Adoption Of Green Innovation Practices by Young Entrepreneurs: Evidence from Madurai District

Abstract

Green innovation has become an important component of sustainable entrepreneurial development in recent years. It focuses on the adoption of environmentally friendly practices, technologies, and processes that reduce environmental impact while improving business efficiency. Young entrepreneurs play a crucial role in integrating such sustainable practices into their ventures, especially in developing regions. The present study examines the level of adoption of green innovation practices among young entrepreneurs in Madurai District. It also aims to identify the major factors influencing adoption and the key barriers faced in implementing such practices. The study is based on primary data collected from young entrepreneurs engaged in micro, small, and medium enterprises in the region. A structured questionnaire was used for data collection, and simple statistical tools such as percentage analysis and mean score analysis were applied for interpretation. The findings indicate that the adoption of green innovation practices among young entrepreneurs is at a moderate level. Awareness of environmental issues and government support are found to be significant motivating factors, while high implementation cost and lack of technical knowledge act as major constraints. The study suggests that proper training, financial assistance, and policy support are essential to encourage wider adoption of green practices among young entrepreneurs.