International Journal of Business Insights

FACTORS AFFECTING NEW TECHNOLOGIES IN FASHION INDUSTRY IN THE UNITED KINGDOM: A SURVEY ON CUSTOMER’S PERSPECTIVE

2026-01-27T10:00:34+00:00

Purpose: Advance technologies such as “Artificial Intelligence (AI), Blockchain, Big Data, Internet of Things (IOTs), Augmented Reality (AR), and Virtual Reality (VR)”, are game changers, which are reshaping fashion industry work, and way to interact with customers. Despite advancements, there is still a lot of confusion about why some customers are quick to adopt these new tools while others hesitate. Hence, aim of this research is to understand customer’s perspective on “Factors influencing the adoption of new technologies within the United Kingdom fashion industry”.

Design/Methodology/Approach: To determine factors, “Theoretical/Conceptual Framework” is developed to present relationships between constructs such as “Perceive Ease Of Use (PEOU), Perceive Usefulness (PU), Social Influence (SI), Cost (C), Compatibility (Comp), and Customers Experiences (CE)” with “Technology Adoption (TA)”, based on Technology Adoption Model (TAM) and its extended constructs. Survey data were collected from 122 customers of UK fashion industry. Pearson correlation is performed for hypotheses testing and descriptive analysis is performed to analyse current trends, challenges, and recommendations.

Findings/Outcomes: The results indicate that all constructs PEOU, PU, SI, lower C, Comp, and CE have positive significance relations with TA. It is also reported complexity of technology interfaces as challenges for customers. Finding also highlighted lower cost and accessibility of technologies based applications and devices attract adoption.

Recommendations: Recommendations highlighted for fashion brands to focus on easy interface embedded with advanced technologies integration for customers. For technology developer, it is recommended focus on customisable interface, and lower cost of fashion apps and devices. For customer's, it is highlighted to engage with advanced applications, and participate in feedback to help brands.

FROM HR DIGITALIZATION TO RESILIENCE: THE STRATEGIC ROLE OF HRM SYSTEM MATURITY

2026-01-27T10:07:32+00:00

In environments characterized by frequent disruption and uncertainty, organizational resilience has become a critical capability, particularly for firms operating in labor-intensive and export-dependent industries. Drawing on Dynamic Capabilities Theory, this study investigates the relationship between Digital Human Resource Management (Digital HRM) and organizational resilience, with a specific focus on the mediating role of HRM system maturity in Pakistan’s textile sector. Using a quantitative, cross-sectional research design, data were collected from 410 textile firms through a structured online survey administered to HR managers, directors, and HR professionals. The data were analyzed using SPSS for descriptive, reliability, validity, and regression analyses, while mediation was tested using PROCESS Macro (Model 4) with bootstrapping. The results reveal that Digital HRM has a significant positive effect on organizational resilience and HRM system maturity. HRM system maturity also demonstrates a strong positive relationship with organizational resilience and partially mediates the Digital HRM–resilience relationship. These findings indicate that while Digital HRM directly enhances organizational resilience by improving information flow and responsiveness, its full potential is realized when digital tools are embedded within mature, integrated, and strategically aligned HR systems. This study makes several contributions to the literature by clarifying the capability-based mechanism through which Digital HRM fosters organizational resilience and by extending Dynamic Capabilities Theory to the HR digitalization context in an emerging economy. Practically, the findings suggest that managers should complement digital HR investments with efforts to strengthen HRM system maturity in order to build sustainable resilience in disruption-prone industries.

AN EXAMINATION OF THE SOCIAL- ECONOMIC DETERMINANTS INFLUENCING WOMEN’S PARTICIPATION IN AGRICULTURE ACTIVITIES: CONSTRAINTS, OPPORTUNITIES, AND POLICY IMPLICATIONS

