Sustainable Entrepreneurship in Emerging Economies: The Role of Financial Planning, Environmental Consciousness, and Artificial Intelligence in Ecuador—A Cross-Sectional Study

This study investigates the interconnected roles of financial planning, environmental consciousness, and artificial intelligence (AI) in fostering sustainable entrepreneurship among merchants in Machala, Ecuador. Through structural equation modeling analysis of data from 300 entrepreneurs, we found that financial planning positively influences both sustainable entrepreneurship (β = 0.508, p < 0.001) and environmental consciousness (β = 0.421, p < 0.001). Environmental consciousness demonstrates a significant impact on sustainable business development (β = 0.504, p < 0.001), while AI integration emerges as a powerful enabler of both financial planning (β = 0.345, p < 0.001) and sustainable entrepreneurship (β = 0.664, p < 0.001). The findings reveal how AI technologies can democratize access to sophisticated sustainability planning tools in resource-constrained environments, potentially transforming how emerging market entrepreneurs approach environmental challenges. This research advances our understanding of sustainable entrepreneurship by demonstrating that successful environmental business practices in developing economies require an integrated approach combining financial literacy, ecological awareness, and technological adoption. The results suggest that policy interventions supporting sustainable entrepreneurship should simultaneously address financial capabilities, environmental education, and technological accessibility to maximize their impact on sustainable development.