Abstract
This study investigated the impact of the use of social networking sites on university graduate students’ green sustainable entrepreneurial intentions by developing a mediating effect. This study provided a research framework using Ajzen’s theory of planned behavior and Shapero’s model to illustrate the relationship between self-efficacy and risk propensity towards green and sustainable entrepreneurial intentions. This research model posited a relationship between the use of social networking sites and green and sustainable entrepreneurship intentions with a mediating role of risk propensity and self-efficacy. The structural questionnaire was adopted, validated, and disseminated to the 300 respondents of university students. This study’s findings confirmed that there was a significant positive effect of the use of social networking sites on green and sustainable entrepreneurship intentions with the indirect impact of risk propensity and self-efficacy. These substantial outcomes have essential practices and academic implications for representatives, policy makers, and entrepreneurial institutes, such as how to direct the use of such relative niche technologies for communication and the role of the internet to promote green and sustainable entrepreneurial practices among young people.
Highlights
Human buying patterns have improved because of rapid growth in the human population and the increased use of technology, which has, directly and indirectly, influenced the well-being of the inhabitants
The structured questionnaire consisted of three parts: the first part began with demographic characteristics of the sample, the second part with general items of evaluation use of social networking sites as an independent variable and green entrepreneurship as a dependent variable, and the third part emphasized related items of risk propensity and self-efficacy as mediating variables between the dependent and independent variable
There is an insignificant relationship between these two variables, confirming that use of social networking sites do not directly enhance university students’ interaction on green entrepreneurship intentions, but a significant effect was found with self-efficacy and risk propensity [57]
Summary
Human buying patterns have improved because of rapid growth in the human population and the increased use of technology, which has, directly and indirectly, influenced the well-being of the inhabitants. This intake has resulted in many possible forms of environmental damage, such as climate change, enhanced environmental emissions, and a reduction in flora and fauna [1]. Climate uncertainties have influenced the quality of services at the systemic and human levels throughout time. For these factors, consumers have become more and more apprehensive about their ecological priorities, investments, and perceptions.
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