HR ANALYTICS AND ITS INFLUENCE ON RECRUITMENT IN THE IT SECTOR: A HYDERABAD-BASED STUDY

Abstract

This study examines the strategic function of marketing in advancing sustainable consumption, specifically addressing gender equality, consumer behaviour, and logistics. Data were obtained from 200 HR and marketing professionals in IT organizations in Hyderabad using a quantitative research design and a standardized questionnaire. The poll evaluated opinions of sustainable practices, gender inclusivity in marketing, consumer attitudes, and the environmental effects of logistics operations. The results indicate a significant correlation between sustainable marketing techniques and favourable consumer behaviour, especially among firms that promote gender equality and ethical standards. Most respondents recognized the impact of sustainability and inclusion on their purchase choices, suggesting that marketing strategies based on social responsibility substantially improve brand loyalty and confidence. The study emphasizes the significance of sustainable logistics, with participants indicating a preference for environmentally friendly delivery alternatives and transparent supply chain procedures. Correlation and regression analysis demonstrated that the incorporation of sustainability and equality-oriented marketing significantly influences consumer involvement and perceived brand efficacy. These observations highlight the imperative for firms to have a comprehensive strategy for sustainable consumption, incorporating inclusive marketing, eco-friendly logistics, and consumer-focused approaches. This study enhances the existing literature on sustainable marketing by providing practical recommendations for organizations seeking to connect their business practices with changing social and environmental standards.