COMMERCE RESEARCH REVIEW

Examine the Intention of Generation Z to Adopt Metaverse Apps and Devices: A Technology Acceptance Model Approach

2025-07-30T17:01:45+0530

Abstract
This study will investigate the perceptions of Generation Z about metaverse applications and devices in underdeveloped nations such as India.This study will examine perceived usefulness, perceived ease of use, and perceived entertainment. Additionally, personal innovativeness in information technology will be examined. Exploratory factor analysis (EFA) will identify the components, and multiple regression will evaluate the link between independent variables and dependent variables in metaverse app and device uptake. The results show that metaverse application and gadget use are significantly influenced by perceived usefulness, perceived enjoyment, PEOU, and personal innovativeness in information technology (PIIT). The findings affect marketers and developers creating Z-generation metaverse experiences that are entertaining and useful. This study should assist metaverse and internet companies attract young customers to the metaverse.
Keywords: Perceived Usefulness, PEOU, Perceived Enjoyment, PIIT and Generation Z.

From Regional Kitchens to Digital Carts: E-Commerce, Brand Management, and Innovation in India's Blended Spices and Seasonings Sector

2025-07-31T15:28:41+0530

The study explores the transformation of India's blended spices and seasonings sector from traditional regional kitchens to modern digital commerce platforms. It aims to examine how e-commerce adoption, brand management strategies, and product innovations are reshaping the growth trajectories of both legacy and emerging brands in this sector. Utilizing a qualitative research framework, the present study employs a systematic thematic analysis methodology. Primary data were obtained via comprehensive interviews with brand managers, founders, and industry specialists, whereas secondary data were sourced from corporate reports, e-commerce platform analytics, and industry-related publications. The thematic analysis procedure was informed by Braun & Clarke’s (2006) six-phase framework.
The research uncovers five critical themes:
(1) Digitization of traditional spice brands,
(2) Brand positioning challenges in digital marketplaces,
(3) Innovation in product development and packaging,
(4) Balancing act between regional authenticity and global scalability, and
(5) Shifts in consumer perception driven by online brand experiences.

These insights reveal that innovation-led brand management combined with strategic digital adoption is pivotal for sustainable market penetration in the seasoning category. This study bridges the research gap between traditional FMCG branding and emerging e-commerce strategies in the Indian context. A new conceptual framework to link brand innovation, e-commerce integration, and consumer behaviour in the context of spices and seasonings is presented. It thus offers actionable inputs to marketers, brand strategists, and policymakers geared towards enhancing the digital competitiveness of traditional FMCG categories.

Analyzing the Impact of Government Policies and Initiatives in Facilitating Entrepreneurial Growth for Women Entrepreneurs.

2025-07-30T16:57:31+0530

The purpose of this review paper is to critically assess the role of government policies and programs in encouraging entrepreneurial development among women entrepreneurs. As the contribution of women to economic growth through entrepreneurship becomes increasingly recognized at the international level, governments have launched various policies to enhance gender equality and empower female enterprises. This paper discusses the effectiveness of such policies and programs for women-owned businesses. A thorough literature search was done on Emerald Insight, Elsevier, and Google Scholar with the keywords of government policies, institutional support, women entrepreneurs, and policy framework. The articles were between 2005 and 2023, with the direct relevance to the role of government policy in women entrepreneurs being the only ones selected for analysis. The review indicates that despite many government programs having a positive impact on women's entrepreneurship, issues of limited access to finance, bureaucratic barriers, and socio-cultural limitations still exist. The results highlight the importance of intersectional and context-specific policy regimes that take into account the varied experiences and backgrounds of women entrepreneurs.

This paper makes its contribution to scholarship by providing an intersectional prism through which government policies are compared and contrasted in their implications for women entrepreneurs across lines like socio-economic class, geographic locale, and race. It is also providing comparative analysis of worldwide models, gaining new insights from adaptive policy paradigms. The review is constrained by published literature availability and scope and does not necessarily capture policy changes in real time or grassroots-level realities in all locations. The research offers pragmatic advice to policymakers to create more responsive and inclusive programs. The research also directs future scholarly inquiry by pointing out under-researched aspects of policy influence on women's entrepreneurship.

