Effect on Attitude Towards Sustainable Entrepreneurship, Green ‎Entrepreneurial Motivation and Ecological Awareness on Sustainable Entrepreneurial Intention

  • Authors

    • Muthamma B U Research Scholar, CMR University, Bangalore, Karnataka ‎Professor, CMR University, Bangalore, Karnataka
    • Dr Ranjith Kumar S Research Scholar, CMR University, Bangalore, Karnataka ‎Professor, CMR University, Bangalore, Karnataka
    https://doi.org/10.14419/6w10r096

    Received date: January 12, 2026

    Accepted date: February 10, 2026

    Published date: February 17, 2026

  • 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

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. Khan, S. A., Shah, A., & Yasir, M. (2021). Factors affecting sustainable entrepreneurial intention: A perspective of developing economies. Sustainabil-ity, 13(8), 4386.
    12. Krueger, N. F., Reilly, M. D., & Carsrud, A. L. (2020). Competing models of entrepreneurial intentions. Journal of Business Venturing Insights, 13, e00169.
    13. 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.
    14. Kummitha, R. K. R. (2022). Sustainability-oriented entrepreneurship research: Taking stock and moving forward. Journal of Cleaner Production, 356, 131833.
    15. Kummitha, R. K. R. (2022). Sustainable entrepreneurship and institutional context: Evidence from emerging economies. Journal of Cleaner Produc-tion, 338, 130505.
    16. Muralidharan, E., & Pathak, S. (2018). Sustainability, transformational leadership, and social entrepreneurship. Sustainability, 10(2), 567. https://doi.org/10.3390/su10020567.
    17. Patel, R., & Mehta, K. (2024). Navigating the landscape of sustainable entrepreneurship research. Discover Sustainability, 4, 293.
    18. 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.
    19. Popescu, C. R. G., & Popescu, G. N. (2022). Sustainability education and entrepreneurial intention: The mediating role of attitudes and motivation. Sustainability, 14(6), 3456.
    20. 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.
    21. Sharma, S., & Gupta, N. (2020). Examining ecological consciousness and green purchase intentions. Journal of Cleaner Production, 271, 122645.
    22. Sharma, P., & Gupta, S. (2020). Environmental awareness and pro-environmental behavior: The mediating role of attitude and intention. Journal of Environmental Psychology, 68, 101412.
    23. 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.
    24. 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.
    25. Wu, J., Chen, X., & He, Q. (2022). Sustainable entrepreneurial intention: The role of attitude, motivation, and perceived behavioral control. Sustaina-bility, 14(9), 5284.
    26. 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.

  • Downloads

  • How to Cite

    B U, M., & S, D. R. K. (2026). Effect on Attitude Towards Sustainable Entrepreneurship, Green ‎Entrepreneurial Motivation and Ecological Awareness on Sustainable Entrepreneurial Intention. International Journal of Accounting and Economics Studies, 13(2), 203-207. https://doi.org/10.14419/6w10r096