Integrating Sustainability into Entrepreneurial Businesses: Challenges, Opportunities, and the Impact of Innovation and Regulations in a Global Context

Abstract

The integration of sustainability into business represents a significant challenge for Romanian entrepreneurs, influenced by international regulations, high costs, and the constant need for innovation. A study based on a questionnaire applied to 200 entrepreneurs shows that, although sustainability is perceived as essential in the modern economy, its implementation remains difficult. The main barriers identified include high initial costs for green technologies, lack of expertise, and limited resources for innovation. However, sustainability also offers important opportunities, such as gaining long-term competitive advantage, accessing new market segments, and improving brand image. International regulations drive the adaptation of products and services, being seen both as a constraint and as a stimulus for innovation. Overall, the findings highlight the need for stronger financial and educational support to facilitate the transition toward sustainable business practices.