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All Journal Journal of Environmental Science and Sustainable Development Indonesian Journal of Sustainability Policy and Technology
Kumar, Pankaj
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Energy Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Exploring How User-Generated Content and Micro-Influencers Shape Buying Behavioral Intention Kumari, Kavita; Kumar, Pankaj
Indonesian Journal of Sustainability Policy and Technology Vol. 3 No. 2 (2025): Indonesian Journal of Sustainability Policy and Technology - November 2025
Publisher : PT Global Digital Sains Tekno

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61656/ijospat.v3i2.351

Abstract

Purpose: This study investigates how the buying behavioral intention of Generation X and Baby Boomers is influenced by the user-generated content (UGC) and micro-influencer endorsements. It addresses a gap in existing literature that usually focuses on younger demographics, aiming to understand how older consumers, especially for aged 35 and above, engage with social media marketing exposure. Method: A quantitative explanatory research design was employed, using a structured online survey distributed among Indian consumers aged 35 and above. The study adapted validated scales to measure UGC, micro-influencer credibility, and purchase intention. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess reliability, validity, and the strength of hypothesized relationships. Findings: The results reveal that both UGC and micro-influencer exposure significantly shape buying behavioral intentions among older consumers. Peer-generated content fosters trust and credibility, while micro-influencers—due to their relatability and authenticity—effectively influence purchase decisions. These findings challenge assumptions about digital disengagement among older age groups. Implication: Marketers should consider integrating UGC and collaborating with micro-influencers whose values align with older consumers. Tailored campaigns that emphasize clarity, credibility, and emotional resonance can enhance engagement and drive purchase behavior in this demographic. The study offers actionable insights for inclusive and age-sensitive digital marketing strategies. Originality: This research extends the applicability of social media marketing constructs to older consumer segments, offering an understanding of their decision-making processes. By focusing on Generation X and Baby Boomers, it contributes to a more comprehensive and representative view of consumer behavior in the digital age.
LONG-TERM CHANGES IN RELATIVE HUMIDITY AND SOIL WETNESS: IMPLICATIONS ON AGRICULTURE AND ENVIRONMENTAL SUSTAINABILITY IN WESTERN HIMALAYA Ashwani, Ashwani; Kumar, Pankaj
Journal of Environmental Science and Sustainable Development Vol. 9, No. 1
Publisher : UI Scholars Hub

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Long-term climate changes in humidity and soil wetness in the cold deserts of the Western Himalaya are still not well researched. Understanding the long-term trends of relative humidity (RH) and soil moisture is crucial in high-altitude, cold desert regions for effective agricultural management and environmental sustainability. The study was conducted in a part of the western Himalaya, which is an ecologically fragile zone with a highly sensitive agricultural region that is vulnerable to climatic variations. A comprehensive study was conducted to evaluate the spatiotemporal variability of RH and soil wetness by means four techniques: Mann-Kendall, Modified Mann-Kendall, Sen’s slope estimator, and innovative trend analysis. All this was done using NASA POWER climate data from 1981 to 2023. High RW and soil wetness levels were observed in all seasons, with a statistical significance obtained through the Z-values: 12.64 for RH and 9.91 for soil wetness. The monsoon and agricultural seasons were the most intense periods of development. The strongest upward trends were observed in the southern and central subregions. The slopes of Sen showed an annual rise of the RH of 0.31% per year and of the soil moisture of 0.0073 m³/m³/year. The results show significant changes in agriculture and its sustainability. The introduction of new disease-resistant and short-duration crop varieties, the implementation of precision irrigation based on real-time soil moisture data, and adoption of agro-climatic advisories tailored to seasonal fluctuations. However, combining these hydro-climatic patterns with regional climate-smart agriculture strategies, improving monitoring infrastructure, and reinforcing early warning and insurance systems are crucial methods for planning climate-resilient policies in cold desert agro-ecosystems.
Co-Authors Ashwani, Ashwani Kumari, Kavita