Volume 14 | Issue 2

 Abstract

This research paper, named "Ethical Consumption and Brand Loyalty: A Study on Global Green Marketing Initiatives," focuses on the rising significance of sustainability in contemporary marketing and its impact on the behaviour of consumers and their loyalty to brands. With the rising awareness among consumers about environmental concerns like climate change, pollution, and depletion of natural resources, they are slowly embracing the concept of ethical consumption. Ethical consumption is the practice of buying products and services that are produced and marketed responsibly. The primary aim of the research is to examine the impact of green marketing campaigns conducted by organizations on the perception and loyalty of consumers toward brands. The research will also investigate whether consumers are genuinely supporting eco-friendly brands or whether their purchasing behaviour is driven by price and convenience. The study relies solely on the secondary research methodology. The data was gathered from the academic journals, research papers, sustainability reports of multinational corporations and Indian companies. The information gathered was analysed to understand the global and Indian trends related to ethical consumption and sustainable branding practices. The results show that ethical consumption is on the rise, particularly among young consumers like Millennials and Generation Z. Consumers display a positive attitude towards environmentally responsible brands and tend to form an emotional attachment and trust with such brands. However, the study also points out the gap between consumer intention and actual purchasing behaviour. Consumers tend to show concern for the environment, but they fail to purchase environmentally responsible products because of their high costs and lack of availability in the market, as well as a lack of trust in corporate environmental claims. In the Indian scenario, ethical consumption is slowly taking shape but is still in its nascent stage. Consumers in urban areas are increasingly becoming aware, but affordability is an important criterion that impacts their buying decisions. The paper concludes that the most important elements that link green marketing campaigns to brand loyalty are trust, transparency, and authenticity. Those organizations that are genuinely working towards sustainable practices, such as green packaging, sustainable sourcing, and environmentally transparent reporting, are more likely to be successful in fostering long-term consumer relationships. On the other hand, greenwashing can have a negative impact on brand reputation. In general, the study indicates that ethical consumption is not a passing trend but a paradigm shift in consumer behaviour. Companies that can incorporate sustainability into their operations and communicate their efforts transparently can gain a competitive advantage and improve their brand image and loyalty.

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 Keywords

Ethical Consumption, Green Marketing, Brand Loyalty, Sustainable Development

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Mathematics has a very important role in modern education and it also plays a crucial role to develop logical thinking, problem solving skills and the ability to analyze situations. One of the key factors that influence how students engage with mathematics is their level of interest. This interest can significantly affect how long they stay involved with the subject, their academic performance and their decisions about future careers, especially in science, technology, engineering and mathematical fields. The purpose of this study was to compare the levels of interest in mathematics among class 8th students with respect to their gender. The data for the present study has been collected from 100 students (50 boys and 50 girls) using simple random sampling technique. For the collection of data Mathematical Interest Inventory by Dubey was used to measure the mathematical interest. For the analysis of data t-test was applied to find out the significant difference between two groups i.e. boys and girls.

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na

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Next-generation AI agents are a big step up from those old rule-based systems we used to have. They can perceive things on their own, make decisions, and handle tasks in ways that adapt over time. I think this research looks at how these agents are built, with layers for perception, reasoning, learning, and actually doing stuff. It points out stuff like being autonomous, working with other agents, and keeping on learning, based on surveys from 2025 to 2026 and some frameworks like ReAct, AutoGen, Voyager, and CrewAI. In healthcare, they might help with diagnosis. Finance has them spotting fraud. Robotics and business workflows get automated too, which shows real-world use. But there are problems, like making sure they align with ethics, handling big computations without slowing down, staying secure against attacks, and building trust with people. Adversarial stuff is tricky, it seems. The findings push hybrid neurosymbolic setups and reinforcement learning as ways to make this work better. Future ideas include governance that's more open, mixing in edge computing, and standard ways to evaluate them. This paper gives a taxonomy of patterns in architecture, some analysis on capabilities from real tests, and strategies for deploying systems we can trust.

