Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Unearthing the Sustainable Practices and Innovation Performance on Organizational Commitment

Author(s): Yogendra Pal Bharadwaj and Akbar Ali Khan

In the modern field of technological advancement, it is imperative to meet the socio-economic requirements of a human being without compromising the future generation's needs. In this way, there should be the identification of a few sustainable practices which not only develop innovative performance but also satisfy the behavior of the consumer. This is the practical purpose of the modern-day commutation service of Delhi Metro Rail Corporation and it has been maintaining this perspective by providing socio-economic cum environmental protective commutation services. With this objective, this study identified the impact of the determinants (community relation, service relation, employee relation, and ecological efficient services) of sustainable practices and innovation framework on the commuters’ behavior of DMRC. The researcher followed a cross-sectional approach and 670 responses were collected from the commuters and empirically validated through the usage of the five-point Likert scale and applicability through the SEM technique. Interestingly, the researcher has found that the innovation performance framework is the leading predictor for commuters’ behavior followed by organizational commitment. Moreover, innovation performance and sustainable practices are identified as significant constructs for influencing and motivating commuters’ behavior in DMRC.

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