Youth Entrepreneurship Narratives in South Asia: Digital Transformation, Green Innovation, and Sustainable Development Pathways

Abstract

This study examines youth entrepreneurship narratives in South Asia to show how digital and green orientations are expressed and communicated to build legitimacy in the post-COVID context. Using computational text analysis of 450 documents (startup websites, incubator reports, and government policy statements from 2018 to 2024), the study investigates the frequency, tone, and readability of sustainability and digital discourse. Results show a significant post-COVID increase in digitalisation and resilience language, alongside slower and uneven growth in green innovation discourse. Comparative evidence reveals stronger sustainability signalling in India and Bangladesh than in Sri Lanka and Nepal, reflecting institutional maturity and policy support. Beyond documenting trends, this paper is one of the first systematic analyses of youth entrepreneurship narratives in South Asia, extending signalling theory by incorporating tone and readability as discursive signals of legitimacy. The study also offers actionable insights for policymakers and incubators on enhancing sustainability communication, while underscoring the global relevance of South Asia as a digitally dynamic yet climate-vulnerable region.