| Paper ID |
IJIFR/V13/E3/011
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| Author |
Pratiti Bakshi, University of hyderabad
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| Paper Title |
Devotion To Marginalization:The Fate Of Devadasis In Colonial India
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| Subject Category |
History
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| Abstract |
This paper explores the evolution and decline of the Devadasi pratha in colonial India with a special emphasis on the Kalavantulu community of Andhra Pradesh. It examines the colonial legal intervention, it’s Victorian morality and the civilizing mission which misrepresent the indigenous culture in particular and society in general which equates the sacred performance traditions with prostitution. The study tries to trace the transformation of temple dancers from respected and honourable position of custodians of classical art to marginalized sections under colonial and nationalist scrutiny. The paper invokes a critical engagement with Marxist and Postcolonial feminist frameworks which helped in interrogating the intersections of caste, gender and state policy which shaped the lives of Devadasis. The paper tries to challenge the notion that Devadasis were passive victims by throwing light on their cultural agency, resistance strategies and continuous efforts to reclaim their voices and identities. Through this the paper tries to reposition the Devadasis not as a “barbaric” past but as a symbol of artistic resilience and political assertion against the colonial modernity.
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| Keyword |
cultural agency, victorian morality, colonial modernity, Kalavantulu, Andhra Natyam, postcolonial feminism, civilizing mission, occupational group
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| Paper ID |
IJIFR/V13/E3/010
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| Author |
Dr. Reshmi A. Rajan, Kumaraguru College of Liberal Arts and Science
Deepak Thothadri J, Kumaraguru College of Liberal Arts and Science
Ashwin A S, Kumaraguru College of Liberal Arts and Science
Anantika RB, Kumaraguru College of Liberal Arts and Science
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| Paper Title |
Digital Nudging: An Analysis Of E-Commerce UI/UX In Shaping Green Consumer Decisions
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| Subject Category |
Commerce & Business Management
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| Abstract |
With the unprecedented growth in the field of the E commerce we have seen the revolutionary development of the UI/UX which has immensely affected the customer decisions and market trends in the past decade. Through a 100% survey and insights from behavioural economics, the study shows that people’s attitude does not usually match their actions. Although most of the respondents wanted to contribute positively towards environmental reforms, most of them refused to pay extra upfront or hidden charges for the same. And they preferred going by reviews, discounts, peer signals to make their decisions in such E Commerce platforms. When it comes to encouraging greener choices making, making eco-friendly options the default works best (38%). People where strongly influenced by what others around them were doing (88%). Tracking personal impact helped keeping people engaged too. This rapid growth has brought unseen challenges into the market where not only the customer decisions, but the UI & UX interventions guide the customers into making sustainable choices on their purchases. This research aims to shed light on the behavioural economics of consumers making sustainable choices in their day-to-day purchases through E-Commerce platforms. Keywords: Digital nudging, green consumer behaviour, sustainable e-commerce, UI/UX design, behavioural economics, eco-friendly defaults, peer influence, customer decision-making, environmental sustainability, online shopping patterns
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| Keyword |
Digital nudging, green consumer behaviour, sustainable e-commerce, UI/UX design, behavioral economics, eco-friendly defaults, peer influence, customer decision-making, environmental sustainability, online shopping patterns
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| Paper ID |
IJIFR/V13/E3/009
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| Author |
Mohammad Yaseen C.G Research Scholar Alagappa University College of Education Alagappa University Karaikudi, Alagappa University College of education Alagappa University
Dr.JE.Merlin Sasikala, Alagappa University College of Education Alagappa University Karaikudi
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| Paper Title |
INSTITUTIONAL CLIMATE AS A DETERMINANT OF ACADEMIC ACHIEVEMENT: EVIDENCE FROM LAKSHADWEEP
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| Subject Category |
Education
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| Abstract |
Abstract
This study explores the influence of institutional climate on the academic performance of secondary school students in Lakshadweep. Institutional climate encompasses the overall environment of a school, including teacher-student interactions, peer relationships, administrative support, classroom practices, and emotional well-being. Using a descriptive survey method, data were collected from 120 students (60 boys and 60 girls) from Government Senior Secondary Schools on Kadmat, Amini, and Kalpeni islands. The Institutional Climate Inventory and students’ academic records were utilized to gather information. Statistical analyses, including mean, standard deviation, Pearson’s correlation, and t-tests, were employed. Results revealed a significant positive correlation (r = 0.62) between institutional climate and academic achievement, indicating that supportive and inclusive school environments enhance student performance. No significant gender differences were found in the perception of school climate. Key contributors to a positive climate included teacher encouragement, effective leadership, and community engagement. The study concludes that fostering a warm, collaborative, and motivating institutional atmosphere can improve learning outcomes in Lakshadweep.
