SYNERGISTICINTERACTIONSBETWEENGREEN-SHOPPING,CULTUREANDSUSTAINABLEPRACTICES:UNPACKINGTHEENTREPRENEUR-CUSTOMERSNEXUS

This research investigates the complex process through which consumer culture, attitudes, and awareness are transformed into sustainable intentions among new entrepreneurs.Employing a conceptual synthesis approach, this study research a theoretical model based on an integrative literature review, validated through semi-structured interviews with entrepreneurs and academic experts from Ukraine and India.The results reveal that this pathway is not a guaranteed virtuous cycle but is frequently disrupted by two key sets of barriers: consumerside obstacles, such as scepticism and the attitude-behaviour gap, and entrepreneurial-side obstacles, including institutional constraints and conflict with the profit motive.The study's primary contribution is a revised process model that serves as a diagnostic framework, identifying the critical "points of disruption" where the transition to sustainability is most likely to fail.Based on this framework, the paper offers specific, actionable recommendations for entrepreneurs in the areas of product design, marketing strategy, and organizational culture to overcome these barriers and bridge the gap between consumer interest and sustainable business practice.