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University of North Bengal

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    Item type:Item, Article Access status: Open Access ,
    Sustainability in Gig economy: Socio-Economic Perspectives
    (University of North Bengal, 2025-03) Saha, Tapash Ranjan; Nandi, Sandip
    The gig economy, which is rapidly growing due to the digital platform and the flexibility of the work process, has dramatically transformed the modern labor market of developed and developing economies. Although the employment opportunities provided by gig-based jobs are economically effective due to the ability of diversification of income, cost effectiveness, and access of the market, the issues of its sustainability in the long-term are under-researched. This paper analyses the concept of sustainability within the realm of the gig economy by using a triangle economic, social, and environmental (triple bottom line) model. Economically, the paper assesses the stability of income, productivity, and value creation on platforms by workers and firms. The social sustainability has examined under aspects of job security, labour rights, skill development, inclusiveness and wellbeing of the workers. The environmental aspect evaluates the resource efficiency, less commuting emissions, and green practices that the gig economy facilitates, and the new ecological issues, including more congestion in cities and ewaste. The study utilizes an extensive review of empirical studies, policy reports and platform data to point out major trade-offs and interdependencies across the three pillars of sustainability by considering the quantitative and exploratory research techniques on collecting secondary data and projected data. Descriptive statistics tools and correlations have been shown among GDP, Employment, and gig workforce. The results imply that the gig economy can contribute to inclusive growth and environmental efficiency, but it has to be sustained by favorable regulatory frameworks, responsible governance of the platforms, and the incorporation of social protection systems. The paper adds to the current policy and scholarly discussions by suggesting an inclusive approach to sustainability in the gig economy and identifying the future areas of research to achieve balanced and robust platformbased working ecosystems.
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    Item type:Item, Article Access status: Open Access ,
    Impact of Influencer Marketing on Purchase Intent among Gen Z
    (University of North Bengal, 2025-03) Chettri, Risha; Sharma, Sagar
    In the contemporary digital environment, social media has transformed marketing communication into a more interactive, peer-driven process. Influencer marketing has emerged as a powerful strategy, particularly among Generation Z (Gen Z), who have grown up in a fully digital ecosystem. Unlike previous generations, Gen Z consumers are more skeptical of traditional advertising and place greater emphasis on authenticity, credibility, and peer recommendations. This study examines the impact of influencer marketing on the purchase intention of Gen Z consumers, focusing on key influencer attributes such as credibility, trustworthiness, expertise, attractiveness, and perceived authenticity. Grounded in Social Influence Theory, the research adopts a descriptive and analytical design. Primary data were collected through a structured questionnaire from 157 Gen Z respondents (aged 18–25) in and around Siliguri using convenience sampling. Reliability of measurement scales was tested using Cronbach’s alpha, and data were analyzed using descriptive statistics, correlation, and regression techniques. The findings indicate that influencer marketing significantly affects Gen Z’s purchase intention. Trustworthiness, transparency in sponsored content, and alignment between influencer values and brand identity were found to be strong predictors of purchase intention. Influencer expertise, particularly in product categories such as technology, beauty, fashion, and fitness, positively influenced consumer decisions. While physical attractiveness had some impact, it was less influential compared to trust and expertise. Additionally, parasocial interaction was found to mediate the relationship between influencer marketing and purchase intention, highlighting the importance of emotional connection and long-term engagement. The study underscores the strategic importance of authentic and valuedriven influencer marketing for effectively engaging Generation Z consumers.
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    Item type:Item, Article Access status: Open Access ,
    Linkage Between Financial Viability and ESG Performance: A Panel Study of Select Energy Sector in India
    (University of North BEngal, 2025-03) Wangyal, Tsering; Bag, Abhijeet
    Energy plays a pivot a role in developing India’s economic and social development, from industrial growth to improving standard of living. On the other hand, energy is responsible for the majority of climate change-causing greenhouse gas emissions, mostly from the burning of fossil fuels. India stands 3rd in global ranking in emission of CO2 gases from fuel combustion [IEA]. With the growing concern for sustainability, in the energy sector, the responsibility of company has widened with the objective of strengthening financial position together with its involvement in the socially responsible activities. The study aims to explore the influence of CSR together with company financial performance on its future growth and to know the overall impact on ESG (Environmental, Social, and Governance) score of the energy sector in India.
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    Item type:Item, Article Access status: Open Access ,
    Semantic Clustering of Material ESG Issues: A Comparative Study on Indian Private and Public Sector Banks
    (University of North Bengal, 2025-03) Paul, Trikal Kumar; Sarkar, Soumitra
    The role of banks in emerging countries such as India is indubitable, and with sustainable development being recognised as the path forward, this role has now added on the facets of sustainability. Similar to companies in other sectors, banks too report their sustainability practices and performance through sustainability reports, within which the concept of materiality assessments is an important aspect. Materiality assessments provide stakeholders with information on environment, social and governance (ESG) issues that companies deem to be material. While materiality assessments and issues have been studied for a myriad of industries, works comparing the material issues of banks in India remain scarce. This study makes use of multiple Python libraries to semantically cluster material ESG issues of Indian banks and compares the frequencies and proportions of clusters across the categories of private and public sector banks. Since discrepancies were found in material topics reported by banks across various reporting frameworks in a given year, the mandatory Business Responsibility and Sustainability Report (BRSR) was given precedence. Semantic clustering identified eight material ESG issues, with “Managing Climate Change Impacts” being the most frequent issue and “Regulatory Compliance” being the least frequent. Comparing the aggregate frequency of ESG using Wilcoxon-Mann-Whitney Test reveal that private banks report ESG issues more frequently than their public sector counterparts. However, testing differences in the proportions of frequencies across private and public sector exhibit insignificant differences, highlighting that across ownership categories, Indian banks are not qualitatively different in how they view ESG issues they deem material.
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    Item type:Item, Article Access status: Open Access ,
    Barriers to Implementation of Green Human Resource Management Practices in Pharmaceutical Companies: Evidence from Sikkim
    (University of North Bengal, 2025-03) Bishnu, Soumili; Ghosh, Gangotree
    Environmental sustainability has emerged as a central concern for contemporary organizations to inspire them to integrate environmental responsibility into their core strategies. As a result, sustainability has evolved from a peripheral compliance issue to a strategic organizational priority to give birth to a mechanism called Green Human Resource Management (GHRM), which refers to the integration of environmental objectives into human resource policies and practices such as recruitment, training and development, performance appraisal, and reward systems. Despite growing interest in GHRM, empirical evidences indicate that many organizations struggle to translate green HR policies into effective practice. These challenges are amplified in the resource-intensive and hazardous waste generating production processes of pharmaceutical industry especially in the ecologically sensitive regions such as Sikkim, a Himalayan state characterized by fragile ecosystems and strong environmental priorities. With the help of primary and secondary data the present descriptive and analytical research study intends to identify and examine the key barriers affecting the implementation of GHRM practices in pharmaceutical companies operating in Sikkim. With the purposive sampling technique primary data was collected from 254 respondents including 74 managers and 180 employees working in pharmaceutical companies in Sikkim. Data so collected are analyzed with the help of descriptive statistics, mean score analysis, and the Garrett Ranking Technique. The findings of the study reveal that the effective implementation of Green Human Resource Management practices in pharmaceutical companies is constrained by multiple interrelated barriers rooted from lack of top management commitment, inadequate green training and awareness, absence of formal and well-defined GHRM policies, financial constraints, weak green reward and incentive systems, resistance to organizational change, and limited employee empowerment.