This study delves into exploring the opportunities and challenges encountered by small and medium enterprises (SMEs) engaged in green entrepreneurship in the textile industry. The study conducted 20 in-depth face-to-face interviews with SME owners, achieving data saturation at the 15th interview, ensuring comprehensive coverage of themes. Employing thematic and narrative analysis alongside the interpretive approach allowed for a nuanced exploration of participants' experiences and viewpoints, enhancing understanding of their underlying meanings. The thematic analysis has unveiled a robust framework, comprising 5 'G's representing opportunities and 5 'C's representing challenges in green entrepreneurship within the textile industry. A total of 22 sub-themes were identified under the 5 'G's, and 20 sub-themes under the 5 'C's, derived from in-depth interviews with SME owners. This research furnishes valuable insights for practitioners and policymakers, emphasising the need for tailored strategies to support SMEs in overcoming challenges and promoting the opportunities for initiating green practices.
Singh et al. (Thu,) studied this question.