Emergence of Green Entrepreneurship in Tamil Nadu; A Solution for Sustainable Growth and Development and Challenges

Abstract

More recently, consumption has led to changes in consumer behavior, reducing its negative impact on the environment. The effect of green entrepreneurship is to introduce innovative ecological solutions to problems related to the production and consumption of products and services. The study analyzes the emergence of green entrepreneurs using variables such as green innovation, green production and green marketing. Customer preference for green products is also an important factor contributing to the emergence of green entrepreneurs. The study reveals the existing practices of eco-friendly entrepreneurs in terms of innovation, production, and marketing, and is therefore useful for eco-friendly entrepreneurs who want to start new businesses with eco-friendly products. Here, a structured equation model was adopted to know the suitability of the components and the contribution of each factor to the emergence of green entrepreneurs. The results show that all the building blocks such as green innovation, green production and green marketing make the greatest contribution to the emergence of green entrepreneurs. This green production is the dominant factor in the emergence of green entrepreneurs. Green Entrepreneurship Development of new business models that, if applied, lead to sustainable economic development.