2023

The purpose of this study is to examine the effect of personal pro-social identity and organisational pro-social identity on sustainability-oriented entrepreneurial intention through the use of identity theory. Sustainability-oriented entrepreneurs are those who are able to identify and seize opportunities at the root of environmental dilemma.

This research aims to identify critical success factors and challenges faced by nontechnical female entrepreneurs during the COVID-19 pandemic. Additionally, it aims to explore the strategic financial, marketing, and safety responses taken by these entrepreneurs to sustain their businesses.

The frequent interaction between customers and firms generates tie strength (TS) among them, which may be impaired due to service failures, as organizations are not exempt from such scenarios.