THE SUSTAINABILITY ENTREPRENEURSHIP IN ADAPTIVE RESILIENCE AMONG INDIGENOUS COMMUNITY IN MALAYSIA

ABSTRACT

Understanding the socio-cultural background and how entrepreneurs perceive and respond to unfavourable environmental conditions is required when investigating the relationship between resilience, sustainability, and entrepreneurship from the perspective of an indigenous community. Taking into the account of theory of planned behaviour, the aim of this study is to investigate the relationship between characteristics of sustainable attitude, sustainability norms, sustainability behaviours, and opportunity recognition with indigenous entrepreneurs' adaptive resilienceThe research design employed in this study was crosssectional and correlational. The most effective approach to use is a quantitative approach to evaluate the impact of sustainable attitudes, sustainability norms, sustainability behaviours, and opportunity recognition on indigenous entrepreneurs' adaptive resilience. A questionnaire survey of 500 respondents from Malaysia's indigenous community was used to gather data. A questionnaire survey of 500 respondents from Malaysia's indigenous community was used to gather data. The findings of this study show that most indigenous groups believe that sustainability in terms of attitudes, behaviour, and opportunity recognition has increased the aim of moving forward in entrepreneurs' adaptive resilience as compared to sustainability norms. Given that resilience is a malleable competency and that there is a positive relationship between sustainable behaviour and resilience, institutional actions are required to reinforce the social esteem of the entrepreneur among indigenous community to cope with environment challenges.