Abstract

Entrepreneurial initiatives increasingly influence the adoption of green business models, promoting environmental sustainability and innovation among small and medium-sized enterprises. This study examined how entrepreneurial initiatives foster green business models in bakery businesses in Port Harcourt, Nigeria, focusing on creativity, risk-taking, and research and development (R&D) activities. The study specifically aimed to determine the relationship between green business models and (i) creativity, (ii) risk-taking, and (iii) R&D activities among bakery businesses. The study adopted a descriptive survey design. The population consisted of 180 registered bakery businesses within Port Harcourt, from which a sample of 123 respondents was determined using Krejcie and Morgan's (1970) formula. Data were collected using the structured Entrepreneurial Initiatives and Green Business Models Questionnaire (EIGBMQ), validated by experts and tested for reliability (Cronbach’s Alpha = 0.82). Questionnaires were administered directly, yielding 117 usable responses (95.1% response rate). Descriptive statistics (frequency, percentage) and Pearson Product-Moment Correlation were employed to analyze data and test hypotheses at a 0.05 significance level. The results revealed significant positive relationships between green business models and creativity (r = 0.68), risk-taking (r = 0.62), and R&D activities (r = 0.71). These findings suggest that adopting green business practices enhances innovative capabilities, encourages calculated risk-taking, and stimulates continuous research and development in bakery businesses. The study concluded that green business models serve as strategic tools for improving entrepreneurial performance and sustainability