Rubee Singh

Dr. Rubee Singh

Institute of Business Management, GLA University, Mathura, India
orcid
Academician, Sustainability Researcher, Author, Editor, and ...

Research Focus & Metrics

Academic Career Length

6Years (2021-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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23 February 2023 in Sustainability
Verified
Journal Article
Open access
PDF file
RKRakesh Kumar
Rakesh Kumar
RSRubee Singh
Rubee Singh
KKKishore Kumar
Kishore Kumar
Shahbaz KhanShahbaz Khan
Shahbaz Khan
Vincenzo CorvelloVincenzo Corvello
Vincenzo Corvello
The emergence of high-speed internet (5G) services and the demonetization of the Indian currency by the Government of India in the year 2016 served as catalysts for the growth of banking services, such as internet/mobile banking. The main objective of the study was to investigate the role of perceived financial cost, perceived risk, and trust in the adoption of mobile banking services by users. The study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain the adoption of mobile banking services by young Indian customers. The data from 253 users of age between 18–30 years were collected through a survey questionnaire and were analyzed using structural equation modeling with Amos 22.0. The results revealed that performance expectancy, effort expectancy, social influence, and perceived financial cost exhibited a significant positive influence on behavioral intentions. However, the facilitating conditions were found to exert no effect on actual use. In addition, the results demonstrate that both perceived risk and perceived trust moderate the relationship between behavioral intention and the actual use of mobile banking. The results of the study provide some novel insights into how perceived risk and perceived trust shape the interplay between behavioral intention and the actual use of mobile banking services. The inferences drawn from the study may enhance the understanding of the transformation of behavioral intention into the adoption and actual use of mobile banking services.

31 March 2025 in Sustainability
Verified
Journal Article
Open access
PDF file
RSRubee Singh
Rubee Singh
AJAmit Joshi
Amit Joshi
Hiranya DissanayakeHiranya Dissanayake
Hiranya Dissanayake
AIAnuradha Iddagoda
Anuradha Iddagoda
Shahbaz KhanShahbaz Khan
Shahbaz Khan
Gilberto SantosGilberto Santos
Gilberto Santos
The integration of Industry 4.0 technologies, Circular Economy (CE) principles, and Green Human Resource Management (GHRM) offers transformative potential to address global sustainability challenges. Industry 4.0, characterized by advanced digital technologies like IoT, Additive Manufacturing (AM), and Big Data Analytics (BDAA), enhances operational efficiency, resource optimization, and waste minimization. Concurrently, CE redefines economic models through resource conservation, lifecycle extension, and reduced environmental impact, supported by frameworks like ReSOLVE. GHRM aligns human resource practices with sustainability objectives, fostering Green behaviors and embedding environmental considerations into organizational culture. Despite the individual benefits of these frameworks, their combined application remains underexplored, with limited research on their systemic integration. This study addresses this gap by examining the synergies between Industry 4.0 technologies, CE principles, and GHRM strategies, identifying opportunities and challenges in their implementation. A theoretical model is proposed, emphasizing systemic innovation, resource efficiency, and collaborative value chains as key enablers of sustainable development. The model highlights the necessity of aligning technological advancements with human-centric approaches to overcome behavioral, organizational, and infrastructural barriers in transitioning toward sustainability. The findings offer practical insights for policymakers and industry leaders, outlining strategies for integrating Industry 4.0 with CE and GHRM to drive sustainability transitions. By synthesizing technological, environmental, and human resource dimensions, this research contributes both theoretically and practically, positioning organizations to enhance sustainability while maintaining competitiveness in evolving economic landscapes.