The article highlights the significance of enabling policy environments in realizing gender equity, economic empowerment, and inclusive growth through increased female entrepreneurial participation.

From Cash to Clicks: UPI’s Role in Shaping Digital Payments in India

2025-07-30T16:30:37+0530

Abstract
India's financial environment has undergone a significant transformation, moving away from a cash-centric approach toward a digitally oriented economy. Introduced in 2016 by the NPCI, the UPI has played a pivotal role in this evolution by facilitating instant, secure, and seamless bank-to-bank transfers through mobile platforms. As of May 2025, UPI facilitates over 14.5 billion monthly transactions valued above ₹20 lakh crore, accounting for more than 75% of all retail digital payments in India. This paper explores UPI’s growth, functionality, and its expanding role in India’s payment ecosystem through an analysis of trends from FY 2017–18 to FY 2023–24. Data shows exponential growth in UPI adoption, with a marked transition from Person-to-Person (P2P) to Person-to-Merchant (P2M) transactions, indicating rising commercial integration. Supported by innovations like UPI Autopay, UPI Lite, and credit card linkage, by enabling widespread access to seamless digital transactions, UPI has become instrumental in advancing financial inclusion and reinforcing the foundation of India’s digital economy. While it faces challenges such as cybersecurity risks, server constraints, and digital illiteracy, its overall impact is undeniable. Drawing on RBI and NPCI data, this study highlights UPI’s role in transforming India into a
global fintech leader. The findings underscore UPI’s importance in driving inclusive, scalable, and future-ready digital payment systems in both domestic and international contexts.

Cosmetic Choices in the Green Era: Evaluating Sustainable and Green Practices’ Influence on Consumers

2025-08-01T13:25:38+0530

Abstract
The study aims to assess the awareness level of consumers regarding the adoption of environmentally friendly practices by the cosmetic industry and their propensity to buy eco-friendly cosmetics and to determine the potential obstacles to and driving forces behind the adoption of eco-friendly cosmetics by consumers. The study employs a quantitative research approach to evaluate consumer awareness, purchase intent, and factors influencing the adoption of sustainable cosmetics. Through an online survey using convenience and snowball sampling, data collection was done. Regression analysis, percentage analysis, and descriptive statistics were all performed using SPSS to test hypotheses. According to the results, 44.5% of respondents had just a partial understanding of green cosmetic procedures, whilst 25.5% were fully aware of them. Nonetheless, 8.2% were ignorant and 21.8% were unsure, highlighting the need for more education. Natural ingredients, eco-friendly packaging, and cruelty-free claims are what drive consumers’ demand for eco-friendly skincare and hair care products. Low awareness levels are confirmed by hypothesis testing; however, awareness and purchase intent are positively correlated. To encourage the use of sustainable cosmetics, issues including increased prices, scepticism and restricted availability must be resolved. The study adds to the body of existing literature by assessing the awareness level of consumers regarding the adoption of environmentally friendly practices by the cosmetic industry and their propensity to buy eco-friendly cosmetics and determining the potential obstacles to and driving forces behind the adoption of eco-friendly cosmetics by consumers. The study uses a structured questionnaire, which may limit the depth of responses, which could lower the quality of the insights. Furthermore, because it is cross-sectional, it only records a single moment in time and ignores changing patterns. This study advances sustainability research in the cosmetic industry. It helps firms target environmentally sensitive consumers, enhance marketing tactics, and solve issues with accessibility and cost. The results can be used by policymakers to support green policies, making the beauty business more competitive and sustainable.

Nature and Extent of ESG Disclosure in India: A Study of Selected Nifty-200 Companies

2025-07-30T16:55:42+0530

Abstract
The present study aim is an attempt to examine the nature and extent of ESG disclosure by Indian companies. The study has highlighted that ESG disclosure practices are showing an increasing trend in Indian companies. The selected sample has consisted of the most representative companies of the Nifty-200 index. The nature and extent of ESG disclosure are summarised into ten themes and thirteen parameters. The data highlights consistent improvement in the nature and expanse of ESG disclosures in India from 2019-20 to 2023-24. While environmental themes, particularly emissions and energy, show the strongest progress, social and governance areas are also advancing steadily. Continued regulatory support, coupled with corporate commitment, will be key to sustaining this momentum and addressing lagging areas such as product quality, data privacy, and biodiversity. Overall, there is a favourable trend toward sustainable business practices as Indian companies are becoming more transparent and aligned with international ESG norms. The most consistent top performers are Reliance Industries Ltd. and Infosys Ltd., demonstrating their leadership and adaptability. Companies such as Pidilite Industries Ltd., SRF Ltd., and Dr. Reddy's Laboratories Ltd. emerged strongly after 2021, indicating shifting market dynamics. Despite the dominance of the energy, IT, and financial sectors, chemicals and medicines are becoming significant contributors.

