INTERNATIONAL JOURNAL OF MANAGEMENT (A Peer-Reviewed-Refereed/Scholarly Quarterly Journal Globally Indexed with Impact Factor) Vol. 5 Special Issue 3 March, 2018 Impact Factor: 2.082 ISSN: 2321-4643 UGC Approval No: 44278 National Conference on SUSTAINABLE GREEN BUSINESS (NCSGB 2018) 26th & 27th March 2018 Sponsored by ICSSR Organized by Alagappa Institute of Management ALAGAPPA UNIVERSITY Accredited with A+ Grade by NAAC (CGPA: 3.64) in the Third Cycle (A State University Established by the Government of Tamil Nadu) KARAIKUDI – 630 003, TAMIL NADU, INDIA Editor’s Profile Dr. P. S. Nagarajan is currently an Assistant Professor in Alagappa Institute of Management, Alagappa University (Accredited with ‘A+’ Grade by NAAC (CGPA 3.64) in the Third Cycle and graded as category I university by MHRD – UGC), Karaikudi, Tamil Nadu, India. He has 18 years of teaching and 15 years of research experience in the field of Management. He has been accolade the ‘Best Teacher Award’ by Hindustan Groups of Institutions, Chennai in the year 2005. To his credit he has completed three funded projects granted by University Grants Commission and Indian Council of Social Science Research. He has published 55 research papers in various journals of National and International repute. He has been a Teacher-cum-Trainer in enabling the essential skills required for the students in the Faculty of management and is also a guest speaker to various Institutes. He has organized Two Faculty Development Programs Sponsored by University Grants Commission and has also conducted three Workshops in Entrepreneurship. He has guided Five Ph.D. Scholars and Twenty Five M.Phil., Scholars in General Management and Rural Marketing. Editor in Chief Dr. P. S. Nagarajan Assistant Professor Alagappa Institute of Management Alagappa University, Karaikudi Editorial Committee Dr. S. Kaliyamoorthy Senior Professor & Director Alagappa Institute of Management, Alagappa University, Karaikudi Dr. S. Rajamohan Professor Alagappa Institute of Management, Alagappa University, Karaikudi Dr. S. Chandramohan Professor Alagappa Institute of Management, Alagappa University, Karaikudi Dr. C. K. Muthukumaran Associate Professor Alagappa Institute of Management, Alagappa University, Karaikudi Dr. G. Ilankumaran Associate Professor Alagappa Institute of Management, Alagappa University, Karaikudi Dr. M. Ayisha Millath Assistant Professor Alagappa Institute of Management, Alagappa University, Karaikudi Dr. K. Chandrasekar Assistant Professor Alagappa Institute of Management, Alagappa University, Karaikudi Dr. S. Sudhamathi Assistant Professor Alagappa Institute of Management, Alagappa University, Karaikudi Er. S. Sathish System Programmer, Alagappa Institute of Management, Alagappa University, Karaikudi CONTENTS Sl No. Title & Authour Name Page No. 1 CSR – A Potential Tool for Sustainability in India 1 Dr.E.Ajitha 2 Customer Attitude on Green Banking Practices in Chennai City 6 Dr. Ranjith Krishnan & Dr. D. Joel Jebadurai 3 Green Consumerism and its Significance of Green Products 11 Consumption Dr. S. Prasad & Mr. K. Kalidasu 4 A Study on Socio- Economic Analysis of Temple Merchants of 16 Arulmigu Subramaniya Swamy Thirukovil Tiruttani Dr. N. Rajaveni & M. Sudhakar 5 Role of Government in Promoting Women Entrepreneureship 25 P. Nivetha & dr. S.Sudhamathi 6 The Impact of Rise in Debit Card Pos Transactions Post 29 Demonetisation in the Development of MSME Start-Ups Mr. S. Sathish & Dr. P.S. Nagarajan 7 Impact of E- Learning in Higher Education 32 Dr. C. Thirumal Azhagan & S. Suganya 8 Factors Influencing Consumer Preference towards Organic Food 37 Products – An Exploration with Special Reference to Thoothukudi City, Tamilnadu S. Sivakumar 9 A Study on Green Marketing Practices in Thoothukudi 41 Mrs. R. Tiffany & Mrs. G. Maria Delicia Helina 10 A Study on Process Innovation Endeavours of Kashmiri Hotels 48 B. Mussarat Ahmed & Dr. G. Madan Mohan 11 Corporate Social Responsibility – Concepts, Consumer 56 Perspectives, Administration, Values, Initiatives and Benefits Dr. M. Meenakshisundaram 12 Enabling Smart Manufacturing with Cognitive Computing 62 Mr. Rajesh Karthik R & Dr. M. Ayisha Millath 13 Customers Satisfaction towards Online Payment System 68 Dr.SP.Matrhiraj & Miss.R.Saroja Devi 14 Emerging Trends and Challenges of Online Marketing in India 76 Dr.SP.Mathiraj & M.Vinoth 15 A Study on the Factors Influencing the Price of Gold 82 Mrs.B.Kishori & V.Preethi 16 Consumer Buying Behaviour – An Eco-Friendly Approach on 87 Stationery Products Dr. D. Hepzibah Vinsyah Jeyaseeli & Dr. A. Rajeswari 17 Factors Affecting Employee Performance: Literature Review 92 B.Kishori & R. Sweatha 18 Service Quality of Multi-Specialty Hospitals at Madurai District 97 M. Faisal & Dr. S. Chandramohan 19 