Synergistic Interactions Between Green-Shopping, Culture and Sustainable Practices: Unpacking the Entrepreneur-Customers Nexus

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F25%3A43928205" target="_blank" >RIV/62156489:43110/25:43928205 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.52340/ejts.2025.13.01.02" target="_blank" >https://doi.org/10.52340/ejts.2025.13.01.02</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.52340/ejts.2025.13.01.02" target="_blank" >10.52340/ejts.2025.13.01.02</a>

Result language

angličtina

Original language name

Synergistic Interactions Between Green-Shopping, Culture and Sustainable Practices: Unpacking the Entrepreneur-Customers Nexus

Original language description

This research investigates the complex process through which consumer culture, attitudes, and awareness are transformed into sustainable intentions among new entrepreneurs. Employing a conceptual synthesis approach, this study research a theoretical model based on an integrative literature review, validated through semi-structured interviews with entrepreneurs and academic experts from Ukraine and India. The results reveal that this pathway is not a guaranteed virtuous cycle but is frequently disrupted by two key sets of barriers: consumer-side obstacles, such as scepticism and the attitude-behaviour gap, and entrepreneurial-side obstacles, including institutional constraints and conflict with the profit motive. The study&apos;s primary contribution is a revised process model that serves as a diagnostic framework, identifying the critical &quot;points of disruption&quot; where the transition to sustainability is most likely to fail. Based on this framework, the paper offers specific, actionable recommendations for entrepreneurs in the areas of product design, marketing strategy, and organizational culture to overcome these barriers and bridge the gap between consumer interest and sustainable business practice.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

European Journal of Transformation Studies

ISSN

2298-0997

e-ISSN

2298-0997

Volume of the periodical

13

Issue of the periodical within the volume

1

Country of publishing house

GE - GEORGIA

Number of pages

28

Pages from-to

26-53

UT code for WoS article

001652069400002

EID of the result in the Scopus database

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