The International Journal of Atharva is a scholarly publication of the Atharva Business College, located in Bansbari, Kathmandu, Nepal. The journal is dedicated to advancing knowledge by publishing high-quality research articles contributed by scholars from a wide range of academic disciplines. It aims to foster academic dialogue and the dissemination of innovative ideas across various fields, providing a platform for researchers, academicians, and professionals to share their work and contribute to the global body of knowledge. The journal accepts original research papers, theoretical articles, case studies, and reviews that provide valuable insights into areas such as business management, economics, finance, social sciences, and other interdisciplinary subjects. By embracing a broad scope, the International Journal of Atharva supports the exploration of emerging trends, challenges, and opportunities in the academic and professional landscape.
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Appropriate Approaches in the Territorial Perspective for Reducing the Earthquake Risk in the Urban, Semi-Urban, and Rural Settings of Mid-Western Region of Nepal
This study explores appropriate, territory-specific approaches to earthquake risk reduction in the urban, semi-urban, and rural settings of Nepal's Mid-Western Region. Using empirical data derived from perceptions, preparedness actions, institutional capacity, and governance systems; the analysis reveals significant spatial disparities in how communities experience and respond to earthquake risks. Semi-urban areas, in particular, emerge as a critical zone of vulnerability due to inadequate attention in disaster planning, weak governance capacity, and hybrid infrastructural challenges. The findings emphasize that risk reduction measures must be context-sensitive and aligned with local geographical, institutional, and social realities. The study concludes that strengthening territorial disaster resilience requires a nuanced, inclusive, and decentralized approach that integrates policy enforcement, technical support, and community participation across all settlement types.
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Vegetable Farming and its Impacts on Economic Status of the people Living in Kalika Municipality
This study investigates the socio-economic transformations driven by the shift from subsistence to commercial vegetable farming in Kalika Municipality, Ward No. 8, Nepal. Using a mixed-methods approach, data was collected from 20 vegetable farmers through surveys and interviews to analyze changes in their livelihoods. The findings reveal significant positive impacts. Economically, vegetable farming provided a reliable year-round income, leading to a substantial increase in annual earnings and savings for 90% of respondents. This enhanced financial stability enabled investments in children's education, healthcare, and improved festival celebrations. Socially, the transition altered time use, with leisure time being reallocated to productive farming activities. The study also noted improvements in dressing patterns and health sanitation for a majority of households. The research concludes that commercial vegetable farming acts as a powerful catalyst for socio-economic development in rural Nepal. It effectively reduces poverty, enhances food security, and improves overall quality of life by providing sustainable employment and empowering local communities. The study underscores the importance of continued support through agricultural policies, market access, and capacity-building programs to sustain and amplify these benefits.
Exploring Gender Fluid Identity in B.P. Koirala’s Hitler ra Yahudi: A Journey of Self-discovery
Background: This article critically examines the subversion of stereotypical gender roles in B.P. Koirala’s novel Hitler ra Yahudi, focusing on the characters Rewa, Mrs. Macdonald, and Yakub. Methods: Drawing upon Butler’s (2007) theory of gender performativity and Kaplan’s (2015) conceptualization of travel as a metaphor for identity renegotiation, the study explores how the characters' physical and emotional journeys serve as catalysts for challenging and redefining orthodox gender norms. Findings: Applying the frameworks above, the paper infers that the protagonists' experiences reflect the fluidity of gender identities and their capacity to dismantle entrenched stereotypes. However, the analysis also problematizes the extent to which these subversions are sustained within the narrative, considering the sociocultural constraints that may reassert traditional gender roles. Conclusion: Ultimately, this study concludes that while journeys in Hitler ra Yahudi provide a platform for reconstructing gender identities, the persistence of normative structures complicates the realization of lasting transformation. Novelty: Travel helps blur the deep-rooted stereotypical gender roles in society by exposing individuals to multiple roles they can play during the journey. Therefore, travel is the means to subvert the stereotypical gender roles.