Sustainable Development through Corporate Social Responsibility – 106 A Review Sathya Narayanan Kumar, Murugan S & Dr.P.S.Nagarajan 20 Marketing Prospects of Green Entrepreneurship in India 113 Dr. A. Jothiselvamuthukumar 21 Ecotourism in Tamilnadu: A Study on Koondankulam Bird 116 Sanctuary and its Regional Development of the Rural Communities Dr. M. Marimuthu 22 Modern Approach of Crude Oil on the India Commodity Market 120 Mr. G. Hudson Arul Vethamanikam & Dr. S. Rajamohan 23 Implementation of 5s Model in Educational Institution 124 Dr. N. Manikandan & Prof. R. Kasi Raman 24 Analysis of the Innovative Ways for Value Creation within the 127 Smartphone Market: A Case Study Approach Exploitation Blue Ocean Framework Dr.V.A.Anand & Mrs.J.Pandilakshmi 25 Security Issues in Supply Chain Management with Reference to 140 Manufacturing Industries Dr. C. ThirumalAzhagan & P. Karthika 26 Green Supply Chain Factor Selection Using Analytical Hierarchy 146 Process Paulrajan Rajkumar 27 A Historical Study of Human Resource Policies Impact on Employee 155 Job Involvement Dr. M. Ravichandran & M. Sakthivel 28 Impact of Employee’s Attitude towards Branding – A Study with 164 Reference to Automobile Industry M. John Britto & S. Nandhini 29 Human Dimensions in Green Marketing as a Tool for CSR 170 J. Ashokkumar 30 Consumer behavior on Processed Food in FMCG Products: A Bird’s 179 Eye View Dr.M.Ravichandran & P.Padmanaban 31 Customer benefits on Green Banking – A New Approach in Public 184 Sector Banks at Tirupattur Town (Vellore dt.) Dr.P.Sakthikumar 32 A Study on Stores Layout and its Impact on Visual Merchandising 192 in an Organized Retail Outlet Trichy Dr. K. R. Mahalaxmi & R. Keerthika 33 Effect of Demonetisaion on Indian Economy 198 Ms.B.Kishori & S.Sangavi 34 The Impact of Organizational Climate on Performance of Employees 203 Dr.M.Ravichandran & Ms.B.Divya Barathi 35 A Study on Service Quality Dimensions in Organized Retail Store, Trichy 211 Dr.M.Ravichandran & G.Susmitha 36 A Snap Shot on Role of Micro Credit Management System and 218 Operational Effeciency in Coperative Banks Dr.K.R.Mahalaxmi & M.Thamilarasi 37 Public Perception about Green Capitalism in Thoothukudi District 224 Dr. S. Santhana Kamala & Ms. P. Pavithra 38 Green Banking: A Step towards Sustainable Development 231 Mr. S. Sundararajan, Dr. R. Alamelumangai & Dr. B. Sudha 39 Green Banking Practices: A Study on Environmental Strategies of 235 Public Banking Sector in Dharmapuri District Prof. M. Venkatesan 40 HR Retention Practices on Talent Management: Greenfield Projects 244 A.Vignesh &Dr.P.S.Nagarajan 41 Role of Corporate Social Responsibilities - An Conceptual 251 Framework Dr.K.Chandrasekar & S.Poovizhi Vol. 5 Special Issue 3 March 2018 ISSN: 2321-4643 CSR – APOTENTIAL TOOL FOR SUSTAINABILITY IN INDIA Dr.E.Ajitha, M.A., M.L.,Ph.D Assistant Professor,Department of Bank Management Ethiraj College for Women (Autonomous), Chennai Abstract The thrust on green business has been accentuated by the Sustainable development goals (SDGs) adopted by the United Nations. SDGs are pivotal in securing the future economic and business growth. Corporate Social Responsibility (CSR) provides an ideal platform for the corporate to commit to the sustainability goals. The mandatory provisions of Companies Act 2013 pave the way for increased participation of the corporate in India in achieving these goals. This paper focuses on the need for partnership between the various stakeholders for achieving the sustainability goals and also looks into the scope of aligning CSR activities with the SDGs and the advantages of such collaborative efforts. Introduction The concept of Green business is a culmination of global anxiety over the sustainability of the economic and financial growth in the backdrop of climate change and depletion of natural resources. The increasing awareness of the corrosive impact of businesses over the environment has spurred multinational companies to adopt ‗green measures‘ in their business practices. The green measures include the constricted view of merely producing green outcomes to the broadened outlook of balancing the profitability of business with sustainability. A green business integrates environmentally sustainable practices in its core business activities and is also socially responsible while it is profitable. Sustainability means development of the present generation while preserving the environment for future generations and not impeding with their right to enjoy the Earth‘s bounties. So a green business would imperatively mean that which is environmentally socially and economically sustainable. It is touted that the Paris climate agreement and the United Nations Sustainable Development Goals, have galvanized the companies to commit to contribute to