| Abstract | Sustainable startups are increasingly recognized as key drivers of environmental
conservation and economic development. In recent years, the adoption of eco-friendly
innovations has become essential for startups to achieve operational efficiency, market
competitiveness, and social responsibility. This study aims to examine the eco-friendly ideas
and innovations adopted by sustainable startups in Pollachi, the benefits they gain from these
practices, and the factors influencing their adoption. A descriptive research design was
employed, and data were collected from 150 startup owners and managers using a structured
questionnaire. The study utilized descriptive statistics, ranking analysis, cross-tabulation,
and Chi-square tests to analyze the data. The findings indicate that energy-efficient
technologies, waste reduction practices, and renewable energy adoption are the most
common eco-innovations, with significant benefits including cost reduction, improved brand
image, and enhanced market competitiveness. The study also reveals a significant association
between the type of startup and the eco-innovations adopted. The results provide valuable
insights for policymakers, entrepreneurs, and researchers aiming to promote sustainable
business practices in India.
Keywords: Sustainable startups, Eco-innovation, Green practices, Renewable energy, Startup
benefits, etc.,
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