Keywords: Institutional climate, academic achievement, secondary education, school environment, Lakshadweep.
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| Keyword |
Institutional climate, academic achievement, secondary education, school environment, Lakshadweep
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| Paper ID |
IJIFR/V13/E3/008
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| Author |
[email protected], Nirmala College for Women,Coimbatore
Dr.R.Uma
[email protected]
RP.Deetchana
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| Paper Title |
A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS E-PHARMACY APPS IN COIMBATORE CITY
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| Subject Category |
II MA ECONOMICS
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| Abstract |
In recent years, the emergence of e-pharmacy apps has transformed pharmaceutical retail, offering consumers convenient digital access to medicines and healthcare products. This study investigates consumer buying behaviour towards e-pharmacy apps in Coimbatore city, focusing on awareness, motivations, satisfaction, and challenges. Using a structured questionnaire survey of 45 respondents from diverse demographics, the research reveals that price advantages, quick delivery, and product availability are key drivers of adoption. While consumers appreciate home delivery and multiple payment options, concerns remain about product authenticity and delivery reliability. The findings provide insights to enhance epharmacy services and promote their wider acceptance in urban Indian markets.
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| Keyword |
E-pharmacy apps, Consumer buying behaviour, Online medicine purchase, Coimbatore, Digital healthcare
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| Paper ID |
IJIFR/V13/E3/007
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| Author |
Anju P, Central University of Kerala
Midhun C P, Central University of Kerala
Mohan A K, Central University of Kerala
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| Paper Title |
Decolonising Intersectionality in Social Work Education in the Indian Context
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| Subject Category |
Social Work
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| Abstract |
Purpose
The purpose of this conceptual paper is to examine why and how intersectionality, predominantly shaped by Western epistemologies, requires decolonisation for Indian social work education and practice, given India’s historically rooted hierarchies. Drawing on the evolution of intersectionality globally and in India, the history of social work education from its colonial origins, and the idea of epistemic decolonisation, the paper also highlights past and ongoing efforts to reimagine curricula.
Approach
Conceptual paper using a critical interpretive synthesis and decolonial hermeneutic reading of scholarship in social work, feminist/anti-caste studies, education, alongside key institutional texts (e.g., curriculum frameworks, prospectuses). Evidence was abductively organised across micro/meso/macro levels and epistemic/cultural/political/economic domains to derive suggestions for decolonising intersectionality within Indian social work education and to articulate testable propositions for future empirical work.
Findings
Imported, single-axis, and race-centric variants of intersectionality insufficiently capture India’s caste–gender matrix and risk reproducing epistemic dependency. Curricular redesign embedding caste-conscious and multilingual learning outcomes; fieldwork reconfiguration through co-supervision with community mentors and reciprocal, movement-linked placements; and assessment reform that values oral, embodied, and community-authored artefacts alongside textual outputs. Such redesign strengthens critical consciousness, improves classroom–field alignment, and equips graduates for justice-oriented practice.
Originality/value
Amid global calls to diversify curricula, this paper contributes an India-specific, decolonised intersectionality agenda for social work that is theoretically coherent and immediately actionable in pedagogy and field education. It consolidates dispersed Indian scholarship into a transferable framework, offers practice and policy blueprints (learning outcomes, modules, supervision models, assessments), and states propositions to guide empirical evaluation. The work reframes social work education as a site of cognitive justice, advancing inclusive knowledge production and more effective, context-sensitive professional preparation.
Keywords: Intersectionality; Epistemic decolonisation; Social work education; Caste–gender intersection; Indigenous epistemologies
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| Keyword |
Intersectionality; Epistemic decolonisation; Social work education; Caste–gender intersection; Indigenous epistemologies
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| Paper ID |
IJIFR/V13/E3/006
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| Author |
Vedavathi P R, Christ University
Aniritha A R, Christ University
Raksha G S, Christ University
Smita Kavatekar, Christ University
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| Paper Title |
THE ROLE OF FINFLUENCERS IN SHAPING INVESTMENT BEHAVIOUR AMONG GEN Z
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| Subject Category |
Behavioural Finance
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| Abstract |
This research explores how ‘Finfluencers’ truly affect the investment behaviours of Generation Z. Since the main source of knowledge about finance, this study examines the trust and authenticity of the content provided by the influencer. The interaction between the influencers and the audience impacts the investment decisions. The risks associated with biased contents and deceptive content has also been highlighted in the study.