Analyzing the Emerging trends of Electric and Conventional Vehicle Usage in Dehradun

2025-07-30T16:54:56+0530

Abstract
The study focused on the current status of electric and conventional vehicles, which was assessed in Dehradun. A vehicle is defined as a machine, such as a car, bus, truck, bike, scooter, or auto rickshaw, whether electric or non-electric, that has an engine and is used to carry passengers from one location to another. The study categorizes vehicles into two types: electric and non-electric. Both electric and non-electric vehicles are divided into three further categories. i.e., two-wheelers, three-wheelers, and four-wheelers. This study's foundation is secondary data from the preceding ten years, from 2015 to 2024, collected from reports of the RTO office of Dehradun. After gathering the data, these were analyzed by statistical tools, such as simple growth rate, five-year change, and ten-year change of electric and conventional vehicles. The result of the analysis shows that the growth of electric vehicles increased from 2015 to 2024, while a decline was observed in non-electric three-wheelers and small four-wheelers (2024 compared to 2015). It has been determined from consumer purchasing that in Dehradun, interest and behavior have shifted from non-electric to electric vehicles.

Mutual Funds and Indian Society: A Study of Investors' Behaviour and Investment Trends

2025-07-30T16:53:58+0530

Abstract
In the current scenario, Mutual funds have become an essential investment vehicle for individuals and institutions worldwide, very helpful in mobilizing savings and channeling them into productive investments. Mutual funds have emerged as a cornerstone of modern financial systems, providing an accessible and efficient mechanism for individuals and institutions to invest in diversified portfolios. Beyond their financial utility, mutual funds significantly influence societal development in various ways. This paper examines the broad impact of mutual funds on Indian society, focusing on their role in economic development, financial literacy, wealth distribution, investors' behaviour and investment trends. By mobilizing individual and institutional savings, mutual funds contribute to capital formation, market stability, and business expansion, thereby fostering economic growth and job creation. In addition to economic benefits, mutual funds are increasingly aligned with societal priorities, poverty reduction, and inequality. However, the growth of mutual funds is not without challenges. Issues such as market volatility, high management fees, and limited investor awareness can hinder their potential to generate positive societal outcomes. This paper seeks to explore the multifaceted investors' behaviour and investment trends about mutual funds in the Indian society, offering insights into their benefits, challenges, and future prospects.

Unlocking Financial Innovation: A Comparative Analysis of Bank-Fintech Synergies and Emerging Challenges

2025-07-30T16:52:59+0530

This research explores the strategic advantages of collaborations between banks and fintech firms, focusing on their impact on innovation, operational efficiency, and customer experience. Uniquely, it combines Critical Discourse Analysis (CDA) and Comparative Analysis to investigate not only structural and strategic outcomes but also the narratives that shape these partnerships. This dual-method approach provides a novel lens to assess how language, power dynamics, and organizational discourse influence collaboration success. The study finds that prevailing narratives often emphasize innovation, disruption, and mutual benefit, but also reveal underlying tensions rooted in differing organizational cultures and priorities. Successful partnerships exhibit clear strategic alignment, effective governance, and open communication, leveraging fintech agility and technological prowess with banks’ regulatory knowledge, infrastructure, and customer trust.Conversely, failed collaborations frequently suffer from cultural misalignment, conflicting goals, and integration issues, limiting their ability to deliver value to stakeholders. These findings underscore the importance of not only structural
compatibility but also discursive alignment. The research concludes with an actionable roadmap for both banks and fintech, emphasizing the need to align strategic goals, foster transparent communication, and implement strong governance frameworks. This study contributes to the evolving discourse on financial innovation by illuminating both the practical and narrative dimensions of bank-fintech collaborations