Catalyzing green entrepreneurial behavior: the role of intentions and selective factors

Mishra, Manoj Kumar; Sharma, Nidhi; Kumar, Sunil; Shah, Mohd Asif Article Catalyzing green entrepreneurial behavior: the role of intentions and selective factors Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Mishra, Manoj Kumar; Sharma, Nidhi; Kumar, Sunil; Shah, Mohd Asif (2024) : Catalyzing green entrepreneurial behavior: the role of intentions and selective factors, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-16, https://doi.org/10.1080/23311975.2024.2337959 This Version is available at: https://hdl.handle.net/10419/326226 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Catalyzing green entrepreneurial behavior: the role of intentions and selective factors Manoj Kumar Mishra, Nidhi Sharma, Sunil Kumar & Mohd Asif Shah To cite this article: Manoj Kumar Mishra, Nidhi Sharma, Sunil Kumar & Mohd Asif Shah (2024) Catalyzing green entrepreneurial behavior: the role of intentions and selective factors, Cogent Business & Management, 11:1, 2337959, DOI: 10.1080/23311975.2024.2337959 To link to this article: https://doi.org/10.1080/23311975.2024.2337959 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 17 Apr 2024. Submit your article to this journal Article views: 1884 View related articles View Crossmark data Citing articles: 5 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 ManageMent | ReseaRch aRticle Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2337959 Catalyzing green entrepreneurial behavior: the role of intentions and selective factors Manoj Kumar Mishraa, nidhi sharmab, sunil Kumarc and Mohd asif shahd aschool of Management, oP Jindal university, Raigarh, india; bRukmini Devi institute of advanced studies, ggsiPu, Delhi, india; cgitaM school of Business, gitaM (Deemed to be university), Visakhapatnam, india; dDepartment of economics, Kabridahar university, Kabridahar, ethiopia ABSTRACT this study aims to validate a model on the green entrepreneurial intention (gei), attitude, subjective norms (sn), perceived behavioral control (PBc) and green entrepreneurial behavior (geB) among students pursuing higher education in Delhi &ncR. this study also captures the mediating role of gei between attitude, sn, PBc and geB. about 327 samples were used for data analysis purposes using smart-Pls. the result of the study suggests that attitude, sn and PBc have a significant positive relationship with geB. Whereas, gei as a mediator has no effect between attitude and geB, while gei as a mediator has a significant effect between sn, PBc and geB. geB among young professionals has been found a changing paradigm in the area of entrepreneurial practices in india. it has a significant impact on the sustainability aspects of society as well as the organization. Millennials get ignited toward such orientation which improved global environmental dynamics. the result of the study provides a significant source to the policymakers to promote geBs among professionals. IMPACT STATEMENT the article on geB sheds light on the critical nexus between business and environmental sustainability. it explores how entrepreneurs, by integrating green practices into their ventures, not only drive economic growth but also mitigate environmental impact. this research is paramount in today’s landscape, where global issues like climate change necessitate innovative, eco-conscious solutions. By delving into the motivations, challenges and outcomes of green entrepreneurship, the article offers valuable insights for policymakers, business leaders and society at large. Understanding and promoting geB is crucial for fostering a more sustainable and responsible business environment. it’s an imperative step toward a future where economic prosperity aligns harmoniously with environmental conservation, benefitting both present and future generations. 1. Introduction the environmental impact of natural disasters has increased interest in the concept of ‘going green’ in contemporary civilizations (allen & Malin, 2008). schumpeter’s concept of creative destruction, also known as the ‘green wave’ of gale, is gaining momentum and has impacted entrepreneurship and higher education institutions. Observers are recognizing a rise in green entrepreneurial activities among policymakers, practitioners and scholars, who emphasize the necessity of entrepreneurial endeavors for economic growth in environmental sustainability (abdur Rouf, 2012; ahmad et al., 2013; grinevich et al., 2017). academics worldwide have focused on environmental protection in business and non-business activities, with green entrepreneurship being recognized as a solution to social and environmental challenges (Demirel et al., 2019; Jamison, 2001; Purvis et al., 2019). © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Mohd asif shah [email protected].et Department of economics, Kabridahar university, Kabridahar, ethiopia additional affiliation of Mohd asif shah: Department of economics, Kardan university, Parwan e Du, Kabul, 1001, afghanistan. https://doi.org/10.1080/23311975.2024.2337959 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY Received 21 March 2023 Revised 19 March 2024 accepted 20 March 2024 SUBJECTS environmental economics; economics; Business, Management and accounting KEYWORDS green entrepreneurial intention (gei); attitude; subjective norms (sn); perceived behavioral control (PBc); green entrepreneurial behavior (geB); higher education; india REVIEWING EDITOR ala Dandis, applied science University, Jordan 2 M. K. MishRa etal. green entrepreneurship is an effective option for addressing company sustainability and environmental protection through entrepreneurial activity. companies cannot single-handedly implement such changes just to promote the green economy (isaak, 2016). higher education institutions should engage in research and managerial activities, with teachers and students contributing theoretical support through major research, as Farinelli et al. (2011) and Bovill (2020) suggested. significant research has been conducted on entrepreneurial intention (e.i.) among higher technical education students and associated fields such as sustainable entrepreneurship, social entrepreneurship and eco entrepreneurship (huq etal., 2017; Katz, 2003; Kuratko, 2005). Furthermore, the goal of higher education students to engage in green entrepreneurship is still developing. Past research has explored emotional intelligence (e.i.) and supported factors and theories such as the theory of planned behavior (tPB) and entrepreneurial intention (e.i.) (Ozaralli & Rivenburgh, 2016; saleh & athari, 2023; tong etal., 2011). encouraging entrepreneurship is widely agreed upon as essential for stimulating economic growth and creating jobs, as emphasized in recent research by entrialgo and iglesias (2016), Mcclelland (2019) and trapp and Kanbach (2021). entrepreneurship education is crucial for enhancing individuals’ entrepreneurial mindsets (liñán et al., 2011; Rauch & hulsink, 2015). education is a powerful method for introducing ideas into society (collins & halverson, 2018; Dewey, 2013). educational initiatives should be implemented to develop the green entrepreneurial attitude of emerging entrepreneurs (cui et al., 2021; Jabeen etal., 2017). For the sustainable economic development of any country, it is always highly promising to increase the bunch of young minds with entrepreneurial potential. the sustainable development of any green economy will depend on the supply of potential entrepreneurs. however, there is no consensus on the factors influencing an individual’s decision to establish a business (al-azab Zaki, 2023; goleman, 2017). as a result, it is necessary to determine which factors influence a person’s decision to establish a business. this would make it possible to create more effective educational initiatives. the study aims to examine how attitude, subjective norms (sn) and perceived behavioral control (PBc) influence the intention of students to engage in green entrepreneurship, hence shaping their behavior in this field. the following objectives give rise to these research inquiries. RQ1: how do attitude, sns and PBc impact green entrepreneurial intention (gei)? RQ2: What is the role of gei in adopting green entrepreneurial behavior (geB) among higher education students? 2.Theoretical underpinning and hypothesis construction this study utilizes the tPB to assess how contextual circumstances and gei influence green entrepreneurship behavior. Fishbein and ajzen (1977) suggested that the tPB elucidates the elements influencing individuals’ choices. the theory of planned conduct was utilized to explain the connection in the present investigation. this concept expands the theory of reasoned action (tRa), which has been beneficial in comprehending individuals’ inclination toward engaging in green entrepreneurial activities. the hypothesis posits that individuals’ attitudes influence their actions. Universities contribute significantly to society through research and education, cultivating highly skilled individuals and driving innovative progress in diverse fields of study (carayannis etal., 2022; Rahman & Khan, 2023). Business businesses are crucial in introducing new concepts and turning them into successful and long-lasting products. these three industries collaborate well, creating a strong driving force for ecologically sustainable innovation. similarly, intentions are a powerful indicator of conduct. a nation’s legislation and policies concerning green entrepreneurship should promote the self-efficacy required to initiate entrepreneurial endeavors. it is crucial to determine the authenticity of this link pertaining to green entrepreneurial conduct. india, a growing nation, has significant potential to influence individuals toward green purchasing habits, which significantly contributes to environmental sustainability. Research green behavior in the indian context and analyze it from the younger generation’s perspective. this study provides valuable information on the topic. We analyzed green purchasing behavior through the notion of planned behavior. india is the world’s second most populous country and must instill these ideals in the younger generation. this study aimed to comprehend individuals’ intentions and attitudes, which are essential for green purchase cOgent BUsiness & ManageMent 3 behavior. this study utilized the idea of planned behavior to examine the connection between the studied variable and green entrepreneurship. 