10 April 2023 in Sustainability
Verified
Journal Article
Open access
PDF file
RKRakesh Kumar
Rakesh Kumar
KKKishore Kumar
Kishore Kumar
RSRubee Singh
Rubee Singh
José Carlos SáJosé Carlos Sá
José Carlos Sá
Sandro CarvalhoSandro Carvalho
Sandro Carvalho
Gilberto SantosGilberto Santos
Gilberto Santos
Due to environmental degradation, using environment-friendly products has become necessary to reduce carbon emissions. However, the consumption of such products is still below expectations because these products are usually costlier than their traditional counterparts. The current study aims to investigate consumer behavior towards environment-friendly products using Ajzen’s theory of planned behavior as a theoretical model. The study seeks to examine the role of the key determinates of environmentally conscious purchase behavior, such as ethical obligation and green self-identity. A total of 386 responses were collected from consumers living in a few major cities of northern India using purposive sampling. The data were analyzed using structural equation modeling in Amos 22.0. The results demonstrated that attitudes towards environment-friendly products perceived behavioral control and green self-identity as the major determinants of green purchase intentions. In addition, attitude was reported to mediate the effect of ethical obligation on green purchase intentions and green self-identity was found to moderate the effect of attitude on green purchase intentions. Additionally, green self-identity was also reported to moderate the relationship between ethical obligation and attitude. The study adds value to the existing literature by signifying the role of green self-identity and ethical obligation in stimulating consumers’ green purchase intentions. The findings of the study are also meaningful for marketers and policymakers.

6 February 2022 in Logistics
Verified
Journal Article
Open access
PDF file
Shahbaz KhanShahbaz Khan
Shahbaz Khan
RSRubee Singh
Rubee Singh
AHAbid Haleem
Abid Haleem
JDJacinta Dsilva
Jacinta Dsilva
Sadia Samar AliSadia Samar Ali
Sadia Samar Ali
Background: Fourth Industrial Revolution (Industry 4.0) has revolutionized the operations, technologies, logistics and supply chain. To align with industry 4.0, the conventional logistics processes need to upgrade into digital logistics (logistics 4.0). This study aims to analyse the critical success factors of logistics 4.0. Methods: To accomplish this objective a comprehensive literature review is conducted for the identification of the critical success factors of logistics 4.0 with the expert’s input. These critical success factors are interrelated, and this interrelationship is explored through the DEMATEL approach. The applied methodology is categorised the critical success factors into cause-and-effect groups. Six factors belong to the cause group and the remaining four belong to the effect group. Results: The ‘top management commitment and support’, ‘aligning the initiatives of logistic 4.0 with organizational strategy’ and ‘technological infrastructure’ are the most influential critical success factors. This analysis also recognized the most influential and influenced factor amongst all identified critical success factors that will help the practitioners to optimal utilization of the resources. Conclusions: The findings of the study support the managers and practitioners in strategizing their effort for logistics 4.0 adoption.

13 January 2023 in Applied Sciences
Verified
Journal Article
Open access
PDF file
RSRubee Singh
Rubee Singh
Shahbaz KhanShahbaz Khan
Shahbaz Khan
JDJacinta Dsilva
Jacinta Dsilva
Centobelli PieraCentobelli Piera
Centobelli Piera
The Food Supply Chain (FSC) can be made more efficient, resilient, and transparent by implementing industry 4.0 technologies. In this context, blockchain and the Internet of Things (IoT) become a panacea for several FSC problems. As a result of FSC complexity and their specific needs, the adoption of Blockchain integrated IoT (B-IoT) in FSC is challenging, and further investigation is required. Therefore, this study aims to explore the Critical Success Factors (CSFs) for the adoption B-IoT in FSC. To achieve this objective, a literature review is conducted to identify the CSFs of B-IoT adoption and then a grey Delphi is conducted on finalised CSFs. Ten CSFs finalised that faceplate for the adoption of B-IoT in FSC. Further, these CSFs were analysed through a grey Decision-Making Trial and Evaluation Laboratory (DEMATEL) to determine the importance and causal relationships among them. A grey DEMATEL analysis also categorised these factors into influencing and influenced groups. The findings showed that “top management support”, “knowledge management”, “technology hardware readiness”, “skilled personnel”, and “high investment” were the influencing factors that needed to be addressed for the effective adoption of B-IoT. The FSC partners could benefit from the findings of this study by focusing on high-priority CSFs. The causal relationship among CSFs also helps the managers achieve optimal utilisation of resources. Further, this study encourages the FSC stakeholders to adopt the B-IoT in their supply chain to improve their performance.

24 October 2024 in Journal of Cleaner Production
Verified
Journal Article
Closed access
SKShahbaz Khan
Shahbaz Khan
RSRubee Singh
Rubee Singh
JAJasim Alnahas
Jasim Alnahas
SAStefano Abbate
Stefano Abbate
Centobelli PieraCentobelli Piera
Centobelli Piera