“Sustainable Entrepreneurship and Green Consumer Intentions: Evidence from Student Consumers”

Abstract

The research aimed at examining the role of Entrepreneurial Green Marketing (EGM) on Students’ intention of green product purchase, How Entrepreneurial green marketing affects students’ Attitude and Perceived behavioral which led to students’ green purchase intention was studied. Further Mediating role of Attitude (AT) and Perceived behavioral control (PBC) factors were also examined. Total 92 usable response from students aged between 18-24 years was  analyzed using PLS-SEM (Structural Equation Model), Theoretical model developed using variables Attitude and Perceived behavioral control from  Theory of Planned behavior given by (Ajzen , I.1991) and the new independent variable Entrepreneurial Green Marketing(EGM) included in the theoretical model to determine students’ green purchase intention. First reliability and validity of data were analyzed and the data were found reliable as the Cornbach’s alpha value are found more than threshold limit .07 in the next step  structural model were analyzed, analysis resulted that Entrepreneurial Green Marketing positively affect students’ attitude and perceived behavioral control, it was also found that students’ green attitude and perceived behavioral control play significant mediating role between Entrepreneurial Green Marketing and Students’ Green Purchase intention. This research opens the door for further research on this topic, taking more sample size in small cities as there is more need of awareness of such eco-friendly products.