Patterns of Digital Misconduct: A Survey of Cyberbullying Behaviors in a High School Setting
This study examined the patterns of cyberbullying among high-school students using a quantitative, questionnaire-based survey design. Conducted at Geetanjali Secondary Higher School/College, the study targeted students aged 18 to 20 years, with a total of 201 respondents participating voluntarily through a Google Form questionnaire. The findings revealed that while the majority of students did not engage in direct cyberbullying behaviors, a significant minority admitted to various forms of online misconduct. For instance, 7% of respondents reported often stealing personal information, while 10.5% admitted to frequently stealing computer nicknames. Similarly, 7.5% reported always threatening others online, and 9.5% sometimes insulted peers in online forums. Subtler behaviors such as exclusion blocking or removing comments were reported by 13.4% of respondents, while 9% acknowledged sometimes sharing private conversations without consent. Mocking others’ online comments was also relatively common, with 14.9% admitting to doing so sometimes. Severe behaviors such as sending threatening emails (11.5% sometimes) and stealing email access (10.6% rarely) were less frequent but still present. Overall, the results suggest that while cyberbullying is not a dominant practice among the surveyed students, a considerable portion of participants engage in harmful online behaviors at varying levels.
Exploring Attitudes and Perceptions: A Study of Green Banking and Sustainable Investment Among Undergraduate Students
This study assesses undergraduate students’ perceptions of green banking and green investment in Kathmandu. Adopting quantitative methodology, the research employed a descriptive design and collected data via a structured Likert-scale questionnaire from 191 male and female students. The analysis revealed generally positive attitudes toward sustainable finance practices. Most respondents expressed concerns about green washing and emphasized the need for transparent reporting and adherence to international green investment standards. A strong interest in learning about green finance and support for integrating sustainability courses into university curricula was evident. Regarding green investment, awareness of sustainable options and institutional offerings was high, with media playing a key role in information dissemination. Ethical responsibility was prioritized over high returns by the majority, though willingness to invest in green projects and confidence in their profitability showed moderate levels. The findings highlight the students’ readiness to engage with green finance while underscoring the need for increased education, transparency, and institutional credibility to foster sustainable banking and investment practices in Nepal.
Awareness Without Access: Exploring University Students’ Perceptions of SRH Education in Nepal
Sexual and Reproductive Health (SRH) education is a very important aspect for the overall development of students. However, in a conservative educational context like Nepal, this topic has not yet received enough attention, due to which it has become an under-addressed topic. The aim of this study was to understand the perceptions of university-level students on SRH education. A quantitative approach was used for this. Supplementary qualitative data were used only for triangulation. A census sampling method was adopted. An online survey form was distributed to all 769 undergraduate students of the Faculty of Education. Despite several follow-ups, only 480 students responded. Thus, the response rate was 62.4%. To further enrich the findings, six students from non-health backgrounds were purposively selected. Out of them, three were male and three were female. In-depth physical interviews were conducted with them. Chi-square test was used for quantitative data analysis. Thematic analysis was adopted for data triangulation.The results showed that 87.5% of the students understood the importance of comprehensive sexuality education (CSE). Similarly, 90.6% of the students said that early intervention is needed to inform about it. However, a large gap was still seen in CSE access. Only 36.2% of students believed that their college provided adequate resources for sexuality information. Similarly, only 53.1% of students felt that a safe space was needed to discuss CSE. For female students, social stigma was a major barrier to accessing information on sexuality. Bivariate analysis showed that students who were male, older (26-35 years) and had highly educated parents, especially mothers, had more positive perceptions about SRH (sexual and reproductive health). Students have high awareness regarding SRH. However, due to social structures and cultural barriers, they do not have access to adequate knowledge. Therefore, colleges should include gender-sensitive and inclusive SRH education not only in health subjects but also in other subjects, which helps break the cycle of stigma and silence. Additionally, counseling services need to be provided to create a safe and supportive environment where all students can access reliable and competent health information.
The Role of Education in Shaping Women’s Autonomy: A Comparative Study of Rural and Urban Areas
Education is a critical factor in shaping women's autonomy, impacting their ability to make informed decisions, access opportunities, and participate fully in societal and economic activities. This comparative study examines the role of education in enhancing women's autonomy in rural and urban areas, highlighting the disparities and unique challenges faced in different contexts. The research investigates how educational attainment influences women's self-efficacy, economic independence, and social status across diverse environments. It contrasts urban areas, characterized by greater access to educational resources, with rural areas, where educational opportunities are often limited and socio-cultural constraints can be more pronounced. Data was collected through surveys, interviews, and case studies involving women from both settings to assess their educational experiences and perceived autonomy. Key findings reveal that while education significantly empowers women in both rural and urban contexts, the extent and nature of this empowerment vary. In urban areas, women with higher educational levels experience greater economic and social autonomy, facilitated by better access to resources, employment opportunities, and supportive networks. Conversely, rural women often face educational barriers due to limited infrastructure, traditional gender roles, and economic constraints, which impede their autonomy despite educational advancements. The study underscores the need for targeted policies that address these disparities, emphasizing the importance of improving educational access and quality in rural areas while continuing to support and expand opportunities in urban settings. Recommendations include enhancing educational infrastructure, promoting gender-sensitive curricula, and fostering community-based initiatives to support women's education and autonomy in both environments. This research highlights the integral role of education in shaping women's autonomy and advocates for a nuanced approach to educational policy and practice that considers the diverse needs of women in varying geographic and socio-economic contexts.
