CHALLENGES AND OPPORTUNITIES OF GENERATION Z GREEN ENTREPRENEURS: LITERATURE REVIEW

Abstract

Consumers are increasingly aware that sustainability issues are very important because we need natural resources to survive, and sustainability ensures that these resources remain available for future generations. Sustainability is also important to protect the environment, reduce pollution, and maintain the balance of the ecosystem. This study explores the vision of environmentally friendly business among generation Z entrepreneurs. Analysis using literature review. The author reviews and analyzes literature relevant to the research topic, which is carried out before or during the research to identify knowledge gaps, test theories, or develop a research framework.

Generation Z green entrepreneurs face challenges such as intense market competition and the need to adapt to new technologies, but also have great opportunities to leverage digitalization, creativity, and personal branding trends. They can also leverage the support of communities and MSME platforms to grow their businesses. Further research can examine what factors encourage generation Z to become green entrepreneurs.