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AI Agents, Autonomous Systems, Reinforcement Learning, Multi-Agent Systems, Large Language Models, Agentic AI, Neuro-Symbolic AI, Agent Security

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The rapid advancement of digital technologies has brought significant changes to the way financial education is delivered and how financial management activities are performed. In the Indian context, government-led digital initiatives, the expansion of fintech services, and increasing internet penetration have accelerated the adoption of digital finance. Karnataka, being one of India's leading technology-driven states, provides an appropriate setting to examine these developments. This study aims to analyze the influence of digital transformation on financial education and financial management practices among individuals and corporate enterprises in Karnataka. The study is based on secondary data collected from academic journals, policy documents, government reports, and industry publications. The analysis reveals that digital financial tools have enhanced accessibility, efficiency, transparency, and decision-making capabilities. However, challenges such as unequal digital literacy, cybersecurity concerns, and resistance to technological change continue to hinder optimal utilization. The study concludes by emphasizing the need for coordinated efforts by educational institutions, corporate organizations, and policymakers to strengthen digital financial capabilities across the state.

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Digital Transformation, Financial Education, Financial Management, FinTech, Karnataka

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A comprehensive acoustic and thermodynamic investigation has been carried out for three binary liquid mixtures, namely carbon tetrachloride-aniline, carbon tetrachloride-phenol, and methanol-acrolein, over the entire mole fraction range at 303.15 K. Ultrasonic velocity (U), density (?), and viscosity (?) were experimentally measured, and derived parameters such as adiabatic compressibility (?), volume expansivity (?), and their corresponding excess functions were evaluated to elucidate the nature and strength of intermolecular interactions. The carbon tetrachloride-aniline system exhibits moderate non-ideal behavior characterized by predominantly negative excess compressibility values, indicating dipole-induced dipole interactions and structural accommodation effects. In contrast, the carbon tetrachloride-phenol mixture shows positive excess compressibility across the composition range, suggesting disruption of strong phenol-phenol hydrogen bonding upon addition of nonpolar carbon tetrachloride. The methanol-acrolein system demonstrates pronounced negative excess functions at lower mole fractions, confirming strong specific interactions arising from heteromolecular hydrogen bonding between methanol hydroxyl groups and the carbonyl group of acrolein. Comparative analysis reveals that the interaction strength follows the order: Methanol-Acrolein > Carbon Tetrachloride-Aniline > Carbon Tetrachloride-Phenol. The study provides valuable insight into polarity-dependent molecular association, structural rearrangement, and deviation from ideal behavior in binary liquid mixtures.

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Binary liquid mixtures, Ultrasonic velocity, Excess properties, Adiabatic compressibility, Molecular interactions, Hydrogen bonding.

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As the neglected segment of society, tribal people in various states of India, especially in Odisha, face several challenges in their daily lives. The educational level of tribal children still lags behind that of the general population due to the obstacles they encounter. Higher education, particularly for tribal girls, is further worsened as a result of economic reasons, social stigma, unfavourable parental attitudes, and the physical remoteness of tribal habitats. The present study investigates the attitude of tribal girls in the Mayurbhanj district of Odisha towards higher education. Attitude is a predisposition and prerequisite that prompts one to take action. To pursue higher education and overcome all challenges, one should have an inclination towards it. Thus, having a positive or favourable attitude towards higher education drives students to set life goals through higher education endeavours. Employing a self-constructed attitude scale, the investigator gathered data from 200 undergraduate tribal girls in arts, commerce, and science disciplines belonging to higher education institutions in the Mayurbhanj district. Analysis suggests a prevalent positive inclination among tribal girl students towards higher education, with those in the science category showing a more favourable attitude than their counterparts in arts and commerce disciplines.

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Higher Education, Attitudes, Tribal Girl Students

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Social media has the power to influence potential customers from the start until the stage of a purchase and beyond as well. The use of social networking sites has a wide range of effects on customers in the modern era. Numerous social networking sites have an impact on consumer behavior. These include YouTube, LinkedIn, Google+, and others. Almost every age group of customers uses social media these days, including working-class individuals, college students, and even senior citizens. This study's primary goal is to investigate how social media usage will impact consumers' final purchasing decisions. The public is the consumer in question. Additionally, the study has examined the elements that encourage people to shop on social media platforms and how social media will impact consumers' purchasing decisions

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social media,consumer behavior,purchasing decisions

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The General Elections of 2024 in India reinforced the argument around the role of caste and its impact on politics. Many researchers argue that majoritarian nationalism and welfare-driven political measures have weakened the foundation of caste mobilization, but the studies around India's elections paint a different scenario. This paper reassesses the role of caste in 2024 in the 2024 Lok Sabha elections in India and renders caste as a system through which political negotiation and social justice take place. It incorporates the state-level analysis of the Bharatiya Janata Party rallying for Dalits and OBCs in Uttar Pradesh, with studies around Dalit and Muslim voting behaviour. The findings show that caste holds an important position within the framework of Indian politics, but it's remodelled via coalition building, voting behaviour and campaigning. The ruling NDA government's push to unite the upper caste under the wave of Hindutva faced limitations due to constitutional barriers, while the Opposition INDIA Bloc rejuvenated the social justice discourse and successfully consolidated Dalit and minority votes. The electoral results of Uttar Pradesh show the rise of caste politics over its decay. By analysing the caste politics of the 2024 General Elections, the paper presents Caste as a central factor of electoral competition within political parties in India.

