Purpose
The present research study aims to investigate the link between the core constructs of the theory of planned behaviour (TPB) and social cognitive theory that frames university students’ green entrepreneurial intention towards embarking on green sustainable business.
Design/methodology/approach
By applying the quantitative and convenience sampling research method, this study obtained 443 survey samples from university students in the Bengaluru Rural district through online distributed questionnaires. Partial least squares–structural equation modelling was employed for the reliability and validity of constructs and structural hypothesis path testing.
Findings
This present research study found that green entrepreneurial education, green motivation, green mindfulness, and green entrepreneurial alertness substantially impact green entrepreneurial self-efficacy; hence, green entrepreneurial self-identity, social network support, and institutional support have an insignificant impact on green entrepreneurial self-efficacy. Furthermore, green entrepreneurial self-efficacy substantially impacts green entrepreneurial intention and attitudes towards green entrepreneurship. Age and gender control variables are insignificant in predicting the green entrepreneurial intention.
Originality/value
This was the first to investigate the Indian developing country university students' green entrepreneurial intention towards embarking on a green entrepreneurial venture by employing the integrated model perspective of TPB and social cognitive theory with control variables and proposed green environmental awareness construct. This research study's findings contribute towards universities, social communities, governments, environmental protection bodies, and higher education boards' making environmental policies to promote a green environment and produce green products and services in the Indian green market.
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