The research is based upon a survey from Gen Z, who have come across financial influencers, evaluated their credibility and has expressed how much they have been influenced by the finfluencers which has an impact over their investment decisions.
The results suggest that finfluencers significantly improve financial literacy and accessibility. However, concerns have been raised regarding the influencer’s expertise, bias of the content and their experience. According to the review of the literature, Generation Z is becoming more and more reliable on social media platforms rather than traditional sources of guidance on financial information. This research shows how one’s financial behaviour varies on how much they trust the finfluencers and their content. Some studies also raise questions regarding the reliability and quality of the financial information provided and the need of regulatory requirements measures.
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| Keyword |
Gen Z, finfluencers, investment behaviour, social media, trust, financial decision-making
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| Paper ID |
IJIFR/V13/E3/005
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| Author |
Dr.Kalpana Naidu C, Associate Professor, Department of Commerce (Accounting & Finance) , Women’s Christian College, Chennai (Affiliated to University of Madras) Tamilnadu - India
ANAAHATHA S, Student, Department of Commerce (Accounting & Finance) , Women’s Christian College, Chennai (Affiliated to University of Madras)Tamilnadu- India
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| Paper Title |
Perception and Participation of Young Investors in the Cryptocurrency Market: A College-Level Perspective
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| Subject Category |
Commerce
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| Abstract |
Cryptocurrency has emerged as a disruptive financial innovation, particularly resonating with tech-savvy younger generations. Its decentralized structure, potential for high returns, and digital convenience have made it a popular yet controversial investment option. Among college students, this trend reflects both curiosity and caution — a desire for financial growth tempered by concerns about risk and volatility.
This study investigates the awareness, perception, and investment behaviour of college students toward cryptocurrency. It examines their understanding of digital assets, attitudes toward risk, information sources, and the role of financial literacy in shaping investment intentions. Findings reveal that while awareness levels are high, in-depth knowledge and responsible investment practices remain limited. The study emphasizes the need for targeted financial education to encourage informed and secure participation in digital finance
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| Keyword |
Cryptocurrency, Investment Behaviour, Financial Literacy, Perception, Digital Assets, Risk Awareness, Student Investors, Financial Education
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| Paper ID |
IJIFR/V13/E3/004
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| Author |
Aleena Joy, Doctoral candidate, Department of Human Resource Management St. Joseph’s College (Autonomous) Tiruchirappalli, Bharathidasan University Tamil Nadu, India
Vijila Yesudhas, Assistant Professor St. Joseph’s College (Autonomous) Tiruchirappalli , Bharathidasan University Tamil Nadu, India
Sravana Konnath, Associate Professor, Department of Commerce, Central University of Kerala
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| Paper Title |
UNDERSTANDING VENTURE KINSHIP IN STARTUPS: A NETNOGRAPHIC ANALYSIS OF VALUE ORIENTED PSYCHOLOGICAL CONTRACT
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| Subject Category |
Organizational Behaviour
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| Abstract |
This study explores the venture kinship effect in startups and its crucial role in fostering strong interpersonal bonds. Despite high employee attrition rates, startups demonstrate exceptional innovation due to this effect. By examining the Indian startup "Techgentsia," known for low attrition and high achievement rates, we identify factors contributing to the kinship effect and its impact on founder-team relationships. Drawing from Psychological Contract Theory (PCT) and secondary literature, we introduce the venture kinship effect concept. Using a two-phase research design, the first phase employs thematic analysis and netnography to identify kinship effect elements from employer. The second phase involves interviews with employees of Techgentsia from different periods, revealing outputs from their perspective. Our findings underscore the importance of the kinship effect in startups, providing valuable insights for HR professionals and leaders to foster unity, cohesion, and dedication, crucial for sustainable growth in today's competitive business environment.
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| Keyword |
Interpersonal relationships, Kinship, Netnography, Psychological contract, Startups.