Development and Validation of a Core, Care, Cure, Based Therapeutic Framework for Psychosomatic Transitions in Dialysis
Background: Patients undergoing haemodialysis for end-stage renal disease (ESRD) frequently encounter a range of psychosomatic challenges, including persistent anxiety, chronic fatigue, emotional instability, and diminished motivation. These symptoms not only affect their psychological well-being but also interfere with treatment adherence, social functioning, and overall quality of life. Despite the clinical focus on physiological parameters, the psychosomatic dimension of dialysis care remains under-addressed in conventional models. A structured, phase-specific therapeutic approach is essential to support patients across the continuum of dialysis care before, during, and after treatment sessions. Aim: This study aimed to develop, implement, and validate a therapeutic framework based on the Core–Care–Cure model, designed to address psychosomatic transitions in dialysis patients through five targeted interventions. Methods: A descriptive research design guided the study, which was conducted in three phases. Phase I involved framework development through a comprehensive literature review and expert consultations. Phase II focused on the creation of an educational module and a protocol booklet tailored for clinical and academic use. Phase III involved validation by fifteen experts using the Item-Level Content Validity Index (I-CVI) and Scale-Level Content Validity Index (S-CVI). Results: The framework demonstrated strong content validity, with I-CVI scores ranging from 0.87 to 1.00 and an overall S-CVI of 0.94. Expert feedback highlighted the framework’s clarity, cultural relevance, and practical applicability in both clinical and educational settings. Conclusion: The validated Core–Care–Cure framework offers a structured, patient-centered model for managing psychosomatic challenges in dialysis care. Its multimodal interventions are adaptable for integration into nursing education, clinical protocols, and psychosomatic support programs, contributing to holistic healing and improved patient outcomes.
Trends and Themes in Accounting Information Systems and Performance: A Bibliometric Study (2021–2025)
Accounting Information Systems (AIS) are becoming more important for how organizations improve performance, make decisions, and ensure good governance. Many studies have been done in this area, but the research is scattered across different regions and contexts. A bibliometric study helps to bring these works together, showing the trends, main contributors, and key themes in the field. This study collected articles from the Dimensions AI database between 2021 and 2025. After screening, 212 research papers were analyzed using bibliometric tools. The number of publications has been growing, with a peak in 2024, although newer papers have fewer citations since they are still recent. A few journals, such as JASA and the European Journal of Business and Management Research, dominate the field. Influential works by Monteiro, Khalid, and Sunarta shaped the direction of research. Countries like Indonesia, Jordan, Poland, and Portugal have been leading contributors, while organizations such as Porto Accounting and Business School, Universidade da Madeira, and WSB University have played central roles. Common themes include performance, management, technology, and governance. Thematic analysis further showed five main streams: governance and performance, management systems, information quality, crisis management, and decision-making. Research on AIS and performance is growing fast but remains concentrated in certain journals, countries, and institutions. Earlier studies have gained global attention, while newer ones focus more on digital transformation and practical applications.
