Determinants of sustainable entrepreneurship in palmyrah based enterprises in Jaffna

Abstract

In the competitive business era, moving towards sustainable entrepreneurship is a vital part. In that context, the present study aims to determine the drivers for sustainable entrepreneurship in Palmyrah-based enterprises in Jaffna. Especially in Jaffna, many entrepreneurship activities are based on the Palmyrah-based product, as Palmyrah is one of the iconic resources in Jaffna. In that context, in order to improve the business path, researchers collected data from 184 registered Palmyrah-based enterprises in Jaffna by issuing a Likert scale questionnaire. Green technology, products innovation, digital marketing, and digital financing were considered as the independent variables of the study, while sustainable business practices were considered as the dependent variable of the study. The researcher used SPSS to run statistical analysis and reliability tests, normality tests, correlation analysis, multiple regression analysis, and multicollinearity test. Based on the analysis, it is concluded that green technology, product innovation, digital financing, and digital marketing had a positive effect on business sustainability in Palmyrah-Based Enterprises in Jaffna.