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Caste, Caste Politics, General Elections 2024, BJP, INC

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India's education system grapples with age-old challenges like uneven access, poor infrastructure, obsolete pedagogy, and stark regional inequalities, problems with a sharper bite in rural and marginalised segments of the population. The COVID-19 pandemic prompted an unprecedented transition to online teaching, shining an illuminating light on both the promise and the challenges of digital learning in meeting these and other systemic shortcomings. In this paper, we consider how some of those divides may be bridged through online teaching in modern India. Through an extensive literature review, policy analysis and case studies involving national and private EdTech initiatives, the study examines how digital platforms have affected access, quality of learning, teacher training and equity. Platforms like SWAYAM and DIKSHA have undoubtedly extended the reach of online resources, but we are grappling with issues such as the digital divide, tech illiteracy and patchy implementation. The paper suggests a blended learning model to combine the strengths of the traditional classroom with the flexibility and scalability of online tools. Results provide insights into actionable steps for those in positions of power, whether a policymaker, an educator, or a curtain holder contribution, working towards inclusive and sustainable educational reform in India.

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E-learning, Digital challenges, Gap of resources, Hybrid approach, Indian education system.

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This research paper outlines a framework for studies in virtual advertising, emphasizing the techniques involved in the advertising and marketing process, as well as the effectiveness of the advertising system and the impact of various technological tools and social media platforms. Utilizing this framework, we have organized the research methodologies concerning the elements and assessed the existing literature in the broadly defined virtual marketing domain. The objective of this research paper is to examine the effectiveness of virtual media marketing strategies and the various social media options employed for advertising. This paper specifically investigates the significance of digital advertising, the differences between digital and offline advertising, and the effectiveness of technological tools and social media platforms on the success of virtual marketing strategies. Furthermore, this research paper has been revised to assist small businesses in integrating virtual advertising into their business models and to comprehend the advantages of social media advertising over traditional advertising methods.

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Digital Marketing, Trends, Advantages.

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Teacher's Organizational Commitment emerged as one of the salient variables in the field of educational organization. It has been a significant construct to assess because of its linkage to psycho-social and academic outcomes. It has the potential to boost up organizational effectiveness as an effective path to academic success in schools (Fink 1992). This study aimed to explore the level of higher secondary school Teachers' Organizational Commitment following a descriptive survey method and administering 'Teacher's Organizational Commitment Scale (TOCS)' developed by Dr. S. Jamal (Bhopal, M.P.) and Dr. A. Raheem (Srinagar) on a sample of 160 teachers selected by stratified random sampling technique from 32 higher secondary schools of all the Blocks of Bilaspur District, Chhatisgarh. The data was analyzed under parametric statistical techniques, counting frequency and converting the same to percentage. This study revealed that the strong dimensions of the TOCS were Commitment to School and Commitment to Work Group; whereas weak dimensions were Commitment to Teaching Work and Commitment to Teaching profession respectively. The percentage of teachers with above average and average level of commitment was the maximum.

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Higher secondary schools, Teacher's Organizational Commitment; analytical study.

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Teaching is the most powerful tool to spread knowledge and wisdom. In the present era, education has become the backbone of society. Teachers guide students not only in academics but also in values and life skills. Teaching in the present era is not only important but essential for the growth of individuals and the nation. Currently, many CBSE and ICSE schools successfully teach Social Science in English, and higher education institutions also rely heavily on English as the medium of instruction. However, state board schools and rural areas still face challenges due to limited English exposure and Pedagogical Effectiveness, which often leads to gaps in academic achievement and career opportunities. To overcome this, teachers require continuous training in both the English language and modern pedagogy, along with the effective use of ICT tools and digital resources. A balanced use of English alongside local languages is also important to ensure clarity and inclusiveness.

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Social-Science, Student-Teachers, Pedagogy, Language.