Awareness and Acceptance of Cultural Diversity in Healthcare Settings
Background: Nepal's multi-ethnic and multilingual society is characterized by a deep-rooted caste-based hierarchy, which has historically led to the marginalization of groups like Dalits, Janajatis, and Madhesis. This social stratification creates significant barriers to equitable healthcare access and utilization. Cultural competence among healthcare providers is therefore essential for ethical practice and quality care, yet factors limiting access for ethnic minorities remain poorly understood. Objectives: This study aimed to (1) assess the awareness and acceptance of cultural and religious diversity in healthcare among individuals in Nepal, and (2) examine gender-based differences in this awareness and acceptance. Methods: A quantitative cross-sectional study was conducted with a sample of 247 participants, including the general public, healthcare providers, patients, and students. Data were collected via an online questionnaire using simple random sampling. The instrument included a demographic section, a diversity awareness scale, and a diversity acceptance and inclusivity scale based on a Likert scale. Data were analyzed using descriptive statistics and independent samples t-tests to compare gender differences. Findings: Participants demonstrated a strong consensus (Mean=3.77) that healthcare institutions must cater to diverse patient needs. Awareness of how cultural/religious backgrounds affect healthcare preferences was moderate (Mean=3.17). A significant gender difference was found in awareness, with females (M=2.89) scoring significantly higher than males (M=2.73, p=0.030). However, no significant gender difference was observed in the level of acceptance of diversity (p=0.280). Conclusion: While there is a strong overall acceptance of the need for diversity in healthcare, awareness of its specific impact is only moderate and varies by gender. Females show a significantly greater understanding of diversity issues compared to males. Implication: The findings highlight a critical need for targeted educational interventions and cultural competence training for both healthcare professionals and the public, with a specific focus on improving awareness among male demographics. This is vital for developing more inclusive and equitable healthcare services in Nepal's diverse society.
Workforce Demographics and Behavioral Competencies in the Hospitality Industry
Background: The hospitality industry is fundamentally reliant on its human capital, where the competencies and qualifications of both staff and management are critical determinants of service quality, guest satisfaction, and organizational success. These competencies encompass a blend of knowledge, skills, attitudes, and behaviors, which have been further reshaped by globalization, digital transformation, and the heightened expectations post-COVID-19. Formal education and vocational certifications are essential for aligning employee capabilities with rigorous industry standards. Objective: This study aimed to assess the competencies and qualifications of staff and management within the hospitality sector, focusing on demographic profiles, professional development experiences, and key behavioral competencies. Methods: A quantitative, cross-sectional survey was conducted among 200 employees and managers from selected five-star hotels in the Kathmandu Valley. Data were collected via a structured questionnaire using both online and paper-based formats. Analysis was performed using descriptive statistics to generate frequencies and percentages. Findings: The findings revealed a predominantly young workforce (70% aged 21-29) with a balanced gender distribution. A majority held a Bachelor's degree (58%) and had previous hospitality experience (84.5%). Most respondents found their roles beneficial for professional growth (80%) and felt recognized for their contributions (64.5%). The primary reason for considering quitting was interpersonal issues with colleagues (28.5%), not low salary. High levels of self-reported competency were observed across key areas: ethical conduct (65.5% agree/strongly agree), time management (80.5%), customer-centric decision making (85%), and effective communication skills such as listening (90%) and encouraging others (88.5%). Conclusion: The study concludes that the workforce in five-star hotels in Kathmandu is well-educated, experienced, and possesses strong self-reported competencies crucial for hospitality roles. However, the young age profile suggests potential challenges with retention and career longevity. Job satisfaction appears to be influenced more by workplace relationships and role satisfaction than by financial compensation. Implication: The implications for hotel management are twofold. Firstly, there is a need to develop strategies that enhance team cohesion and interpersonal relationships to reduce attrition. Secondly, investing in continuous training and clear career progression pathways is essential to retain young talent and ensure the longevity of careers within the industry.
Barriers and Facilitators of Physical Activity for Mental Health Enhancement in University Students
Background: Mental health concerns among undergraduate students have reached critical levels globally, characterized by high rates of anxiety, depression, and stress, a situation exacerbated by recent global crises. In this context, physical exercise has emerged as a significant non-pharmacological intervention, with evidence suggesting its benefits for psychological well-being through neurochemical, cognitive, and social mechanisms. However, barriers such as academic pressure and low motivation often hinder consistent student engagement. Objectives: This study aimed to (1) assess the levels of physical exercise and mental health among undergraduate students, (2) examine the relationship between these two variables, and (3) analyze the impact of physical exercise on students' mental health. Methods: A quantitative cross-sectional study was conducted with 204 undergraduate students from various faculties, selected via convenience sampling. Data were collected using a self-administered questionnaire. Descriptive statistics were used to summarize demographic and response data, while inferential statistics, including Kendall’s Tau-b correlation and simple linear regression, were employed to analyze the relationship and impact between physical exercise (independent variable) and mental health (dependent variable). Findings: A strong majority of students perceived physical exercise as beneficial for managing stress (66.2%), anxiety symptoms (73%), and depressive feelings (67.2%). Correlation analysis revealed a statistically significant, positive relationship between physical exercise and mental health (τ_b = 0.292, p < 0.001). Regression analysis confirmed that physical exercise is a significant predictor of mental health (B = 0.429, β = 0.443, p < 0.001), indicating that increased physical activity is associated with improved mental well-being. Conclusion: The study concludes that physical exercise has a significant positive relationship with and a measurable positive impact on the mental health of undergraduate students. Students themselves recognize the profound psychological benefits of staying active, often valuing them above physical gains. Implication: Universities should proactively integrate accessible, inclusive, and promoted physical activity initiatives into campus life and policy. Designing programs that overcome common barriers to exercise can serve as a powerful public health strategy to enhance student psychological resilience, academic performance, and overall well-being.
