Arun Yadav

Type of the article: Research Article

Abstract
Growing environmental degradation and unsustainable consumption have intensified the need to understand the determinants of sustainable purchasing behavior, particularly the persistent intention-behavior gap. Using the Theory of Planned Behavior, this study aims to bridge the intention behavior gap by extending it to include eco-awareness and price sensitivity. Data were collected using a structured questionnaire administered to students and employees in higher education institutes in Northern India (Delhi NCR, Rajasthan, and Jammu & Kashmir). The responses were analyzed using partial least squares structural equation modelling. The results indicate that eco-awareness (β = 0.237, p < 0.001), consumer attitude (β = 0.182, p < 0.001), social norms (β = 0.487, p < 0.001), and perceived behavioral control (β = 0.315, p < 0.001) have significant positive effects on sustainable purchase intention. Purchase intention had a direct influence on sustainable purchase behavior (β = 0.657, p < 0.001), confirming its central role in behavioral execution. In contrast, price sensitivity did not have a significant direct effect on purchase behavior (β = 0.012, p = 0.720), although its interaction with purchase intention showed a weak but statistically significant moderating effect (β = 0.076, p < 0.05). These findings indicate that purchase behavior is driven primarily by social and psychological factors, while economic considerations play a limited and conditional role in the intention-behavior relationship. Marketers should design demographic specific awareness campaigns by recognizing variations in consumer behavior.

Type of the article: Research Article

Abstract
Financial inclusion has become a critical driver of inclusive growth; however, disparities in digital access, literacy, and usage limit improvements in financial well-being, particularly across gender and residential groups. This study examines how digital financial literacy influences digital financial inclusion and financial wellbeing among digital consumers in the Delhi National Capital Region of India. This study employed an online structured survey administered between August and October 2025, yielding a sample size of 431. Using structural equation modelling, the results indicate that infrastructure accessibility (β = 0.521), knowledge and awareness (β = 0.379), digital financial skills (β = 0.277), motivation and attitude (β = 0.223), and social and institutional support (β = 0.215) significantly enhance digital financial literacy (all p < 0.001). Digital financial literacy strongly influences digital financial inclusion (β = 0.684, p < 0.001) and financial wellbeing (β = 0.509, p < 0.001), whereas digital financial inclusion further improves financial wellbeing (β = 0.479, p < 0.001). The indirect effect of digital financial literacy on financial wellbeing through digital financial inclusion is also significant (β = 0.328, p < 0.001). Necessary condition analysis confirmed that all five antecedents are essential for achieving higher digital financial literacy levels. Descriptive and ANOVA analyses reveal significant mean-level differences across gender and residential groups, providing evidence that these demographic factors condition the digital financial outcomes. The findings highlight that digital financial literacy and infrastructure are central to enhancing financial wellbeing, with implications for the design of gender-sensitive and context-responsive financial inclusion policies.

Acknowledgments
The Institutional Human Ethics Committee of the Central university of Jammu, with the reference number CUJ/IHEC/11, granted ethical approval for the study.

Type of the article: Research Article

Abstract
Gamified marketing has become an increasingly critical strategy in digital commerce, yet the full pathway from consumer attitude through engagement to purchase behavioral intention remains insufficiently examined, particularly across demographic cohorts in emerging markets. This study investigates how gamification elements shape consumer attitudes, engagement and purchase behavioral intention among digital consumers in the Delhi National Capital Region of India. This quantitative study employs a structured survey administered between July and November 2025, yielding a final usable sample of 643 (56.8% male, 43.2% female). The study integrates the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM) within a Partial Least Squares Structural Equation Modelling (PLS-SEM) framework. The results demonstrate that perceived agility (β = 0.307, p < 0.001), perceived ease of use (β = 0.278, p < 0.001), perceived usefulness (β = 0.259, p < 0.001), perceived enjoyment (β = 0.248, p < 0.001) and social influence (β = 0.188, p < 0.001) are significant drivers of consumer attitude. Consumer attitude strongly predicts consumer engagement (β = 0.550, p < 0.001) and purchase behavioral intention (β = 0.334, p < 0.001), with engagement partially mediating the attitude–purchase behavioral intention relationship (β = 0.196, p < 0.001). Measurement invariance testing followed by multi-group analysis reveals significant generational and gender-based differences in gamification drivers, underscoring the need for demographically tailored strategies. These findings advance theory by confirming the TAM-UTAUT integrated model in a gamified emerging-market context, and offer practitioners a roadmap for designing differentiated gamification campaigns that enhance engagement and drive purchase intention.