گیانشوار سیک کوش واها - Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal, Madhya Pradesh, India
ناگندرا کومار شارما - Department of Management Studies, Maulana Azad National Institute of Technology, Bhopal, Madhya Pradesh, India

The concept of sustainable entrepreneurship is emerging due to the greening of the business environment. The objective of the present study is to distinguish the influencing factors for the entrepreneurial aspirants towards the sustainable entrepreneurship. It is an empirical study that incorporates ۳۰۶ respondents. These respondents are young entrepreneurial aspirants. The study consists of four hypotheses that have been tested, and it was found that eco-friendly people (EFP) are not significantly linked to sustainable entrepreneurship. Whereas, green marketing factors (GMF), changing consumer behavior (CCB) towards green products, and favorable market conditions (FMC) have a significant and positive impact on sustainable entrepreneurship.

Consumer behavior, Entrepreneurial aspirants, Green marketing, Sustainable entrepreneurs