STARTUPS AND SUSTAINABILITY: EXPLORING PUBLIC AWARENESS IN COIMBATORE REGARDING THE ROLE OF STARTUPS IN ACHIEVING THE SUSTAINABLE DEVELOPMENT GOALS (SDGs)

Abstract

Sustainable development has emerged as a central global priority with the adoption of the United Nations Sustainable Development Goals (SDGs). Startups have become significant drivers of innovation and sustainability by providing technology-driven solutions to economic, social, and environmental challenges. In India, the startup ecosystem has grown rapidly and increasingly focuses on sustainability-oriented entrepreneurship. This study explores the level of public awareness in Coimbatore regarding the role of startups in achieving the SDGs. Using a descriptive research design, the study examines perceptions of citizens regarding sustainable startups, their awareness of SDGs, and their views on the contribution of startups toward environmental protection, social inclusion, and economic development. The findings suggest that while awareness about startups is relatively high, knowledge about their connection to the SDGs is moderate. The study highlights the importance of public awareness programs, government initiatives, and academic engagement to strengthen sustainable entrepreneurship and support the achievement of the SDGs.