Sustainable Warriors Unleashed: Unravelling the Triggers of Eco-Enthusiasm in a Developing Nation's SMME Community

Introduction

The present-day society faces numerous pressing economic, social, and environmental challenges, resulting in instability, social unrest, and environmental risks (Chistov et al., 2021). These challenges are frequently denoted as the “grand challenges” or “planetary mega issues” in academic discourse. The authors Chistov et al. (2021) and Laasch et al. (2022) argue that these obstacles, which they refer to as “particular critical obstacles,” play a crucial role in addressing significant societal and environmental challenges. The field of entrepreneurship has attracted considerable interest as a potential means of tackling prominent societal and environmental challenges, such as climate change and pervasive social inequalities (Gregori & Holzmann, 2020; Hahn et al., 2018; Ramlal & Chiweshe, 2022). Throughout history, the primary motivation driving entrepreneurial endeavours has largely been the desire to create economic value (Anand et al., 2021; Gregori & Holzmann, 2020). However, an increasing acknowledgement of worldwide social and environmental issues has led to a shift in the entrepreneurial sphere, where social and environmental goals are now incorporated alongside core business activities (Anand et al., 2021; Gregori & Holzmann, 2020; Hahn et al., 2018). There is a growing acknowledgment of the efforts made by present-day entrepreneurs in minimising the negative impacts they have on the environment. Furthermore, the authors Anand et al. (2021) and Hahn et al. (2018) emphasise the efforts made by organisations to incorporate pro-socio-environmental principles into their core business activities.

Numerous influential factors, such as the environment, laws, consumers, and social groups, often drive companies to adopt responsible behaviour and participate in sustainable practices (Bajdor et al., 2021; Pham et al., 2020). There are well-supported arguments concerning companies' significant role in environmental sustainability (Fernando et al., 2019; Knoppen & Knight, 2022). The empirical evidence of a growing recognition of environmental concerns and the importance of sustainability is demonstrated by the increasing allocation of resources towards Corporate Social Responsibility (CSR) initiatives, advertising, sustainability reporting, mitigation measures, carbon reduction, and other related endeavours (Malarvizhi & Yadav, 2008; Poddar et al., 2019). Prominent multinational enterprises, including Mahindra & Mahindra, Tata, and Godrej, have garnered recognition for their dedication to sustainable practices within their respective industries, as evidenced by their demonstrated environmental responsibility (Ghosh & Das, 2022; Sarangi, 2021).

Scholars have engaged in frequent discourse regarding the sustainability policies implemented by major corporations (Ramlal & Chiweshe, 2022). The prominence of these corporations in society and the observable impact of their policies contribute to this phenomenon. Cantele et al. (2020) argue that while the environmental consequences of a single small and medium-sized enterprise (SME) may appear negligible in comparison to those of a solitary large corporation, the combined impact of numerous SMEs is considerable in terms of resource utilisation, air and water contamination, and waste production. There is a prevailing consensus that they play a substantial role, encompassing a range of 60% to 70%, in the occurrence of industrial pollution within the European context. There is, however, limited knowledge from a developing world perspective, more so on the African continent.