Unleashing Enviropreneurship Toward Innovation: Unraveling Frugal Innovation and Green Innovation Through Zero Waste Management in Circular Economy

ABSTRACT Focused on human well‐being and social responsibility, this study explores the complex relationships within sustainable entrepreneurship and explores whether enviropreneurship significantly impacts both frugal innovation and green innovation. The analysis also studies whether there are possible beneficial links between zero waste management, frugal innovation, and green innovation. Additionally, through assessing the level to which these items come together in sustainable strategic actions, the paper shows the correlation among two important topics: Enviropreneurship and zero waste management. The study explores at the relations between zero waste management and frugal innovation as well as green innovation, examining whether these aspects of innovation have a positive relationship with effective waste management techniques in the presences of enviropreneurship. The paper analyses interactions between enviropreneurship, frugal innovation and green innovation, and the mediation role of zero‐waste management. A total of 273 managers in the manufacturing sector completed the survey and the results were analyzed applying SPSS 25.0 and structural equation modeling (SEM). The findings confirmed significant association among enviropreneurship, zero waste management, frugal innovation, and green innovation. Furthermore, findings also revealed that zero waste management have positive intervention role between enviropreneurship and frugal and green innovation.