Rupa Khanna Malhotra’s research while affiliated with Graphic Era University and other places

Neuro-marketing is a common way to analyze client behavior and improve advertising efforts. Neuro-marketing reveals client perception, response, and decision-making processes for sustainable financial solutions. This chapter examines how the neuro-market technique might improve sustainable finance marketing propositions by aligning marketing with consumers' neurological responses to sustainability signals. Neuroscience tools like brain imaging and biometric analysis may disclose customers' unconscious inclinations, helping marketers design more emotive messages and goods. This chapter examines customer behavior to improve sustainable finance marketing. It may increase investment in environmental and socially responsible financial products. We conclude the chapter with some neuro-marketing ideas for sustainable financing initiatives that support economic growth and environmental protection.

Sustainable banking practices have increased prominently in the recent times as financial institutions realises the importance of integrating ESGs into their businesses. This paper aims to examine various sustainable banking practices that includes sustainable lending, green finance, responsible banking and also examines their contribution towards sustainable development and financial stability. The paper aims to insights the effectiveness of sustainable banking practices in promoting environmental sustainability, social inclusion and long term financial resilience.

Education plays a pivotal role in fostering the socio-economic development of any nation. Because of persistent urban-rural education gap in India, the country faces challenges in achieving Sustainable Development Goal 4 (SDG 4) – Quality Education. The current study is conducted to investigate the role of Corporate Social Responsibility (CSR) initiatives in addressing this gap, for which a comprehensive study is conducted to identify CSR initiatives undertaken by the top companies in bridging the urban-rural education gap prevailing in India. Further the study also aims to identify various challenges encountered by companies while aligning their CSR initiatives towards achievement of global goal of sustainability (SDG4). The paper also gives recommendations in meeting out these challenges.

The research study was pursued with an attempt to Study the Role of Psychological Contract in the Employees Engagement with specific objectives of Learning the Role of Psychological Contract in the Employees Engagement, identifying the numerousmagnitudes of Employee Engagement, studying the impact of Psychological Contract on every aspect of Employee Engagement and studying the impact of age, tenure and gender on Employee Engagement. Stratified random sampling technique was adopted as means of data collection from 600 full-time employees working in private HEI in Uttarakhand using structured and self-administered questionnaires: PC Questionnaire and ER Questionnaire checking their validity and reliability. The need of the study was to establish relationship between employee engagement or retention with the psychological contracts and the outcomesestablish the same.Many Organisations willantagonize difficulties in the coming years. Major amongst the most imperiousproblems will be procuring, preparing, overseeing and holding millennial employees. A theoretical commitment of this examination is that it joins two territories of research not already explored together with regards to establishments; psychological contracts and worker retention. The outcomes show that there is a solid connection between psychological contract satisfaction and employee engagement, however the relationship does not seem, by all accounts, to be directed by some other factor, for example, age, gender or tenure. Following specific results were from a practical perspective, there is a growing interest in understanding employee engagement, as it is perceived that the growth and prosperity of organizations will rely heavily on the committed and competent workforce. The suggestion that the relationship between PCfulfilment and ER are positively related irrespective of age and gender is indicative of the fact that management need to pay more focus on the fulfilment of motivating psychological contract rather than adherence to merely hygiene factors.

As India progresses towards the achievement of global sustainability goals the integration of IoT and smart devices in Corporate Social Responsibility (CSR) initiatives can emerge as a promising avenue which can enhance the impact and efficiency of the environmental and social initiatives undertaken by the Indian companies. Corporate Social Responsibility (CSR) reflects commitment of corporate houses to operate morally, ethically and contribute towards the economic growth and development while also facilitating in improving the quality of life of worker and their families, as well as the local community and society at large. In recent years it has been acknowledged as a vital component of corporate strategy worldwide. Spurred by mandatory laws and increasing social expectation for businesses to play a more active role in addressing social and environmental challenges, CSR activities has witnessed a notable surge in India..The current study is conducted to investigate the application of latest advancements and patterns in smart devices for Corporate Social Responsibility (CSR) activities with reference to Indian companies, with a focus on achieving Sustainability goals. Further the study also aims to investigate the patterns and trends associated with integrating the smart devices while conducting CSR with a focus on achieving SDGs. The study also aims to explore various challenges and concerns which may take place while adopting smart devices for CSR in the Indian context. The paper also explores case of companies implementing smart CSR initiatives in the country and the study also comes out with certain recommendations for businesses and policymakers to optimize the application of smart devices in CSR practices for achieving global sustainability goals. The current study is designed to provide valuable insights regarding the integration of smart devices with CSR thus enabling the companies to take informed decisions and align their CSR initiatives with national and global sustainable development goals.