This study explored factors shaping Estonian entrepreneurs' green transition awareness. Employing mixed methods, it included an online survey (532 enterprise representatives) and focus groups/interviews (42 experts). Findings showed that less than half of Estonian companies were aware of the green transition. Based on proportional odds logistic regressions, factors contributing to this low awareness included a perceived lack of necessity, limited exposure to green regulations, demand for information on green initiatives and absence of an established green transition plan. Entrepreneurs acknowledged the importance of sustainable practices yet lacked expertise in their implementation. Policymaker‐driven targeted communication and training are key for bridging this gap, emphasizing benefits and encouraging green plans. Collaboration and knowledge‐sharing, especially with foreign trade‐linked companies, may foster green practice adoption. These findings aid in understanding awareness gaps and guiding support systems. Policymakers can create effective strategies, training and plans, promoting awareness of Estonia's sustainable goals and eco‐conscious business landscape.

中文翻译：

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影响爱沙尼亚企业家绿色转型意识的因素


本研究探讨了影响爱沙尼亚企业家绿色转型意识的因素。采用混合方式，包括在线调查（532名企业代表）和焦点小组/访谈（42名专家）。调查结果显示，不到一半的爱沙尼亚公司意识到绿色转型。根据比例赔率逻辑回归，导致这种意识低下的因素包括认为缺乏必要性、对绿色法规的了解有限、对绿色举措信息的需求以及缺乏既定的绿色转型计划。企业家承认可持续实践的重要性，但缺乏实施方面的专业知识。政策制定者驱动的有针对性的沟通和培训是弥合这一差距、强调效益和鼓励绿色计划的关键。合作和知识共享，特别是与外贸相关公司的合作和知识共享，可能会促进绿色实践的采用。这些发现有助于了解意识差距并指导支持系统。政策制定者可以制定有效的战略、培训和计划，提高人们对爱沙尼亚可持续目标和生态意识商业环境的认识。