<p>Sustainable business practices (SBPs) are pivotal for achieving sustainable economic growth by balancing environmental, social, and economic dimensions. This study investigates the determinants of SBPs in Muslim-majority nations, focusing on Indonesia and Brunei Darussalam. Specifically, it examines the roles of awareness, Islamic moral values, and innovation in fostering sustainability across diverse industries. A quantitative research design was employed, utilizing a structured survey with 29 indicators distributed to 75 business owners and managers. Data were analyzed using an ordered logit model to explore the relationship between the determinants and business sustainability. The findings reveal that awareness significantly influences SBPs, with businesses that prioritize waste management and environmental preservation demonstrating higher sustainability outcomes. Islamic moral values also contribute positively by fostering ethical practices and stakeholder trust, although their impact is less pronounced without complementary innovation. Conversely, innovation, including green technologies and digitalization, showed limited significance due to barriers such as resource constraints and insufficient collaboration with universities and industry peers. This study highlights the importance of integrating awareness, ethical governance, and innovation to enhance SBPs in developing nations. It underscores the need for multi-stakeholder collaboration, targeted policies, and capacity-building initiatives to address gaps in innovation and external partnerships. The findings contribute to the broader discourse on sustainable development by providing actionable insights into the socio-cultural and economic contexts of Muslim-majority countries. Future research should explore sector-specific dynamics, advanced technologies, and longitudinal impacts to further elucidate pathways for achieving sustainable business growth.</p>