Challenges of Implementing Green Orientation and Sustainable Business Practices: A Case of Ndola District, Zambia
DOI:
https://doi.org/10.63385/jemm.v1i3.216Keywords:
Business, Green Orientation, Innovations, Sustainability, ZambiaAbstract
Small businesses and entrepreneurs play a crucial role in economic development, yet they face increasing challenges in managing sustainability amidst rapidly changing environmental conditions. Although the demand for environmentally responsible business practices is growing, many small enterprises struggle to integrate sustainability into their operations. Despite their potential to contribute to global sustainability initiatives, current literature lacks sufficient attention to the adoption of green, clean, and smart technology adaptations in small business models. This paper examines the concept of green orientation and sustainable business practices, highlighting the importance of environmentally friendly and efficient design in fostering long-term business resilience. Grounded in the Diffusion of Innovation Theory, the study examines the challenges small businesses face in adopting and implementing sustainable innovations to enhance their competitiveness and environmental responsibility. A qualitative research approach was employed, with data collected through interviews and observations from 30 participants selected through purposive and snowball sampling techniques. The findings reveal that while some small businesses are embracing green practices, many face financial, technological, and policy-related constraints that hinder full implementation. The paper emphasizes the importance of strategic policy interventions, financial support mechanisms, and capacity-building initiatives in enhancing green entrepreneurship. By providing insights into the adoption of sustainable business practices, this study contributes to the ongoing discourse on fostering future entrepreneurs through the adoption of green, clean, and smart technologies.
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