A Study on Sustainable Entrepreneurial Strategies For Integrating Green Technologies In Real-Estate Business Sector

Abstract

The study focuses on understanding the role of green technology adoption and sustainable entrepreneurial strategies in improving the sustainable performance of real-estate businesses. The real-estate sector plays an important role in economic development, employment generation, infrastructure growth, and investment opportunities; however, it also creates environmental challenges due to high energy consumption, use of natural resources, waste generation, and carbon emissions. Therefore, the adoption of green technologies such as solar energy systems, rainwater harvesting, energy-efficient systems, green building materials, waste management, water recycling, smart meters, and sustainable construction practices has become important for promoting environmentally responsible real-estate development. The study examines the relationship between green technology adoption, sustainable entrepreneurial strategies, perceived sustainability benefits, and sustainable performance of real-estate business. Primary data was collected from 75 employees working in the real-estate sector. The findings show that green technology adoption, sustainable entrepreneurial strategies, and perceived sustainability benefits have a positive and significant relationship with sustainable performance. The regression analysis indicates that these three independent variables together explain 37.5% of the variation in sustainable performance of real-estate businesses. The study concludes that sustainable strategies and perceived sustainability benefits play an important role in improving long-term business growth, competitiveness, brand image, customer satisfaction, and environmental responsibility in the real-estate sector.