Empirical investigation of factors affecting green entrepreneurship among entrepreneurs in India, highlighting the importance of attitude and social influence.
The study investigated the impact of factors such as attitude, social influence and environmental values on green entrepreneurship in India. The study has used structural equation modelling to investigate the effect of attitude, society and environmental values on green entrepreneurship. The study has interviewed 276 entrepreneurs from Rajasthan, India. The results highlighted that attitude has significant impact on promoting green entrepreneurship. Social influence also has significant impact on promoting green entrepreneurship. Additionally, environmental values of entrepreneurs have significant impact in promoting green entrepreneurship in Rajasthan, India. Since green entrepreneurship is an emerging area, more research is required to completely understand the entrepreneurial activities that support ecosystems and the environment while generating financial and non-financial benefits for investors and the society at large.
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Ritu Toshniwal (2026) studied this question.
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