Microenterprises in Malaysia confront barriers to the adoption of sustainable business practices. Despite increasing awareness, these businesses grapple with challenges rooted in limited resources, necessitating supportive mechanisms for effective integration. Recent closures of over 37,000 MSMEs, including 26,007 microenterprises, underscore their pivotal role, contributing almost 40% to GDP and employing a significant workforce portion. Challenges impeding their growth include restricted capital access, insufficient training, and inadequate institutional support. Despite these hurdles, there’s a growing acknowledgment of sustainable microenterprise development’s significance for economic growth, poverty reduction, and environmental protection. The primary research objective is to develop a theoretical framework. The study adopts Theory of Planned Behavior (TPB) integrated with Reinforcement Theory. TPB scrutinizes factors influencing behavior through attitude, subjective norms, and perceived behavioral control. These variables intertwine with Reinforcement Theory, encompassing reward and punishment, ensuring robust findings for sustaining MSMEs in the future. Anticipated contributions include aiding entrepreneurs in identifying risk factors for business sustainability and providing policymakers with information to shape policies based on findings. It will also contribute to the academic literature on sustainable practices in the microenterprise sector, with potential for publication in academic journals or conference proceedings.