Exploring Travelers’ Attitudes and Willingness to Pay for Sustainable Hotel Practices in Kathmandu
Background: Growing environmental concerns are prompting travelers to reconsider the ecological impact of tourism. Hotels, as significant consumers of resources, are adopting eco-friendly practices, though these often necessitate higher operating costs. This creates a critical challenge: determining whether guests are genuinely willing to pay a premium for sustainable accommodations. Objectives: This study aims to bridge the gap between hoteliers' investments in sustainability and their understanding of guest perceptions. It seeks to examine travelers' attitudes, awareness, and willingness to pay (WTP) for eco-certified hotels and the factors influencing their booking decisions. Methods: A quantitative, descriptive research design was employed. A structured questionnaire was distributed to 200 participants in Kathmandu using convenience sampling. Data were collected both online and in-person from guests at various budget to mid-range hotels engaged in sustainable practices. Analysis was performed using frequency distributions and percentages. Findings: The findings reveal a strong positive attitude towards eco-friendly hotels, with 76% of respondents actively seeking them and 72.5% believing they contribute to environmental protection. However, willingness to pay a 5-10% price premium was mixed: only 36.5% definitively agreed, while 47.5% were uncertain. Key motivators for paying more included support for local communities (59.5% agree/strongly agree) and zero-waste policies (58.5% agree/strongly agree). Major barriers identified were a lack of awareness (64% agree/strongly agree) and limited availability (57% agree/strongly agree) of certified options. Most respondents (76%) plan to prioritize sustainable hotels in the future and support mandatory sustainability certifications (71%). Conclusion: There is a significant disconnect between travelers' positive attitudes toward sustainable hotels and their readiness to pay extra. Awareness and availability are greater barriers than cost itself for many. Implication: For hoteliers, success hinges on demonstrating the value of sustainable practices through education, transparency, and promotions. To overcome the awareness barrier, targeted marketing and leveraging peer recommendations are essential. Policymakers and institutions can foster adoption by promoting certifications and considering cost-sharing initiatives to incentivize sustainable choices.
Exploring Knowledge and Attitudes towards Community-Based Tourism and Homestays in Nepal
Background: Community-based tourism (CBT) is vital for sustainable rural development in Nepal, yet public awareness and attitudes toward it are not well understood. Objectives: This study assessed Nepalese residents' awareness of CBT, their attitudes toward its cultural, environmental, and economic impacts, and their future engagement intentions. Methods: A cross-sectional survey was conducted with 213 participants from key stakeholder groups, including homestay operators, local residents, officials, and tourists, using convenience sampling. Findings: Most respondents (65.2%) could name a homestay destination and recognized CBT's benefits: cultural preservation (73.2% agreement), environmental sustainability (70.4%), and local economic improvement (75.6% agreement on revenue retention). Most (76.0%) preferred homestays for future travel. Conclusion: There is strong awareness and positive perception of CBT's benefits in Nepal, indicating its potential for sustainable tourism. Implication: Findings support enhancing CBT through government training, academic integration, and policy prioritization to boost rural development.
