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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název periodika

European Journal of Transformation Studies

ISSN

2298-0997

e-ISSN

2298-0997

Svazek periodika

13

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GE - Gruzie

Počet stran výsledku

28

Strana od-do

26-53

Kód UT WoS článku

001652069400002

EID výsledku v databázi Scopus

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