ECO INNOVATION IN STARTUPS: A STUDY ON SUSTAINABLE BUSINESS MODELS

In the modern business environment, sustainability has become a major priority for organizations globally. Startups are increasingly adopting eco-innovation to create environmentally responsible and sustainable business models. Eco- innovation refers to the development of innovative products, processes, and practices that reduce environmental impact while supporting economic growth. This study examines the importance of eco-innovation in startups and its role in promoting sustainable business models. This research is based entirely on secondary data collected from journals, books, reports, and online academic sources published in recent years. This study highlights that eco-innovation helps startups improve resource efficiency, reduce environmental damage, and enhance market competitiveness. However, startups also face several challenges, such as limited financial support, investment in green technologies, and greater awareness of sustainability practices, which are essential to encourage eco-innovation among startups.