Traditional Knowledge and Modern Green Technologies: Pathways for SME Sustainability in Kathmandu, Nepal
Background: Nepal's rapid socio-economic transformation intersects with its rich cultural heritage, where traditional business practices, rooted in community values and social networks, form the backbone of its SME sector. Understanding the interaction between these indigenous cultural practices and the emerging principles of the green economy is crucial for sustainable development. Objectives: This study aimed to (1) assess cultural business practices and perceptions of the green economy within Nepalese SMEs, and (2) examine the relationship between these cultural practices and green economic principles. Methods: A quantitative, descriptive-correlational research design was employed. Data were collected via a structured questionnaire from 219 owners and managers of SMEs in the Kathmandu Metropolitan area, especially among Newars. Analysis utilized descriptive statistics and Kendall’s tau-b correlation. Findings: Respondents expressed neutral perceptions (Mean=2.99) on whether traditional business practices are inherently sustainable. However, cultural values like community sharing and frugality were seen to support green principles (Mean=3.21). A significant concern was that modern trends are erasing traditional eco-friendly practices (51.6% agreed). There was strong optimism that cultural industries can drive the green economy (58% agreed) and that blending traditional knowledge with modern technology can boost the economy (66.7% agreed). A major challenge identified was accessing green financing (52.1% agreed). Critically, a statistically significant, moderate positive correlation was found between cultural business practices and the green economy (τ_b = .450, p < .01). Conclusion: The findings indicate that Nepal's traditional cultural business practices and values are perceived to be aligned with and supportive of green economic principles. Cultural industries are seen as a potential driver for a sustainable economy. Implication: Policymakers and business development agencies should leverage compatible cultural values to promote green economy initiatives. Strategies should focus on integrating traditional knowledge with modern technology and, crucially, addressing the barriers to green financing and certifications for SMEs.
Bridging the Green Gap: An Analysis of the Intention-Behavior Gap in Sustainable Fashion Consumption Among Young Consumers in Nepal
Background: The global fashion industry, a major economic driver, is undergoing a significant transformation shaped by digitalization, evolving consumer demographics, and heightened environmental concerns. While the sector demonstrates resilience, it faces criticism for its environmental impact, including pollution and waste from fast fashion. This has catalyzed a shift towards sustainable practices, such as thrifting, upcycling, and support for eco-friendly brands, driven particularly by younger generations. However, consumer perceptions of these sustainable fashion trends, especially in emerging markets like Nepal, remain an underexplored area in management literature. Objectives: This study aims to assess customer perceptions of sustainable fashion trends, focusing on thrifting preferences, upcycling interest, eco-friendly brand engagement, environmental awareness, and the role of social influence. Methods: A descriptive, quantitative research design was employed. Data were collected from a sample of 204 clothing customers in Nepal using a structured questionnaire featuring a 5-point Likert scale. Participants were selected via convenience sampling and were either current or former students, ensuring familiarity with local trends. Data analysis was conducted using descriptive statistics (mean, standard deviation) to interpret attitudes and behaviors. Findings: The results indicate a strong positive perception and high environmental awareness among consumers. Respondents acknowledged the affordability and uniqueness of thrifting (Mean=3.93) and recognized the effectiveness of upcycling in reducing waste (Mean=3.87). There was a notable willingness to pay more for sustainable brands (Mean=3.79) and a strong consensus on the need for stricter industry regulations (Mean=4.02). However, the actual frequency of thrifting to reduce environmental impact was moderate (Mean=3.10). The primary barriers identified were affordability and accessibility, with the highest agreement (Mean=4.07) on the statement that consumers would buy more sustainable fashion if it were more affordable and widely available. Conclusion: The study concludes that while Nepali consumers, particularly younger demographics, exhibit highly favorable attitudes and strong intentions toward supporting sustainable fashion, a significant intention-behavior gap exists. This gap is predominantly influenced by practical constraints related to cost and availability. Implication: The findings imply that for sustainable fashion to become mainstream, industry stakeholders must strategize to enhance affordability, improve accessibility through wider distribution channels, and intensify educational and promotional efforts. Policymakers can support this transition by implementing regulations that incentivize sustainable production and consumption.
