Exploring the Factors Influencing Green Entrepreneurship Among the Northeast Entrepreneurs—An Approach of Gray-decision Making Trial And Evaluation Laboratory (DEMATEL)

In recent years, there has been an increasing focus on incorporating green business techniques into entrepreneurship activities, a concern shared by firms and researchers alike. Although developed nations have faced regulatory pressures to adopt environmentally friendly methods, this problem has received less attention in developing economies such as India. In light of the time sensitivity, it is crucial to identify the catalysts of green business adaptation into their entrepreneurial activity, specifically focusing on the essential variables among them. The objective of this study is to identify and establish a cause-and-effect relationship between the elements that support green entrepreneurship, using the gray DEMATEL (Decision Making Trial and Evaluation Laboratory) technique. The distinctiveness of this research is its simultaneous emphasis on identifying factors that facilitate and establishing cause-and-effect links, which has not been investigated in previous studies. The creation of green manufacturing capabilities, obtaining funding for green innovation, getting loans from financial institutions easily, and following environmental regulations are the most important components of a comprehensive list of 10 factors that support green business. Moreover, the study enhances its contribution by providing managerial and practical implications, with the purpose of supporting managers of the case organization in implementing green innovation techniques. This comprehensive method seeks to connect the divide between identifying factors that enable something and cultivating a more profound comprehension of how these factors are interconnected, in order to facilitate the implementation of sustainable entrepreneurship practices. JEL Classification: M10, M13