ROLE OF GREEN ENTREPRENEURSHIP IN PROMOTING ENVIRONMENTAL SUSTAINABILITY IN DHARMAPURI DISTRICT

The significant rise in global consumption of goods and services has contributed to global warming, increased environmental pollution, and a decline in flora and fauna. With each day that passes, concerns regarding the natural environment are increasingly becoming a vital aspect of business operations. In response to this environmental awareness, companies are adopting various business strategies. By implementing necessary measures to provide an environmental context and development opportunities, green entrepreneurship helps to ensure environmental stability. In this regard, researchers have sought to investigate the role of green entrepreneurship in promoting environmental sustainability in Dharmapuri district. The primary aim of this study is to analyze the impact of green entrepreneurship on environmental sustainability in the Dharmapuri district. For the survey, the researchers employed a multistage sampling method. In the first stage, five blocks, representing 50% of the total blocks, were randomly selected. In the second stage, 30 green entrepreneurs were chosen based on purposive sampling from each block. Consequently, the total sample size comprised 150 green entrepreneurs. This study is grounded in empirical research and survey methodologies. It uses both primary and secondary data sources. The data for the research was gathered through structured questionnaires. Green entrepreneurs from the Dharmapuri district were selected for this study, and data was collected via a questionnaire. Out of 150 questionnaires distributed, 137 were returned completed. However, 13 questionnaires were deemed incomplete. Therefore, only 137 questionnaires were included in the analysis. Secondary data was sourced from the internet, books, journals, theses, and research articles. To derive meaningful insights, the researchers employed statistical methods including the student t-test, analysis of variance, coefficient of variation, multiple regression analysis, mean, and percentage analysis. The findings indicated that the primary function of green entrepreneurship in promoting environmental sustainability is to "enhance resource utilization," succeeded by “reduced possibility of natural disasters" and "green entrepreneurship positively influences the environment."