Effect on Attitude Towards Sustainable Entrepreneurship, Green Entrepreneurial Motivation and Ecological Awareness on Sustainable Entrepreneurial Intention
About this article
Keywords:
Attitude Towards Sustainable Entrepreneurship; Green Entrepreneurial Motivation and Ecological Awareness on Sustainable Entrepreneurial Intention.Abstract
Sustainability is increasingly recognized as a vital aspect of entrepreneurship, drawing focus to the attitudinal and motivational factors that influence environmentally responsible business intentions. This study explores the impact of attitude towards sustainable entrepreneurship, green entrepreneurial motivation, and ecological awareness on the sustainable entrepreneurial intention of women entrepreneurs in Kodagu district. A quantitative approach was employed, using survey data collected from 458 participants through a structured questionnaire. The instrument consisted of three items measuring attitude towards sustainable entrepreneurship, four items on green entrepreneurial motivation, three items on ecological awareness, and seven items on sustainable entrepreneurial intention, all rated on a Likert-type scale. Data collection was based on convenience sampling, and statistical analysis was conducted using SPSS version 23. Reliability testing showed satisfactory internal consistency, with Cronbach’s alpha values above 0.70. Regression analysis revealed that both attitude and green entrepreneurial motivation exert significant positive effects on sustainable entrepreneurial intention, while ecological awareness did not demonstrate statistical significance. These outcomes highlight the stronger role of psychological and motivational elements compared to awareness alone in predicting sustainability-driven entrepreneurial behaviour, lending support to the Theory of Planned Behaviour. The study provides practical insights for policymakers, educators, and support institutions to enhance favourable attitudes and motivations among potential entrepreneurs.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.
Alwakid, W., Aparicio, S., & Urbano, D. (2021). Cultural antecedents of green entrepreneurial intention: The configurational role of sustainable en-trepreneurship ecosystems. Sustainability, 13(6), 3062.
Bacq, S., & Alt, E. (2018). Feeling capable and valued: A prosocial perspective on the link between empathy and social entrepreneurial intentions. Journal of Business Venturing, 33(3), 333–350. https://doi.org/10.1016/j.jbusvent.2018.01.004.
Chishty, S. K. (2025). The mediating roles of environmental values and risk propensity in linking theory of planned behavior and entrepreneurial self-efficacy to global sustainable ventures. Discover Sustainability, 6(1), 609. https://doi.org/10.1007/s43621-025-01501-5.
Dwivedi, A., & Weerawardena, J. (2023). Conceptualizing and operationalizing sustainability in entrepreneurship: A multi-level review and future re-search agenda. Journal of Business Research, 161, 113770.
View more references (21)
García-Villaverde, P. M., Elche, D., Martínez-Pastor, E., & Ruiz-Ortega, M. J. (2021). Entrepreneurial orientation and the new green entrepreneurial intention: The moderating role of institutional forces. Business Strategy and the Environment, 30(6), 2842–2858.
García-Villaverde, P. M., Elche, D., Martínez-Pastor, A., & Ruiz-Ortega, M. J. (2021). Determinants of sustainable entrepreneurial intentions: The role of cultural values and institutional support. Business Strategy and the Environment, 30(4), 1995–2010.
Giménez-Jiménez, D., & Harc, M. (2024). Students’ sustainable entrepreneurship intentions: The role of sustainable values and culture. Journal of Entrepreneurship, 33(1), 118–154. https://doi.org/10.1177/09713557241232246.
Goswami, S., Alagh, R., Adnan, M., & Pokhriyal, A. K. (2025). Building a sustainable future: The role of green innovation and the green premium in uplifting Indian SMEs. Environment, Development and Sustainability. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate data analysis (8th ed.). Cengage Learning.
Hall, J. K., Daneke, G. A., & Lenox, M. J. (2010). Sustainable development and entrepreneurship: Past contributions and future directions. Journal of Business Venturing, 25(5), 439–448. https://doi.org/10.1016/j.jbusvent.2010.01.002.
Khan, S. A., Shah, A., & Yasir, M. (2021). Factors affecting sustainable entrepreneurial intention: A perspective of developing economies. Sustainabil-ity, 13(8), 4386.
Krueger, N. F., Reilly, M. D., & Carsrud, A. L. (2020). Competing models of entrepreneurial intentions. Journal of Business Venturing Insights, 13, e00169.
Kuckertz, A., & Wagner, M. (2010). The influence of sustainability orientation on entrepreneurial intentions—Investigating the role of business expe-rience. Journal of Business Venturing, 25(5), 524–539. https://doi.org/10.1016/j.jbusvent.2009.09.001.
Kummitha, R. K. R. (2022). Sustainability-oriented entrepreneurship research: Taking stock and moving forward. Journal of Cleaner Production, 356, 131833.
Kummitha, R. K. R. (2022). Sustainable entrepreneurship and institutional context: Evidence from emerging economies. Journal of Cleaner Produc-tion, 338, 130505.
Muralidharan, E., & Pathak, S. (2018). Sustainability, transformational leadership, and social entrepreneurship. Sustainability, 10(2), 567. https://doi.org/10.3390/su10020567.
Patel, R., & Mehta, K. (2024). Navigating the landscape of sustainable entrepreneurship research. Discover Sustainability, 4, 293.
Popescu, C. R. G., & Popescu, G. N. (2022). Determinants of sustainable entrepreneurial intentions among university students: The role of environ-mental awareness and education. Sustainability, 14(3), 1362.
Popescu, C. R. G., & Popescu, G. N. (2022). Sustainability education and entrepreneurial intention: The mediating role of attitudes and motivation. Sustainability, 14(6), 3456.
Schaltegger, S., & Wagner, M. (2011). Sustainable entrepreneurship and sustainability innovation: Categories and interactions. Business Strategy and the Environment, 20(4), 222–237. https://doi.org/10.1002/bse.682.
Sharma, S., & Gupta, N. (2020). Examining ecological consciousness and green purchase intentions. Journal of Cleaner Production, 271, 122645.
Sharma, P., & Gupta, S. (2020). Environmental awareness and pro-environmental behavior: The mediating role of attitude and intention. Journal of Environmental Psychology, 68, 101412.
Vuorio, A.-M., Puumalainen, K., & Fellnhofer, K. (2018). Drivers of entrepreneurial intentions in sustainable entrepreneurship. International Journal of Entrepreneurial Behavior & Research, 24(2), 359–381. https://doi.org/10.1108/IJEBR-03-2016-0097.
Wu, W., Chen, L., & He, J. (2022). Understanding sustainable entrepreneurial intention: The role of cognitive, contextual, and motivational factors. Journal of Cleaner Production, 368, 133192. https://doi.org/10.1016/j.jclepro.2022.133192.
Wu, J., Chen, X., & He, Q. (2022). Sustainable entrepreneurial intention: The role of attitude, motivation, and perceived behavioral control. Sustaina-bility, 14(9), 5284.
Zhang, B., Atienza-Barba, D., & Lechuga-Sancho, A. M. (2024). Greening ambitions: Exploring factors influencing university students’ intentions for sustainable entrepreneurship. International Entrepreneurship and Management Journal, 20(4), 2167–2197. https://doi.org/10.1007/s11365-024-00991-5.