their execution, and sustainability institutionalizes long-term advantage, thereby offering sharper theoretical clarity than prior fragmented models. Managerially, the framework guides small and medium-sized enterprises to invest in organizational readiness, digital capabilities, and sustainability routines that reinforce one another. Policy implications include the importance of targeted support for digital readiness, collaborative infrastructures, and incentives that align private returns with societal goals. The article concludes with an agenda for empirical testing across sectors and countries to assess boundary conditions and the persistence of advantage over time.
subject: Articles
  topic: section
subject: strategic entrepreneurship, digital innovation, technology adoption, sustainable business practices, competitive advantage, small and medium-sized enterprise
  topic: keywords
creator: Nikhil Kumar K
creator: Dr. Sparsh Tiwari
creator: Praveen Kumar
creator: Suvra Das
creator: Dr. Gagandeep Kaur
creator: Advocate Varun Goel
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-27
publication date: 2026-01-27
starting page: 163
ending page: 172
doi: 10.53555/jaes.v22i1.118

Workforce Sustainability as a Strategic Resource for Retail Enterprises in Emerging Asia: A Systematic Review of Generational Retention and Well-Being Drivers
type: item
description: Workforce sustainability has emerged as a critical strategic resource for retail enterprises operating in emerging Asian economies, where high labour intensity, demographic shifts, and competitive pressures challenge long-term enterprise viability. This study conducts a systematic literature review (SLR) to synthesize empirical evidence on how generational workforce drivers influence employee retention, well-being, and organizational resilience within the retail and service sectors. Guided by the PRISMA 2020 framework, a rigorous screening process identified 15 peer-reviewed studies published between 2010 and 2024 from leading academic databases. The findings reveal that workforce sustainability is shaped by a combination of work environment quality, work–life balance practices, and transparent compensation systems, with notable differences in expectations between Millennials and Generation Z. Flexible scheduling, structured career pathways, equitable reward mechanisms, and resilience-focused well-being initiatives emerge as central drivers of workforce stability and sustainable enterprise performance. The review further highlights that retail enterprises adopting sustainability-oriented human resource strategies are better positioned to enhance employee commitment, reduce turnover, and support long-term growth. From a regional perspective, the findings underscore the importance of workforce skilling, retention-oriented labour policies, and institutional support mechanisms in strengthening service-sector stability across India and emerging Asia. By positioning workforce sustainability within the broader domains of strategic management, entrepreneurship, and sustainable development, this study contributes to advancing theory and practice relevant to sustainable enterprise growth in Asia.
subject: Articles
  topic: section
subject: Workforce sustainability, Retail enterprises, Generational workforce, Employee retention, Emerging Asia
  topic: keywords
creator: Ms. Ashiya Sultana
creator: Dr. Utpala Das
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by/4.0
date: 2026-01-27
publication date: 2026-01-27
starting page: 152
ending page: 162
doi: 10.53555/jaes.v22i1.117