A Quantitative Study of Green Marketing Perceptions Among Kathmandu Valley College Students
Background: Green marketing is increasingly pivotal in Nepal, particularly in the Kathmandu Valley, as consumer environmental awareness grows. Understanding the perceptions of key demographics like university students is crucial for businesses developing effective sustainability strategies. Objectives: This study aimed to assess university students' perceptions of green marketing in the Kathmandu Valley and to examine the differences in these perceptions based on gender. Methods: A quantitative, descriptive, and comparative research design was employed. Data were collected via a structured questionnaire from 205 randomly selected university students. Analyses were conducted using SPSS, utilizing descriptive statistics and an independent samples t-test to compare male and female responses. Findings: The results revealed overwhelmingly positive perceptions of green marketing among students. A significant majority expressed a preference for eco-friendly brands, acknowledged the influence of green advertisements, trusted sustainability certifications, and were willing to pay a premium for genuine sustainable products. However, skepticism about greenwashing was also prevalent. Crucially, a significant gender difference was found, with female students demonstrating more favorable perceptions of green marketing than their male counterparts (p = 0.033). Conclusion: University students in the Kathmandu Valley are generally receptive to green marketing. The significant gender gap suggests tailored marketing approaches are necessary. Despite positive attitudes, challenges like consumer skepticism toward greenwashing persist. Implication: Marketers should develop transparent, credible green marketing campaigns to build trust and bridge the value-action gap. Strategies should be gender-sensitive, with messaging potentially more focused on platforms and values that resonate with female consumers.
Service Delivery and Customer Satisfaction in the Telecom Sector of Kathmandu
Background: In the competitive telecom sector of Kathmandu Metropolitan City, service delivery quality is a critical determinant of customer satisfaction and loyalty. Factors such as network quality, pricing, and customer support significantly influence user perceptions, yet the specific nature of these relationships requires empirical investigation in this context. Objectives: This study aims to assess telecommunication service delivery and examine its relationship with customer satisfaction, focusing on the key factors of product/service quality, pricing strategies, and customer service. Methods: Adopting a positivist philosophy and a quantitative methodology, this study employed a descriptive research design. Data was collected via a structured questionnaire from 209 telecom users in Kathmandu Metropolitan City. Descriptive statistics and Pearson correlation analysis were used to analyze the data. Findings: The results indicate significant positive correlations between customer satisfaction and all three independent variables: pricing (r = 0.573, p<0.01), product/service quality (r = 0.677, p<0.01), and customer service (r = 0.521, p<0.01). Product and service quality demonstrated the strongest relationship with customer satisfaction. Conclusion: The study concludes that effective pricing strategies, high-quality products and services, and responsive customer service are all significantly associated with higher levels of customer satisfaction in the telecom industry of Kathmandu. Implication: Telecom service providers should prioritize enhancing network reliability and service quality as a primary strategy. Concurrently, implementing fair pricing models and improving customer support systems are essential to boost satisfaction, reduce churn, and strengthen competitive advantage.
Financial Behavior of Generation Z Customers Regarding Mobile Banking Satisfaction
This study investigates the impact of financial behavior on mobile banking satisfaction among Generation Z customers. As digital financial services continue to expand, understanding the key behavioral factors influencing satisfaction becomes essential, particularly among tech-savvy youth who are rapidly adopting mobile banking platforms. The study adopts a positivist research philosophy and applies a deductive approach using a quantitative research design. A structured questionnaire was administered to a sample of 178 college students, selected through convenience sampling, to collect primary data on variables including saving behavior, perceived security, network availability, and social influence. Descriptive statistics such as frequency, mean, and standard deviation were used to analyze demographic and behavioral trends, while correlation and regression analyses were applied to determine relationships and predictive strength among variables. The findings reveal that perceived security has the strongest positive influence on mobile banking satisfaction, followed by network availability and saving behavior, all showing statistically significant relationships. In contrast, social influence did not significantly impact satisfaction levels. These results suggest that Gen Z users value secure, accessible, and practical banking experiences over peer-driven motivations. The study recommends that banks and fintech platforms prioritize security features, reliable infrastructure, and personal finance tools to enhance satisfaction among young digital consumers.
The Effects of Self-Learning Kits on the Academic Performance of Selected Grade 4 Learners in ESP (Edukasyon Sa Pagpapakatao)
This study investigated the effects of Self-Learning Kits (SLKs) on the academic performance of selected Grade 4 learners in Edukasyon sa Pagpapakatao (ESP) at Sta. Maria Elementary School. A quasi-experimental design was employed using a pre-test and post-test to determine performance differences before and after the intervention. The study revealed a statistically significant improvement in learners' academic performance after the use of SLKs. The SLKs, developed based on localized and learner-centered strategies, proved to be a viable instructional tool for fostering independent learning and deeper comprehension of core values in ESP. Findings emphasize the need for inclusive, contextualized educational tools that respond to learners' cognitive and socio-emotional needs. These results contribute to a growing body of literature advocating the integration of supplementary materials in values education and serve as a guide for educators, administrators, and policymakers.