Green Hyperautomation Strategy for Responsible Digital Entrepreneurship: A Conceptual Framework for Sustainable and Ethically Governed AI-Driven Ventures in Emerging Markets Arya Budi Sutopo (a*), Anggit Dyah Kusumastuti (a), Sri Huning Anwariningsih (b)
a) Business Administration Study Program, Universitas Sahid Surakarta, Surakarta, Indonesia
*aryabudisutopo[at]usahidsolo.ac.id
anggit.dyahkusumastuti[at]usahidsolo.ac.id
b) Informatics Study Program, Universitas Sahid Surakarta, Surakarta, Indonesia
srihuning[at]usahidsolo.ac.id
Abstract
Digital entrepreneurship is increasingly powered by hyperautomation, the orchestrated use of artificial intelligence (AI), machine learning, and robotic process automation to automate venture processes end-to-end. Yet the dominant narrative emphasizes efficiency and scale, leaving two questions underexplored: how automation-intensive entrepreneurship affects environmental sustainability, and how entrepreneurs can govern such technologies responsibly. This conceptual paper addresses both by introducing Green Hyperautomation Strategy (GHS), a framework for the deliberate design of AI-driven ventures that pursue operational efficiency, environmental sustainability, and ethical governance simultaneously. Drawing on the natural resource-based view and responsible innovation perspectives, and connecting to the emerging literature on Green AI, the study synthesizes scholarship across hyperautomation, corporate sustainability, and business ethics to construct an integrative framework. Whereas Green AI focuses narrowly on the energy efficiency of individual models, GHS operates at the level of venture strategy, treating end-to-end automation as a capability deliberately configured for environmental and ethical outcomes rather than a purely technical efficiency. The framework specifies how hyperautomation can be aligned with sustainability objectives and embedded within responsible governance practices such as transparency, accountability, and resource stewardship. The paper offers three contributions: it defines GHS as a distinct construct extending Green AI into the entrepreneurial domain- it proposes a conceptual framework linking automation strategy to sustainable and responsible venture outcomes- and it sets out a research agenda for empirical validation in emerging markets, where the environmental externalities of AI adoption remain understudied and where sustainable, inclusive entrepreneurship is most consequential for development.
Keywords: Green Hyperautomation, responsible digital entrepreneurship, sustainable ventures, Green AI, ethical governance, emerging markets
Topic: Responsible Digital Entrepreneurship: Fostering Sustainable Business Ecosystems through Innovation and Ethical Governance (Digital Entrepreneurship- Sustainable Ecosystems- Business Innovation)