2026-01-27T10:12:07+00:00

This study investigates the socio-economic determinants influencing women’s participation in agricultural activities, with a focus on distinguishing between full and partial engagement. Using binary logistic regression on survey data from 300 female respondents, the research identifies key predictors of the intensity of women’s involvement in farming. Findings reveal that being a paid farm worker (OR = 6.31), participation in cropping (OR = 3.55), livestock involvement (OR = 1.55), older age (OR = 2.11), and specific occupational roles significantly increase the likelihood of full participation. Surprisingly, better health standards were associated with reduced odds of full participation (OR = 0.137), suggesting complex intra-household labor dynamics or unobserved confounding factors. Variables such as marital status, family type, household size, and education showed no statistically significant effects. The model demonstrates strong explanatory power (Nagelkerke R² = 0.782) and high classification accuracy (89.7%), confirming the robustness of the identified determinants. The study underscores that economic recognition, particularly fair compensation, is a critical enabler of deeper agricultural engagement among women. These insights highlight both persistent constraints and actionable opportunities for gender-responsive agricultural policy.

THE MEDIATING ROLES OF ENVIRONMENTAL AWARENESS AND TRUST IN THE RELATIONSHIP BETWEEN AI-ENABLED GREEN MARKETING AND GREEN PURCHASE INTENTION AND CONSUMER SATISFACTION.

2026-01-27T10:16:55+00:00

The rapid expansion of Artificial Intelligence (AI) in marketing has transformed how firms design, communicate, and deliver environmentally sustainable value. As consumers increasingly seek eco-friendly products, AI-enabled green marketing has emerged as a strategic tool for promoting sustainability-oriented behavior. However, the mechanisms through which AI-driven green marketing influences consumer outcomes remain insufficiently explored, particularly the psychological pathways shaping green purchase intention and satisfaction. This study investigates the mediating roles of Environmental Awareness and Trust in the relationship between AI-enabled Green Marketing, Green Purchase Intention, and Consumer Satisfaction. Grounded in Signaling Theory, the research posits that AI-driven green marketing initiatives act as credible signals of a company’s environmental commitment. These signals enhance consumer awareness of ecological issues and strengthen trust in a firm’s sustainability practices. In turn, heightened environmental awareness is expected to influence consumer satisfaction, while trust is theorized to be a critical driver of green purchase intention. The proposed model incorporates seven hypotheses, examining both direct and indirect effects across these constructs. The study applies a quantitative research design using survey data and analyzes the structural relationships through Partial Least Squares Structural Equation Modeling (PLS-SEM). This approach enables the assessment of AI-enabled green marketing as a multidimensional formative construct as well as the mediating roles of trust and environmental awareness. The findings are anticipated to demonstrate that AI-enabled green marketing significantly enhances trust and environmental awareness, which subsequently mediate its impact on green purchase intention and satisfaction. This research contributes to the growing literature on AI-supported sustainable marketing by clarifying how cognitive (environmental awareness) and relational (trust) factors shape consumer responses to AI-enabled green marketing. Managerial implications emphasize the importance of leveraging AI tools to promote transparency, strengthen trust, and elevate environmental consciousness to foster sustainable consumer behavior.

THE IMPACT OF EMPLOYER BRANDING, EMPLOYEE ENGAGMENT, EMPLOYEE RETENTION IN THE TEXTILE MANUFACTURING INDUSTRY OF PAKISTAN

2026-01-27T10:23:38+00:00

Currently, many organisations around the globe have realised the importance of their people and have taken a keen interest in their internal customers by investing heavily in their growth and development. The first and most important requirement for the successful management of an organisation in a competitive environment is the development of an effective workforce. The purpose of this study is to measure that what is the impact of Employer Branding (EB) on employee retention (ER), with and without the mediating effect of employee engagement (EE) in Pakistan’s textile/apparel manufacturing industry. For this study, data have been taken from different cities in Pakistan. We select a sample size of 388 and analyse their responses with quantitative analysis using SPSS. The results of the analysis indicate that EB has a 12.1% impact on ER, which is a positive impact. The most important and significant relationship that was found in the study was between EB and EE, which indicates EB can improve rate of retention, and the impact of EB on the emergence of EE on ER is 36.1%. The research concludes that EB is significantly important for any organisation, but its significance and impact will increase many times when it works with EE. In Pakistani industries, where a lack of skilled professionals and a high human resource turnover ratio are very big issues that can be improved by building a good image of the organisation in the market and increasing EE.