https://ijms.ut.ac.ir/article_61961_98ab29d74a2aeb406709f68fe013a655.pdf

FACTORS INFLUENCING YOUNG ENTREPRENEURIAL ASPIRATIONS'S INSIGHT TOWARDS SUSTAINABLE ENTREPRENEURSHIP

 A sustainable entrepreneurship is a combination of business practices and sustainable development to transform the business sectors.They combine the environmental, economic and social component of sustainability in a more holistic manner and have a different approach than the conventional entrepreneurs.There are four variables that were identified that contributes to sustainable entrepreneurship that is eco-friendly people(efp),green marketing factors(GMF),changing consumers behavior(CCB),and favorable market conditions(FMC).sustainable entrepreneurs are mainly influenced by their social values, environmental awareness,personal motivation, and interest towards the environmental activities.More people and the society are more aware of the importance to preserve the environment.They are more interested in environmental activities and they use natural resources carefully which are limited to the earth.They are motivated by environmental values, and they do green business by keeping these values in the theme of their activities.Next,green marketing factors are mostly influenced by the technological and industrial evolution from time to time that led to ecological concern among people.Green marketing practice is an umbrella term that incorporates various green business activities such as green design, green packaging, ecolabeling,green pricing and green advertisement. These characteristics of green marketing also match with the theme of sustainable entrepreneurship as social and ecological drivers are the core concepts of the sustainable entrepreneurship.On top of that,changing consumers behavior involves changes that take place time to time such as a change in technology, which further leads to changes in product design and features.The awareness shown by most people contributes to green products and services as they have less negative impact on the environment.Lastly,favorable market conditions involves the market opportunity caused by market failure and government intervention in promoting sustainable entrepreneurship. The role of government is very significant in promoting the entrepreneurs, and it is true that entrepreneurship is the engine of economic growth, employment,innovation, and political openness worldwide.Plus,market conditions are crucial for the sustainable entrepreneurs because institutional, structural, social, and economic factors can play a significant role in entrepreneurial investment in new business ventures related to natural resources.In conclusion,the four factors EFP,GMF,CCB and FMC are important factors which contribute to sustainable entrepreneurship and can give significant role in making the business world much more eco friendly.