In the evolving digital marketplace, consumer behaviour is increasingly shaped by green marketing strategies, particularly in the context of sustainable consumption. This study aims to examine the mechanisms through which green content marketing and green affiliate marketing influence green variety-seeking shopping behaviours, with particular attention to the role of green shopping motives and the effectiveness of marketing strategies. As traditional retail methods face limitations, digital marketing channels provide new avenues to engage consumers through personalized and dynamic content. Using the Theory–Context–Characteristics–Methodology (TCCM) framework, this research systematically examines the existing literature to identify key theories, contexts, characteristics, and methodologies relevant to variety-seeking behaviours towards green products. The study explores the psychological and behavioural drivers behind shopping choices, offering insights into why consumers exhibit variety-seeking behaviour when purchasing green products. The results indicate that effective green content and affiliate marketing drive variety-seeking behaviour in green shopping, with consumer motives serving as a key mediating factor. The conceptual model developed in this study provides a structured understanding of how modern marketing strategies shape consumer preferences and engagement with green products. This study offers a future research agenda and practical implications for marketers and retailers. By understanding these influences, businesses can refine their marketing strategies to strengthen green shopping motives, encourage sustainable consumption over traditional consumption, and adapt to the dynamic retail landscape.

Purpose: The main purpose of this research work is to find the scope of enhancing the teachers’ work-efficiency through the logical linkages of emotional exhaustion, attitude, knowledge management (KM), and community-engagement. Methods: With a qualitative research approach, i.e.: Total Interpretive Structural Modeling (TISM), this study tried to explore the intricate relationships between the aforesaid components in Indian context. With the overview of community engagement having its significant importance in educational settings, research problem is defined, which guided for extensive literature review, the core part of TISM. The study utilizes fundaments of ISM along with the contextual relationships to reach the hierarchical model of TISM to visually represent the relationships between the identified factors, reflecting their driving power and dependency power. Results & discussions: This study established the complete interpretations of the linkages among variables through developed model of TISM. Further, this research-work shows how the identified factors collectively contribute to teachers’ overall work-efficiency, where online customer-engagement and offline customer-engagement forms the context for the attitude and KM, and emotional exhaustion that are in turn leads to work-efficiency of teachers. Implications of the study: This study highlights the scopes for comprehensive strategies to enhance work-efficiency of teachers through fostering positive attitudes and effective KM on the ground of community engagement, where emotional exhaustion is managed adequately.

Entrepreneurship and Sustainability Issues is a peer-reviewed journal which publishes original research papers and case studies

This study explores the interrelationships among business digitalisation (BD), organisational leadership (OL), business innovation (BI), and entrepreneurship sustainability (ES) to assess whether synergistic effects exist and how they influence business sustainability outcomes. A mixed-method approach was applied, combining bibliometric techniques, such as citation analysis, frequency distributions, co-word analysis, co-occurrence mapping, and relational frequency matrices, with qualitative content analysis and conceptual synthesis. The dataset includes 311 peer-reviewed articles published between 2001 and 2023, drawn from Web of Science, SCOPUS, and selected grey literature, all focusing on at least one of the four constructs. Findings show strong evidence of multiple interconnections, particularly BD–OL and BI–BD, with Asia, especially India, demonstrating how leadership drives digitalisation and innovation. However, ES–BI and ES–OL remain underexplored, representing significant research opportunities. Results confirm BD as a key enabler across innovation and sustainability, often mediated by leadership and innovation dynamics. Implications suggest that policymakers should support integrated digital, leadership, and innovation frameworks to foster sustainable entrepreneurship, while business leaders are encouraged to invest in digital capabilities and innovation-driven leadership. Educational institutions should emphasise interdisciplinary training that integrates digitalisation, leadership, and sustainability. By highlighting overlooked connections and offering a global perspective, this study advances theoretical and practical understanding of sustainable digital entrepreneurship. Keywords: Business digitalisation; Organisational leadership; Business innovation; Entrepreneurship sustainability; Bibliometric analysis; Sustainable digital entrepreneurship

Employee of any organization starts his/her recognitions from the society that ultimately reach the organization, where he/she earns the livelihood. So, the resiliency of an employee (sales-force of any commercial organization in this study) should be understood on the touch-points of salesemployee with society. On this context, the main purpose of this study is to explore the strategic relationships of social communication, social change, and social engagement of the sales-employees to build the concerned employees’ resiliency. With the descriptive research design, this research-work is intended to study the above said relationship by extensive literature review. Major outcomes of this study refer that social communication in varying level makes the employee of an organization engage with the social activities and simultaneously develop the psychological adjustment of the concerned sales-employee towards social change. Finally, the social engagement and self-accommodation to the social change build the resilient sales-force of the concerned retail organization. A conceptual model is developed that justifies the above outcomes, which is the major contribution or novelty of this study. Thus, the industrial implication of the said outcomes is that any commercial organization should develop the social orientation of their sales-force by developing their social communication continuously, which in turn enables the concerned sales-employees for better adoptability to any social changes, for insulate themselves for adverse social (market) conditions, and for productive social engagement in the marketing orientations. The said causal relationship ultimate give the return to the organization in the form of resilient sales-force. And, social implication refers that the society will be aware of the truth regarding the functioning of sales-functions of organization in the context of social contribution of those organizations.