Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

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Socioeconomic and Demographic Drivers of Financial Well-Being in Rural NCR: Pathways to Sustainable Development

Authors
Neetu Chhillar1, 2, *, Preeti Chawla3, Swaranjeet Arora4
1Teacher Research Associate, Management Development Institute Gurgaon, Mehrauli Rd, Block C, Sukhrali, Sector 17, Gurugram, Haryana, 122007, India
2Visiting Faculty, Lal Bahadur Shastri Institute of Management, 11/07 Dwarka Sector 11, Near Metro Station, New Delhi, 110075, India
3Associate Professor at The North Cap University, Near Rotary Public School Cartarpuri Alias, Huda, Sector 23A, Gurugram, Haryana, 122017, India
4Associate Professor, Lal Bahadur Shastri Institute of Management, 11/07 Dwarka Sector 11, Near Metro Station, New Delhi, 110075, India
*Corresponding author. Email: neetudabas0203@gmail.com
Corresponding Author
Neetu Chhillar
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_14How to use a DOI?
Keywords
financial wellbeing; age; gender; marital status; employment status; family size; income level; education; Sustainable Development Goals; rural regions of NCR; India
Abstract

The study investigates the influence of socio-demographic factors on the financial well-being (FWB) of people in the rural regions of NCR of India, aligning with the Sustainable Development Goals (SDGs) aimed at reducing poverty (SDG 1), health and well-being (SDG 3), quality education (SDG 4), decent work and economic growth (SDG 8), gender equality (SDG 5), and reducing inequalities (SDG 10). A survey was conducted among 499 people, with data analyzed using the Independent-Samples KruskalWallis Test. The findings reveal that married individuals, extended family, high-income people, employment status and senior/middle-aged exhibit higher levels of FWB compared to their counterparts. These findings can significantly inform and improve current approaches to financial education by focusing on tailored intervention for specific demographic groups, including younger adults, unmarried persons, and the unemployed, who experience lower levels of FWB. However, the study found no significant statistical differences in FWB concerning gender and educational level. These findings challenge the conventional wisdom about education’s role in FWB, suggesting that larger factors than education are often involved in rural societal networks and perhaps family support. The study’s relevance to SDG 1, SDG 8, and SDG 10 re-emphasizes its importance to the overall global efforts at decreasing inequality and poverty. Therefore, the contribution is highly important for informing the academic research and policy-making aimed at boosting financial stability and inclusion in rural communities for advancing the SDGs.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_14How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Neetu Chhillar
AU  - Preeti Chawla
AU  - Swaranjeet Arora
PY  - 2026
DA  - 2026/03/10
TI  - Socioeconomic and Demographic Drivers of Financial Well-Being in Rural NCR: Pathways to Sustainable Development
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 243
EP  - 260
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_14
DO  - 10.2991/978-94-6239-608-1_14
ID  - Chhillar2026
ER  -