Research Article
Decoding Ecopreneurial Behavior: How Motivations Drive Eco-Efficiency in Indian Startups
@INPROCEEDINGS{10.4108/eai.19-12-2025.2362397, author={Deepa Guleria and Sharif Mohammad and Ain Bemisal Alavi}, title={Decoding Ecopreneurial Behavior: How Motivations Drive Eco-Efficiency in Indian Startups}, proceedings={Proceedings of the 1st International Conference on Computational Techniques in Data Science, IICTDS 2025, 19-20 December 2025, Chandigarh, India}, publisher={EAI}, proceedings_a={IICTDS}, year={2026}, month={11}, keywords={Eco-preneurship Eco-efficiency Theory of Planned Behaviour Motivations Startup Ecosystem Structural Equation Modeling Environmental Sustainability Indian Startups Entrepreneurial Behavior}, doi={10.4108/eai.19-12-2025.2362397} }- Deepa Guleria
Sharif Mohammad
Ain Bemisal Alavi
Year: 2026
Decoding Ecopreneurial Behavior: How Motivations Drive Eco-Efficiency in Indian Startups
IICTDS
EAI
DOI: 10.4108/eai.19-12-2025.2362397
Abstract
This study leverages the Theory of Planned Behaviour to investigate the link between entrepreneurial behaviour focused on ecological sustainability, the motivations driving this behaviour, and overall eco-efficiency. Utilizing partial least squares structural equation modeling (PLS-SEM) to test hypotheses and bootstrapping for mediating analysis, the research explores the interplay between motivations for ecopreneurship, ecopreneurial actions, and their impact on eco-efficiency. Analyzing data from 280 startups, the findings reveal a positive correlation between ecopreneurial motivations and actions, as well as between ecopreneurial actions and eco-efficiency. The research underscores the mediating role of ecopreneurial behaviour in connecting motivations and eco-efficiency, offering a robust, pro-environmental framework beneficial for both academics and emerging entrepreneurs, emphasizing the dual achievement of economic and environmental goals through eco-efficiency.