Abstract
The field of entrepreneurship is considered essential for the economy, and many researchers around the world have studied it from diverse perspectives. The outcomes of this research are not yet consensual. Today, it is gaining attention and consensus due to the increasing pressure of sustainable development, so there is a need for academic research to examine this field by incorporating sustainability value creation practices and the efforts of current entrepreneurs towards said goal, especially in the case of the agricultural sector. Accordingly, this study aims to address the problem of what drives students to incorporate sustainable agriculture in their entrepreneurial ventures. Moreover, we aim to determine whether the value placed in the triple bottom line affects the intention to establish sustainable businesses. The study is based on five antecedents of the Theory of Planned Behavior (TBP) and was designed to explore the mechanism underlying the intention to promote sustainable entrepreneurship in agriculture. The primary objective was to collect and analyze the data using the partial least square structural equation model (PLS-SEM) to test the determinants. The results revealed that the indicators of a favorable sustainable attitude, supportive subjective norms, control behaviors, adequate opportunity recognitions, and encouraging the triple bottom line had strong influences on the intention of promoting sustainability in entrepreneurship. Besides, the attitudes, subjective norms, opportunity recognition, and sustainability values can also predict students’ significant positive intentions toward sustainable agriculture in entrepreneurship. The research findings contribute to the literature by providing an empirical basis for the formulation of policies to encourage students to start an agribusiness, thereby improving the effectiveness of entrepreneurship education development programs and bridging the gap between sustainable entrepreneurial intentions and actions. Therefore, the insight into the determinants of sustainable entrepreneurship can be an essential step toward designing a practical and durable policy mechanism for the implementation of the triple bottom line when developing entrepreneurial agriculture education programs.
Highlights
Agriculture is one of the largest sectors in the world, employing more than one billion people and accounting for 3% of the global GDP [1]
The four determining factors are the substantive trends in sustainable entrepreneurship Sustainable values, sustainable beliefs, subjective norms, and administrative regulations are essential for intentions
The main aim of the study was to examine the drivers of sustainability-oriented attitudes and intention of individuals towards agricultural entrepreneurship with the primary aim to scrutinize the application of the theory of planned behavior (TPB) nexus with the triple bottom line (TBL) approach, influence the entrepreneurs’ intention towards agriculture entrepreneurship, and provide unique insights to plan a sustainable entrepreneurial environment in agriculture perspectives
Summary
Agriculture is one of the largest sectors in the world, employing more than one billion people and accounting for 3% of the global GDP [1] It has both a micro- and macro-level importance in the economy, mainstream entrepreneurship research has ignored the agricultural sector, while graduates of entrepreneurship programs in agriculture are seeking to apply their profession to other industrial domains. Companies have increasingly adapted to the shifting demands of consumer habits, enhanced environmental principles, new requirements for product quality, supply chain management, food safety, sustainability issues, and so on. These changes have paved the way for nascent entrants and entrepreneurs to modernize the portfolio of agricultural entrepreneurship skills and to develop, create, and sustain the response to the changing environments of farms, with an emphasis on doing better things, rather than forming new ideas for a sustainable future [2]
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