South African Generation Y students’ intention towards ecopreneurship

Carmen Strydom,Costa Synodinos,Natanya Meyer

doi:10.4102/ac.v21i1.910

Abstract

Orientation: It has been argued that the solution to the deteriorating state of the natural environment should not simply be one of regulation but rather of innovation. As such, entrepreneurship or, more specifically, ecopreneurship has been identified as a possible solution.Research purpose: This study’s primary objective was to determine Generation Y students’ intention towards becoming ecopreneurs within the context of South Africa.Motivation of study: Research regarding ecopreneurship is still scarce within academic literature both globally and in South Africa. This study aims to address this research gap.Research design, approach and method: A quantitative research approach was followed using a descriptive, cross-sectional research design. A structured questionnaire was used to collect data from 522 students across three Higher Education Institutions in South Africa. The statistical analysis used to analyse the collected data included exploratory factor analysis, descriptive analysis, and correlation analysis.Main findings: This study’s findings indicate that university students belonging to the Generation Y cohort in South Africa display positive intentions towards becoming ecopreneurs. The students’ intentions were, however, lower than their reported knowledge and concern for the environment. All constructs used yielded positive results, albeit to varying degrees and a positive correlation between them were noted.Practical/managerial implications: Generation Y university students in South Africa display positive intentions towards becoming ecopreneurs. Thus, support to assist them in starting such ventures should be prioritised by incubation programmes and governments funding opportunities.Contribution/value-add: This study contributes to the existing literature on entrepreneurship, ecopreneurship, environmentalism and Generation Y students in the South African context.

Highlights

Environmental issues and risks have become an increasing threat to businesses, economies and the global society over the past decade (World Economic Forum 2018)
These requirements included any participant that had not completed a minimum of 90% of the questionnaire, did not pass the screening question or was not a Generation Y cohort member
The demographic information relates to the demographics of the larger South African population in that each of the 11 national languages of the country was represented in the study

Summary

Introduction

Environmental issues and risks have become an increasing threat to businesses, economies and the global society over the past decade (World Economic Forum 2018). Environmental activism efforts and corporate greening strategies implemented over recent years, there is still a great deal that needs to be done to reverse the existing environmental damage across the globe (Barbier & Hochard 2018). The business sector has been subject to increased pressure to become more environmentally responsible and sustainable. There has been an increase in the scientific evidence that directly links environmental issues to human activity (Wolfgramm 2016; World Economic Forum 2019). Ecopreneurs, referred to as environmental or green entrepreneurs, could play a pivotal role in driving the business sector towards more environmentally sustainable processes and practices (Affolderbach & Krueger 2016; Walton & Kirkwood 2013)

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Conclusion