From green entrepreneurial intention to green entrepreneurial orientation: The moderating role of university green entrepreneurial support

Abstract

The growing economy creates motivation for young entrepreneurs, but traditional production activities negatively affect the environment. Countries are moving towards 17 Sustainable Development Goals (SDGs), and green businesses will make an important contribution to economic development and social and environmental development. Since then, starting a green business has gradually become the trend of most young people, and increasingly plays an important role in protecting the ecological environment. Our team uses quantitative research techniques to identify and evaluate the effects of variables like attitude towards behavior, subjective norm, perceived behavior, entrepreneurial education, entrepreneurial capital, and environmental awareness on green entrepreneurial intention. The next step is to determine if the green entrepreneurial intention factor has an immediate effect on the green entrepreneurial orientation. Last but not least, we examine whether the university green entrepreneurial support has an impact on the correlation between the two elements of green entrepreneurial intention and orientation as a moderating variable. The research uses a survey sample of 359 Ho Chi Minh City-based people who are presently enrolled in classes and employed there and who have an interest in starting a green startup. The results reveal that the variables of attitude towards behavior, subjective norm, perceived behavior, entrepreneurial education, environmental awareness and green entrepreneurial intention have a statistically significant relationship with each other. At the same time, the connection between green entrepreneurship purpose and green entrepreneurship orientation is also amply demonstrated to positively influence one another. Last but not least, the university green entrepreneurial support is proven to have insignificantly positive effect on the relationship between green entrepreneurial intention and orientation. Therefore, we propose some recommendations to organizations that are interested in students' green startup orientation with the desire to help students get green startup orientation easier, especially support from universities through providing knowledge about green entrepreneurship, motivation and financial capital.