Asia Entrepreneurs Moving Into The Sustainability Sector: A Systematic Review

Abstract

Asia’s fast-growing economies and entrepreneurial societies are increasingly turning toward sustainability. We conduct a systematic literature review following PRISMA guidelines to map research on Asia-based entrepreneurs moving into sustainable and green sectors. Searches of Scopus, Web of Science, and Google Scholar yielded approximately 1,000 records. After de-duplication and screening, we analyzed 50 peer-reviewed studies published between 2010 and 2025. We extracted key information on authors, countries, methods, and findings and applied thematic coding. Results show a sharp increase in research after 2018, paralleling momentum around the Sustainable Development Goals (SDGs). China and India predominate in the literature, with emerging focus on Southeast Asia. Key themes identified are: (i) Drivers—government policies, SDG alignment, and market opportunities encourage entrepreneurs to enter clean technology, agribusiness, and waste sectors; (ii) Barriers—lack of finance, inadequate infrastructure, and policy gaps slow the adoption of sustainable business models; and

(iii) Impacts—sustainable ventures can improve economic outcomes and contribute to SDG attainment when operations are inherently green. For example, large-scale low-carbon policies in China significantly boosted urban green startups, whereas entrepreneurship alone can increase emissions unless low-carbon practices are adopted. The review uncovers research gaps, including limited attention to women entrepreneurs and rural enterprises, and calls for tailored incentives, green R&D financing, and cross-sector collaboration. We present a conceptual framework linking Asian entrepreneurs to sustainability outcomes and outline directions for future research.