Green Technopreneurship Model for Digital Startups Among Gen-Z
Keywords:
green technopreneurship, digital startups, Gen Z, sustainability, green innovation
Abstract
This study aims to explore how Gen-Z digital startup founders interpret the concept of green technopreneurship, identify its driving and inhibiting factors, and develop a conceptual model tailored to their context. A qualitative method with a phenomenological approach was employed, involving five Gen-Z founders in Indonesia who run environmentally oriented digital businesses. Thematic analysis revealed key themes such as green values as a business identity, digital technology as a sustainability accelerator, and distinct Gen-Z values such as authenticity and impact-driven work. The study proposes a conceptual model that integrates green values, digital innovation, and youth characteristics as the foundation for developing sustainable startups.
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Arifin, Z., & Purba, J. (2022). Determinants of entrepreneurial behavior among Gen-Z in Indonesia: Role of campus ecosystem and digital mindset. International Journal of Entrepreneurship, 26(4), 122–134.
Blank, S., & Dorf, B. (2012). The startup owner’s manual: The step-by-step guide for building a great company. K&S Ranch Press.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Chen, Y. S., Lin, M. J. J., & Chang, C. H. (2020). The influence of green innovation on business sustainability: A study of Taiwanese SMEs. Journal of Business Ethics, 104(3), 361–370.
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd ed.). SAGE Publications.
Deloitte. (2023). 2023 Gen Z and Millennial survey: The cost of inaction. https://www2.deloitte.com
Dissanayake, D., & Sivarajah, U. (2022). Towards green Technopreneurship: A multi-levelapproach to sustainability. Journal of Cleaner Production, 356, 131857.
Isma, A., Dewantara, H., Alisyahbana, A. N. Q., & Diarra, S. (2023). Digital literacy, environmental awareness, and e-commerce in entrepreneurial intentions. QEMS Journal, 4(2), 45–59.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Marpaung, C. R., Tsabit, I. A. Z., & Pangestuti, I. R. D. (2024). The role of Gen-Z in green economy towards Golden Indonesia 2045. Research Horizon, 3(1), 56–67.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Moleong, L. J. (2018). Qualitative research methodology. Remaja Rosdakarya.
Moustakas, C. (1994). Phenomenological research methods. SAGE Publications.
Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16(1), 1–13
Obschonka, M., & Audretsch, D. B. (2019). Artificial intelligence and big data in entrepreneurship. arXiv preprint. https://arxiv.org/abs/1906.00553
Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE Publications.
Pew Research Center. (2020). Defining generations: Where Millennials end and Generation Z begins. https://www.pewresearch.org
Pihie, Z. A. L., & Bagheri, A. (2013). Self-efficacy and entrepreneurial intention: The mediating role of self-regulation. Vocations and Learning, 6(3), 385–401.
Pratiwi, A., & Anjarwati, D. (2020). Digital natives and environmental concerns: The role of Gen-Z in social innovation. Journal of Psychology & Behavior, 9(1), 33–45.
Putri, D. Y., & Salamah, U. (2023). Gen-Z profile as young technopreneurs: Between innovation and sustainability. Journal of Industrial and Organizational Psychology, 11(1), 1–12.
Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30(8), 1143–1160.
Rao, P., & Holt, D. (2020). Technology and sustainable development: The role of innovation in environmental management. Technological Forecasting & Social Change, 157, 120065.
Rizqi, H. F., Maulana, F., & Febrianti, I. (2023). Readiness of Gen-Z in developing environmentally-based startups in the digital era. Journal of Entrepreneurship and Creative Economy, 5(2), 88–100.
Saraswati, N. P., Hakim, R., & Dewi, A. (2022). Digital technology for sustainable startups: A study on agritech and renewable energy startups. Green Technology Journal, 7(2), 43–57.
Serio, R. G., Giuliani, D., & Espa, G. (2020). Green production as a factor of survival for innovative startups. arXiv preprint. https://arxiv.org/abs/2005.12102
Singh, A., Kumar, P., & Srivastava, A. (2021). Green entrepreneurship and sustainable development: A conceptual framework. International Journal of Entrepreneurship, 25(1).
Sugiyono. (2019). Qualitative, quantitative, and R&D research methods. Bandung: Alfabeta.
Suyanti, T., Hidayat, D., & Dewi, A. (2022). Gen Z’s tendency in choosing the entrepreneurial path: A quantitative study in higher education. Journal of Economics and Entrepreneurship, 6(2), 112–123.
Umus Aini, M. (2024). The motivation of Gen Z towards creating a sustainable business. Justek: Journal of Science and Technology, 9(1), 23–31.
Valendia, I. A. S., & Purwanegara, M. S. (2022). Greenwash online marketing and Gen Z's repurchase intention. Indonesian Journal of Business and Entrepreneurship.
Williams, K. C., Page, R. A., Petrosky, A. R., & Hernandez, E. H. (2020). Multi-generational marketing: Descriptions, characteristics, lifestyles, and attitudes. Journal of Applied Business and Economics, 22(1), 23–38.
Published
2025-10-06
How to Cite
Putra, R., Fauzan, & Rahayu, N. W. I. (2025). Green Technopreneurship Model for Digital Startups Among Gen-Z. ABM: International Journal of Administration, Business and Management, 8(1), 32-43. https://doi.org/10.31967/abm.v8i1.1611
Section
Articles
Copyright (c) 2025 Riskia Putra, Fauzan, N. W. Islami Rahayu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