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The Crowdsourced Recipe Hub is an intelligent, community-driven web platform designed to transform the way culinary knowledge is created, shared, and personalized. In contrast to traditional recipe websites that rely on centralized editorial control, this system leverages the collective intelligence of users to build a dynamic, continuously evolving repository of global recipes. The platform promotes collaboration, cultural exchange, and data-driven personalization while fostering healthier eating habits. A key innovation of the Crowdsourced Recipe Hub lies in its AI-driven recommendation engine. By analyzing user interactions, browsing history, saved collections, ratings, and dietary preferences, the system generates personalized recipe suggestions. Machine learning techniques such as collaborative filtering, content-based filtering, and hybrid recommendation models are employed to enhance accuracy and relevance. Additionally, Natural Language Processing (NLP) techniques are used to standardize ingredient names, detect similar recipes, and recommend ingredient substitutions. For health-conscious users, the system can suggest lower-calorie alternatives, allergen-free modifications, or nutrient-optimized variations of recipes. The social interaction layer enhances engagement by allowing users to rate recipes, leave feedback, suggest improvements, follow favorite contributors, and build personalized recipe collections. From a technical perspective, the system follows a modular architecture comprising a user interface layer (built using modern web technologies such as React or Angular), a backend application server (Node.js/Django), a database management system (MongoDB/MySQL), and an AI analytics engine implemented in Python. Cloud deployment ensures scalability, reliability, and secure data storage. Authentication and role-based access control mechanisms protect user data and maintain content integrity. Ultimately, this project aims to build a vibrant global community of food enthusiasts, empower users with personalized cooking experiences, and promote sustainable and health-aware food practices.

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 Keywords

Crowdsourcing, AI Recommendation, NLP, Web Development, Sustainable Development Goals, Food Waste Reduction, MERN Stack, Culinary Heritage, Community Engagement, Data Personalization, Web 2.0, Intelligent Systems.

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The study adopted a comparative research design using independent samples t-tests to examine differences in motor abilities between the two zones. The population comprised elite women Kho-Kho players and 60 players (30 from North Zone, 30 from South Zone) were purposively selected based on their participation in inter-zonal and national competitions (Rao & Kumar, 2021). Variables were defined as follows: the independent variable was zone (North vs. South), while dependent variables included speed, leg explosive power, balance and agility. Standardized motor ability tests were employed: sprint tests for speed, standing broad jump for leg explosive power, stork stand tests for balance and shuttle runs for agility (Verma, 2019; Singh, 2020). Data analysis was conducted using independent samples t-tests, with significance set at p < .05. Degrees of freedom were 58 and t-value comparisons were made to determine the statistical significance of differences between North and South Zone players. The study concludes that significant inter-zonal differences exist in selected motor abilities among women Kho-Kho players, with North Zone athletes excelling in speed, and agility and South Zone athletes demonstrating greater leg explosive power. Balance did not differ significantly across zones. These findings highlight the importance of considering regional differences when designing training programs and preparing athletes for competitive events. Coaches and sports scientists should tailor physical conditioning to leverage each region's strengths while addressing specific weaknesses.

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Motor Abilities, North, South, Zone, Women, Kho-Kho Players

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: The project is a platform named AI Resume Creator and Analyzer that can create and analyze resumes while providing resume scores. The first section is a Resume Builder where users can create professional resumes using templates by filling in their information, and a live preview is displayed on the right side. Users can customize the template and download the resume directly from the preview section. The second and main section is the Resume Analyzer, which includes two features. In the single analyzer, candidates can upload their resume, select a role, and analyze it to receive extracted details such as name, email, phone number, matched and mismatched skills, improvement suggestions, ATS score, resume health, job fitness, and experience review. The second feature is designed for HR, where multiple resumes (50-60 at a time) can be uploaded and analyzed based on the selected role. The system generates a ranked table including rank, name, email, ATS score, health score, job fitness, and status categorized as selected, review, or rejected. This platform helps users improve their resumes and enables HR to quickly identify suitable candidates.

