The synergy between Artificial Intelligence adoption and green entrepreneurship for sustainable business growth

This study aims to unfold relationships between green innovation (GI), green entrepreneurial behavior (GEB), and sustainable business performance (SBP). A conceptual model was developed by incorporating AI adoption, creativity, and curiosity as antecedents to green innovation (GI) by entrepreneurs. Further, the relationship between GI, green entrepreneurial intention (GEI), GEB, SBP. In addition to direct effects, AI adoption as a moderator between curiosity, GI, GEI, and between GEB and SBP. To test these hypothesized relationships, data were collected from 550 entrepreneurs from eleven districts in the Southern part of India (Tamil Nadu) was analyzed. After checking the measurement model, the structural model was assessed with partial least squares – structural equation modeling [PLS-SEM]. The results indicated (i) positive impact of AI adoption, creativity and curiosity on GI, and (ii) AI adoption and GI as significant predictors of GEI. Further, the results supported the positive influence of GEI on GEB, which in turn significantly influened SBP. Findings reveal that AI adoption strengthened the relationship between (i) creativity and GI, (ii) GI and GEI, and (iii) GEB and SBP. This study exends the theory of planned behavior (TPB) by adding AI adoption and green innovation as predictors of green intention. Most importantly, this study illustrates how ecological concerns transform and shape their traditional entrepreneurial intentions and behaviors in the context of sustainable development. Further, the findings supported integrating AI adoption with GEB for sustainable business growth and make significant contribution to the literature. This study provides detailed insights for policymakers, local governments, and entrepreneurs interested in promoting sustainable business growth.