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| Paper ID |
IJIFR/V13/E3/003
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| Author |
Dr. L.A. Razia Fathima, Assistant Professor, School of Commerce,Kumaraguru College of Liberal Arts and Science
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| Paper Title |
GREEN FINANCE AND SUSTAINABLE DEVELOPMENT: EXPLORING AWARENESS, DEMOGRAPHIC INFLUENCES, AND ADOPTION PATHWAY
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| Subject Category |
Commerce
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| Abstract |
Green finance is crucial in the attainment of sustainable investment objectives that help in the fight against climate change, and the conservation of the environment. It ranges from green bonds, carbon credits, sustainability-linked loans that will be used in financing renewable energy projects, pollution control and climate change adaptation. Nevertheless, the transition from awareness to the ability to make corresponding investments regarding the support of sustainable solutions remains an issue even on the increased individual level of environmental consciousness and understanding of the role of green finance. Notably, this study pursues the following objectives: To analyses the nature of green finance or sustainable finance, to evaluate the government’s role in green finance or sustainable finance, to measure the extent of green finance or sustainable finance consciousness in inducing practical change. Consequently, with the purpose of identifying the awareness of green financial instruments and the underlying restrictions concerning their dissemination, the study is designed to present recommendations for the change among the key subjects: governments, businesses, and consumers. Usually, more information on demographic characteristics and developed awareness of green finance supports research in examining the effects of several educational, occupational and income factors. In conclusion, it can be stated that the paper adds value to the current literature on green finance and potentiality, as well as how knowledge created on these subjects can be put to use in practical usable investment actions which would contribute to the improvement of environmental sustainability and combating effects of climate change.
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| Keyword |
Green finance, sustainable investments, green bonds, carbon credits, renewable energy, environmental sustainability, financial instruments
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| Paper ID |
IJIFR/V13/E3/002
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| Author |
Dr. J.E. Merlin Sasikala, Associate Professor, Department of Education, Alagappa University College of education, Alagappa University, Karaikudi
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| Paper Title |
TEACHERS PERCEPTIONS ON THE USE OF ARTIFICIAL INTELLIGENCE TOOLS IN TEACHING SCIENCE
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| Subject Category |
EDUCATION
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| Abstract |
In recent years, artificial intelligence (AI) has emerged as a transformative force across many sectors, including education. AI-driven applications such as intelligent tutoring systems, adaptive assessment tools, and virtual laboratories have begun to reshape how science concepts are taught and learned. Despite this growing global trend, the extent to which teachers understand, accept, and use these tools remains uncertain—especially in semi-urban and rural regions of India. This quantitative study explores science teachers’ perceptions of using AI tools in classroom instruction in and around Karaikudi, Sivagangai District, Tamil Nadu. A sample of 60 middle- and high-school science teachers was selected using stratified random sampling. Data were collected through a structured questionnaire based on the Technology Acceptance Model (TAM), measuring perceived usefulness, perceived ease of use, attitude toward AI, and intention to use AI in teaching. Descriptive and inferential statistics (mean, SD, correlation, and t-tests) were used to analyze the data. Findings revealed that teachers hold generally positive attitudes toward AI integration in science education, recognising its potential to enhance engagement, visualization, and individualized learning. However, barriers such as inadequate infrastructure, lack of technical training, and ethical concerns about AI misuse were also reported. The study concludes that while teachers are open to innovation, successful AI adoption will require targeted professional development and improved institutional support.
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| Keyword |
Artificial Intelligence (AI); Science Education; Teacher Perceptions; Educational Technology
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| Paper ID |
IJIFR/V13/E3/001
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| Author |
Dr. P. Karthika, Assistant Professor, Department of Commerce (IB), Nallamuthu Gounder Mahalingam College, Pollachi
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| Paper Title |
Living Abroad, Spending More: A Study on the Economic Pressure Faced by Indian Diaspora
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| Subject Category |
Commerce
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| Abstract |
In an increasingly interconnected world, millions of Indians have chosen to live and work abroad in search of better career opportunities, advanced education, and improved living standards. These Non-Resident Indians (NRIs) contribute significantly to both the global economy and India’s economic landscape through remittances and investments. However, behind the apparent financial success lies a complex reality one marked by rising economic pressures and financial commitments. This study aims to address the economic pressures, income and expenditure behavior of 467 Non-Resident Indian from various countries. A well-structured questionnaire has been framed and issued through mail by adopting snowball sampling technique. The collected samples were analysed by using simple percentage, chi-square and weighted average ranking method. The findings revealed that the most burdening expense for the respondents was house rent, which took up a major share of their income. This was followed by home and host country taxes, adding further financial pressure. Overall, these expenses highlight the economic strain and cost-of-living challenges faced by the respondents.
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| Keyword |
Career, cost of living, Remittances, investments, burdening expenses
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