MOTIVATION OF SUSTAINABLE DEVELOPMENT, EVIDENCE OF CHONGQING, CHINA

Abstract

This paper explores the factors influencing the motivation of industrial operators to sustainably develop industries in poor regions of Chongqing, amidst the broader context of rural revitalisation in China. Leveraging Freud's social psychology motivation theory as foundational frameworks, a new model is innovatively constructed and empirically demonstrated through extensive literature research and qualitative analysis. The findings highlight four primary influencing factors: innovation environment, cognition, ecological environment and financing awareness, which affect the industrial operator’s motivation of sustainable development of  industries in poor regions. Then, this paper propose that traditional Chinese innovation and entrepreneurship culture in fostering an environment can form an innovative and entrepreneurial atmosphere in poverty areas; the development of a rural ecological environment emerges as a strategy to enhance the ecological environment; further encouraging industrial operators' engagement, encouraging self-reliance and proactive development are crucial to empower industrial operators; Integrating digital economy characteristics, the rural industrial operators can optimise capital operation, drawing investments to stimulate the sustainable development of industries. This insights contribute substantively to the ongoing discourse on rural revitalisation, offering pragmatic solutions geared towards sustainable development within impoverished regions in Chongqing and beyond,

Keywords: Rural revitalisation; Motivation of sustainable development of industries; Sustainable development of rural industries