Adaptation of Green Innovation Product, Process and Marketing Strategies Among Micro and Small Entrepreneurs in Coimbatore District, Tamil Nadu

Abstract

Green innovation has emerged as a central driver of competitiveness, resource efficiency, and sustainable development for Micro and Small Enterprises (MSEs). With increasing environmental awareness, global competition, and regulatory expectations, MSEs must transform conventional business systems into eco-friendly and efficiency-oriented structures. This study investigates the extent of green innovation adoption among 200 MSEs in Coimbatore District, Tamil Nadu. The research applies a descriptive–causal design supported by a structured questionnaire, analyzed using Percentage Analysis, Chi-Square Tests, Regression Analysis, and Structural Equation Modelling (SEM). Findings reveal that compatibility (β = 0.412), convenience (β = 0.308), observability (β =0.267), and green marketing (β = 0.350) significantly influence adoption. The strongest behavioral determinant is intention (β = 0.487), suggesting that cognitive readiness precedes financial commitment. Results confirm that knowledge asymmetry, lack of policy awareness, and financial hesitation are major barriers to full adaptation. The study concludes with practical recommendations for policymakers, MSME associations, and entrepreneurs to institutionalize green practices and strengthen sustainability performance.