Building entrepreneurship based on green innovation to promote sustainable development: a qualitative study perspective

Green innovation is growing in line with today’s entrepreneurs’ awareness of the crucial issue of sustainability development. The problem highlighted is that many green entrepreneurs cannot continue their business, as 98% of entrepreneurial initiatives to implement green innovation has led to failure. The failure is a gap that requires entrepreneurs to rethink the implementation of green innovation. This study raised the big theme of green management implementation, with the fundamental research question being focused on how to facilitate the presence of green innovation to survive in today’s business environment. This research was a qualitative study with a research direction based on two main aspects. Firstly, conducting a qualitative study to explore case studies on green entrepreneurship that had successfully implemented green innovation. Secondly, formulating the factors that formed green innovation to encourage sustainable development. The informants of this research were companies engaged in algae cultivation that build commitment to green management. The data collection technique used interviews with managers as policymakers in recycling, reusing and reducing from the green concept. Triangulation of the suitability of interview results between managers and Chief Executive Officers (CEOs) was used to ensure validity. The findings of this study revealed how green entrepreneurship requires more additional costs than conventional entrepreneurship, where one of the keys is creativity and efficiency to survive. This study successfully proposed a green innovation framework that can be applied to green entrepreneurship in Indonesia.