Abstract
Over the past few years, rural revitalization has become a focal point of interest in the discourse of sustainable development. However, there exists a gap in understanding the factors that foster economic sustainability in rural settings. The current study seeks to investigate the influence of digital economic transformation on rural revitalization in the context of China by employing a serial mediation model encompassing green entrepreneurship and green innovation. Data were collected from rural entrepreneurs using a stratified sampling method, with strata identified based on geographical and socioeconomic factors, which allowed for a comprehensive examination of various business sizes and stages across sectors. The authors analyzed the structural paths using multivariate analytical techniques by utilizing SmartPLS-SEM. The empirical findings provide support to the hypothesized relationships that: (1) digital economic transformation significantly promotes green entrepreneurship, which in turn, cultivates green innovation; and (2) green entrepreneurship and green innovation serially mediate the association between digital economic transformation and rural revitalization. Our study provides a holistic model that can inform regulatory frameworks and governmental strategies to support sustainable rural development in China.
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