Women Empowerment, Sustainable Business Initiatives, And Green Innovation: A Sociological Investigation - Challenges And Opportunities

Abstract

Over the past few years, there has been a significant surge in the level of interest in sustainable leadership. This trend has been propelled by an increasing recognition of environmental concerns and the significance of promoting sustainable lifestyles. Sustainability leadership involves the incorporation of environmental, economic, and social sustainability, requiring a comprehensive approach to resource management. The potential advantages include the financial profits obtained through maximizing the use of resources, improved public perception of the brand, and increased consumer loyalty. The acknowledgment of the importance of social and environmental objectives, alongside organizational aims, has led to the development of a new business model known as corporate social responsibility (CSR). Profit-oriented companies also aim to achieve social and environmental objectives within this framework. It is essential to confirm that women who participate in entrepreneurial endeavours have a substantial influence on a nation’s economic growth and socio-economic activities. This is because it enables the harnessing of women’s aptitudes, such as resourcefulness, ingenuity, and perseverance, in the labour market. Currently, many businesses view the increase of female participation in their workforce as a strategic move in line with the Sustainable Development Goals (SDGs). Several research have demonstrated that women possess outstanding abilities, such as innovative and imaginative thinking, leadership qualities, social awareness, and a significant aptitude for identifying possibilities. Women are crucial in this domain due to their enhanced comprehension of the requirements and obstacles encountered by their communities. Women in leadership positions have the authority to make significant and beneficial contributions to the promotion and maintenance of sustainability. Nevertheless, women encounter numerous barriers and challenges in their involvement in green entrepreneurship, including gender stereotypes and biases, limited access to financial capital, market opportunities, professional connections, educational alternatives, and guidance from experienced mentors. When applied to the challenges faced by female leaders in sustainable business practices, Social Identity Theory, proposed by Henri Tajfel and John Turner supports to elucidate various dynamics and suggests that individuals absorb societal norms and expectations associated with their gender identity, which might influence their behaviour and interactions while taking on leadership roles. Female executives in sustainable business may face challenges in defying conventional norms that link leadership with masculine traits, such as assertiveness and authority. This could lead to a divergence between cultural expectations and the leadership methods and behaviours of female leaders, thereby creating perceptions of inefficiency or unsuitability. The theory suggests that individuals use social comparison processes to evaluate themselves and others, considering their group memberships. Women who hold leadership positions in the sustainable business sector may face heightened scrutiny and be subjected to comparisons with their male colleagues, leading to unfair performance evaluations and views of their abilities. Female executives in the sustainable business sector may face challenges related to being perceived as outsiders or “others” in leadership settings that are largely male-dominated. No research study has conducted an analysis of the obstacles and opportunities confronted by female entrepreneurs in promoting sustainability and implementing sustainable business practices. This current study “Women Empowerment, Sustainable Business Initiatives, and Green Innovation: A Sociological Investigation - Challenges and Opportunities” provides a sociological analysis of the challenges and opportunities encountered by female entrepreneurs in promoting sustainability and ensuring sustainable business practices.