Factor Affecting Determinants of the Theory of Reasoned Action on Green Entrepreneurship Intention

Abstract

Green entrepreneurship is attempting to play a vastly increased role in protecting the environment through sustainable development. This study's main objective is to construct a hypothesis model of green entrepreneurship intention with their three main determinants, "attitude, subjective norm and institutional support" of university graduates, based on the theory of reasoned action. In order to achieve this, a researcher used the structural equation model for the statistical measurement to study the theoretical model based on 513 students of universities from two selected universities in Pakistan. The statistical outcomes revealed that green entrepreneurial intention directly affects attitude, subjective norm and educational support by the educational institute. While Green awareness helps to strengthen the green entrepreneurial = the green entrepreneurial intention. More significantly, creative entrepreneurs with high institutional support, self-attitude and subjective norm are more likely to participate in green recognition. Consequently, this strategy endorses the intention of students towards green entrepreneurship. On the other hand, creative entrepreneurs with low green self-identity are more likely to get involved in green disengagement, which prevents green entrepreneurial intention. Finally, we explore the theoretical and practical consequences of our findings for entrepreneurial and green entrepreneurship practices.