Unlocking Ecopreneurial Growth: The Power of Marketing Strategies and Key Determinants

In the era of the gig economy, individuals are increasingly seeking independent income-generating opportunities rather than traditional full-time employment. Many opt to become freelancers, leveraging flexible business models such as e-hailing—an electronic application-based service for booking public transport—and p-hailing, which facilitates the delivery of packages and food via online platforms. However, beyond these established models, there is a growing inclination toward establishing independent businesses. Given the increasing global emphasis on sustainability, this study examines the factors influencing entrepreneurs in adopting eco-friendly business practices. A structured questionnaire consisting of 43 items was distributed to 200 entrepreneurs across various states in Malaysia, targeting potential entrepreneurs. A total of 119 valid responses were collected and analyzed. The findings highlight key issues in the field, and the study provides recommendations for future research.