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Resume Creator, Normal Analyzer, Hr-Analyzer, Result Table & History

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Online recruitment fraud has become a major cybersecurity concern as digital hiring platforms are increasingly exploited by attackers who distribute fake job advertisements and fraudulent recruitment emails to deceive job seekers. Traditional spam filters and rule-based detection methods are no longer effective because modern scammers use professional language, contextual writing styles, and continuously evolving strategies. To address this challenge, recent research explores advanced approaches such as natural language processing, machine learning, deep learning architectures, transformer-based models, and large language model embeddings, along with techniques like semantic feature extraction, contextual text representation, explainable AI, near-duplicate job detection, ensemble methods, and neural classifiers. Deep learning models including LSTM and transformer architectures help analyze sequential and contextual patterns in recruitment content, while preprocessing and data balancing techniques improve model performance. Comparative studies indicate that context-aware deep learning methods provide higher detection accuracy and better reliability than traditional approaches, leading to the development of scalable frameworks capable of effectively identifying fake recruitment emails and fraudulent job postings across online platforms, thereby enhancing user safety and reducing financial risks. Index Terms -- Online Recruitment Fraud (ORF), Fake Recruitment Emails, Deep Learning, Natural Language Processing (NLP), Transformer Models, BERT, LSTM, Spam Detection, Text Classification, Fraud Detection, Context-Aware Analysis, Email Security.

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A SYSTEMATIC AND COMPREHENSIVE SURVEY ON DEEP LEARNING-BASED FAKE RECRUITMENT EMAIL DETECTION

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English, Mistakes, Grammar, Tenses, Digital Platforms, Skills.

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The paper describes the meaning, historical background, difficulties and future of Universalization of Elementary Education (UEE) in India. It sketches the gradual progression of UEE till it found expression in policy initiatives, constitutional provisions and landmark legislations like the Right of Children to Free and Compulsory Education Act and National Education Policy. Based on qualitative and document analysis, the highlights of the study are given on persistent issues such as gender disparity, regional equality, gaps in learning outcomes and digital divide. It also assesses the opportunities offered under NEP 2020 to enhance foundational literacy, inclusiveness and quality improvement. This study concludes with policy recommendations to ensure equitable, inclusive, and sustainable implementation of universal elementary education in India.

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Universalization, Elementary Education, Prospects, Challenges, Future Directions, National Education Policy 2020

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In the current competitive job market, job seekers have difficulties in resume optimization, alignment of job, identification of skills gap, and organization of interview preparation. The manual, time intensive and personalized feedback of traditional resume evaluation and interview practice make it an outdated way of evaluating candidates. In this paper, the author has proposed an all in one AI based platform that will be used to analyze the resumes, recommend jobs, create the CV, prepare an interview, and test technical skills all in a single system. It is a framework that utilizes the Natural Language Processing (NLP) to obtain structured data about resumes and a scoring system that considers similarity to decide upon the compatibility of the candidate to the job and provide an improvement recommendation about any skills gaps. The system produces curriculum resume (CV) Applicant Tracking System (ATS) compliant in Word format and offers chat-based simulated interviews with contextual feedback, and dynamically generated multiple choice quizzes with a prompt engineered Large Language Model (LLM) pipeline. The scalable client-server architecture is a combination of frontend technologies of the modern world, a REST based backend, and transformer based AI models. The research has shown that the system efficiently parses resumes, matches jobs accurately with human linked benchmarks, responds quickly to the input, and gives users greater confidence in their interview readiness, which may provide an intelligent way to increase employment rates among candidates.

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Resume Analysis, Natural Language Processing (NLP), Job Recommendation, Skill Gap Analysis, Interview Preparation, Large Language Models (LLM), Quiz Generation, Similarity Matching.

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Abstract This study examines the formation of hyphenated identities and the function of cultural memory in the works of Jhumpa Lahiri. As a prominent voice in contemporary diasporic literature, Lahiri articulates the complexities of Indian-American subjectivity through narratives shaped by migration, displacement, intergenerational conflict and linguistic negotiation. Drawing upon postcolonial theory, diaspora studies and memory studies, particularly the works of Homi K. Bhabha, Stuart Hall and Jan Assmann, this paper argues that Lahiri's fiction constructs identity as an ongoing process of cultural translation rather than a stable essence. Through close readings of Interpreter of Maladies (1999), The Namesake (2003), Unaccustomed Earth (2008) and The Lowland (2013), the article demonstrates how Lahiri situates her characters within liminal spaces where personal memory and collective history intersect. Ultimately, her narratives reveal that hyphenated identity is not a fractured condition but a dynamic site of negotiation where cultural memory becomes both burden and bridge.

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Hyphenated Identity, Cultural Memory, Indian Diaspora, Hybridity, Intergenerational Conflict, Migration and Identity, Communicative Memory.

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