Purpose: This study aims to combine the literature of consumer behavior and green marketing into a new managerial framework of green motivation. In addition, the present study proposes an original framework to explore the influence of Green Self-Efficacy (GSE) on Green Buying Intentions (GPI) of consumers through the mediating role of Perceived Consumer Effectiveness (PCE). Design/Methodology/Approach: The current study summarizes the literature of four concepts namely green self-efficacy, perceived consumer effectiveness and green purchase intentions to develop a new framework to enhance green purchasing intentions. A questionnaire was administered to empirically verify the hypothesis and data collected from Indian consumers were analyzed using Structural Equation Model (SEM) and Hayes’s Mediation Model. Findings: The study found the positive and significant effect of GSE on GPI through PCE. In addition, the relationship between GSE and GPI are partially mediated by PCE. The conclusions drawn in the study is useful for marketers to understand the factors that affect the purchasing intentions of the consumers and will help them improve the strategies in order to increase green sales. Indeed, green marketing is a distinct and distinguish way of positioning a product or company which can benefit the society with improved environmental conditions and healthy products. Originality: Although researchers have been studying the role of green motivation, particularly in the context of green purchasing behavior, it may safely asserted that the boarder dimension of GM, GSE and PCE have been remained under-researched. This study proposes an original framework to enhance GPI via GSE and PCE.

A part from cereal production (rice, wheat, etc.) agricultural labourers is engaged in vegetable Cultivation in, Kannauj, India. Potato cultivation is one of the important vegetable cultivation in India. The potato cultivation tasks are repetitive in nature and those are carried out mainly by manual efforts. Most of the tasks of potato cultivation are monotonous, strenuous, physiologically demanding as well as time-consuming. Present study entitled "Musculoskeletal Discomfort of Farmers involved in Potato Cultivation Activities: An Ergonomic Study" Potato cultivation is a physically arduous occupation that places potato growers in potential risk of musculoskeletal disorders, which impose a greater impact on their health. To assess musculoskeletal discomfort among potato growers, NORDIC (1987) standardized questionnaire designed for the analysis of musculoskeletal discomfort of complete body parts with special reference to low back, shoulders and neck. Multistage purposive random sampling technique was followed to select the state, district, blocks and finally respondents. District Kannauj is purposively selected as this is one of the largest potato producer districts while two blocks namely Kannauj and Jalabad were randomly selected. Two villages from each selected block i.e. Basirapur and Mahmoadpur paith from Kannauj and, Badlepurwa and Kheda from Jalalabad, selected randomly. Forty farmers from each selected village, Total sample size 160 respondents were randomly selected for final data collection. Maximum pain/discomfort was reported in lower back. Majority respondents felt pain that sustained for more than 12 hours in different body parts i.e. neck, shoulders right and left, elbows, wrist/hands, and ankles/feet. More than sixty five per cent respondents were suffering from gastric or other abdominal issues and cataract while 50.62 percent respondents found suffering from Anemia disease. Sixty nine per cent respondents were injured as a result of home/farming accidents, whereas 54.37 percent respondents injured due to cut or hit as a part of activity like hand/foot cut with sickle or spade etc.

Empowerment is a process, which generates changes in ideas and perceptions and creates awareness about one's rights and opportunities for self-development in all important spheres of life. In India, there is a silent revolution made by the SHGs for women empowerment. The fundamental concept behind SHGs is women empowerment at the grassroots level in an organized manner by socio-economic empowerment through skill and personality development for facing the challenges of the life. The SHGs also act as a platform for the society from which women grow to be active in village affairs. Maximum 68.83 per cent respondents to prepare women to take up more responsibilities in community action programme. More than 90.00 per cent respondents were strongly agreed on women of SHG like to be pradhan of the village. The present study analysed the factors which affect the empowerment of women residing in Kanpur Nagar of Uttar Pradesh. HIND ARTS ACADEMY Received: 01.11.

In India self-help groups represent a unique approach to financial intermediation. The concept combines access to low-cost financial services with a process of self-management and development for women who are SHG members. SHGs are seen to confer many benefits, both economic and social. SHGs enable women to grow their savings and to access the credit which banks are increasingly willing to lend. SHGs can also be community platform from which women become active in village affairs, stand for local election or take action to address social or community issues. . Maximum (53.75%) respondents 'always' faced "lack of economic freedom" constraint while 59.58 per cent respondents faced constraints of "irregular visit by extension worker" whereas, 65.00 per cent respondents faced the problem of "complicated and time-consuming loan procedure". More than fifty-seven per cent respondents 'always' faced the problem of "lack of communication between trainers and political leader".

Livestock is a natural resource of good quality food, milk, meat, yogurt, butter, etc. Rural women actively participate in livestock management activities but their role is undervalued even though their social life is negatively affected. Thus the study focuses on performance Sanitation Activities by rural women in livestock management. The multipurpose random sampling technique was used and 180 respondents were taken from Sarsoul, Shivrajpur, and Choubeypur block Kanpur Nagar and Amaraudha, Malasha, Sarvankheda from Kanpur Dehat were randomly selected for the study. The results that Nearly seventy five percent respondents (74.44% from Kanpur Nagar and 76.67% from Kanpur Dehat) 'always' 'clean cattle shed' followed by equal 58.89 percent respondents 'always' 'store dung cake' in Kanpur Nagar and 'prepare manure' in Kanpur Dehat respectively. K e y w o r d sAssessment of Rural women, Role performance Livestock Management, Practices