Title: Factors that accelerate the determinants of ecopreneurial activities: an empirical study in Malaysia

Authors: Farah Akmar Anor Salim; Punitha Sinnappan; Salwa Mohd Azmi; Yuhanis Abdul Jamal; Kamarull Bahar Ghazali

Addresses: Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, 54100 Kuala Lumpur, Malaysia ' Department of Marketing Strategy and Innovation, Sunway University Business School, 47500 Petaling Jaya, Selangor, Malaysia ' Faculty of Business Management and Professional Studies, Management and Science University, 40100 Shah Alam, Selangor, Malaysia ' Faculty of Business Management and Professional Studies, Management and Science University, 40100 Shah Alam, Selangor, Malaysia ' Faculty of Business Management and Professional Studies, Management and Science University, 40100 Shah Alam, Selangor, Malaysia

Abstract: The hit of coronavirus (COVID-19) has given a major impact to every country across the globe. Looking at the Malaysian economic sector, most of the business activities are well supported by both the government and related agencies to enhance its productivity. Overall, the awareness in sustaining the agriculture sector has been a top priority. Among the actions taken is encouraging the emergence of ecopreneurship within the agriculture sector. In this research, factors that inspire entrepreneurs to embark on ecopreneurial activities were observed. One hundred nineteen entrepreneurs completed the questionnaire with an approximate response rate of 59.5%. The finding revealed that awareness plays a significant role in flourishing the agriculture enterprises in Malaysia. This study also revealed that attitude partially mediates the relationship between awareness and behaviour towards ecopreneurial activities. Future studies can replicate this study across different countries by taking the climate into consideration and incorporate other variables to develop a better understanding.

Keywords: ecopreneurship; ecopreneur; sustainability; entrepreneurship; awareness; attitude; Malaysia.

DOI: 10.1504/IJBIR.2025.146988

International Journal of Business Innovation and Research, 2025 Vol.37 No.3, pp.326 - 337

Received: 11 Mar 2022
Accepted: 02 Jul 2022
Published online: 10 Jul 2025 *

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