2.1. Attitude, subjective norms and green entrepreneurial intention entrepreneurship is a business unit that has started new and has the potential to provide social and economic value to society. lumpkin and Dess (1996) define ‘entrepreneurship as an act of pursuing new ways of doing things in a real context, or more concretely, the essential act of entrepreneurship is new entry’. ‘starting up a new venture has often been correlated with having a positive attitude, intention, and disposition towards it, particularly in the case of the opportunity entrepreneurs’ (ismail, 2015, p.53). even an abstract idea becomes reality and capitalizes on the available resources to meet our business objectives. in the study by spears and singh (2004) it is evident that attitude is related to consumer purchase intention. the purchase intention of an individual is significantly associated with their attitudes. in a study, it was highlighted that the intentions of sportspeople are mediated by their attitude. the study highlighted a positive link with intention (cho et al., 2019). Various other studies highlight that people’s behavior is affected by their attitudes (elhaffar et al., 2020; Jena, 2020; Mahfud et al., 2020). it is essential to understand that respondents’ attitudes are significantly associated with geis. sns are an essential construct that influences the individual’s intentions. it is the opinion of people in your family and friend circle and what you perceive. the study defines sns as their perception, which is influenced by close groups. it influences people’s perception concerning any products and services at all stages. Previous studies have also suggested that people’s intention is determined by subjective influence (grimes & Marquardson, 2019; Ruslim et al., 2022; santos & liguori, 2019; Winter et al., 2021; Zhuang etal., 2021). therefore, it can be said that attitude and sns are associated with intention. the alternative hypotheses are: H1: Attitude has a positive and significant effect on GEI. H2: SN has a positive and significant effect on GEI. 2.2. Perceived behavioral control, green entrepreneurial intention and green entrepreneurial behavior PBc is defined as ‘the perception of the difficulty of enacting a behavior’. here the tPB can account for it more accurately than tRa. ajzen (2002) argued that ‘perceived behavioral control is comprised of two highly related (and correlated) variables: perceived self-efficacy (one’s belief about their ability) and perceived controllability (the belief that one’s behavior is volitional; ajzen, 2002)’. they considered these two variables as one can directly predict the behavior and indirectly predict behavior through intention. Previous studies have found that PBc is significantly associated with intention and behavior (Barba-sánchez etal., 2022; Pradeep etal., 2021; sembada & Koay, 2021; sultan etal., 2020). therefore, it can be concluded that PBc significantly affects gei and geB. the alternate hypothesis of the same are: H3: PBC has a positive and significant effect on GEI. H4: PBC has a positive and significant effect on GEB. H5: GEI has a positive and significant effect on behavior. 2.3. Green entrepreneurial intention as a mediator gei can be defined as ‘a circumstance or state of mind in which a person becomes interested in, pays attention to, and decides to take a specific activity’ (Meoli et al., 2020, p. 32; santos & liguori, 2019, p. 4 M. K. MishRa etal. 26). according to the tPB theory, the intention to act involves a variety of driving variables that directly influence behavior (Fishbein & ajzen, 1975). the step of intention precedes behavior. Many previous studies show that intention toward entrepreneurial activities positively influences the materialization of entrepreneurship (alvarez-Risco, Mlodzianowska, garcía-ibarra, etal., 2021; alvarez-Risco, Mlodzianowska, Zamora-Ramos, et al., 2021; Meoli et al., 2020; neneh, 2019; Rauch & hulsink, 2015; Yasir et al., 2023). this study considers the gei as a mediator between the theory of planned behavior (attitude, sn and PBc) and geB in the Undergraduate and post-graduate level students. so the alternative hypothesis is H6: GEI mediates the relationship between PBC and behavior. H7: GEI mediates the relationship between attitudes and behavior. H8: GEI mediates the relationship between SN and behavior. 3. Research method it is evident from Figure 1 that there is an association between various variables selected for this study and the direction of their relationship among the mentioned variables. this study used five variables: attitude, sns, PBc, gei and geB. the research was conducted with various objectives to determine the relationship between attitude and gei, sns and gei, PBc and geis and PBc and geB. a relationship between gei and geB is found. the final mediating role of gei is found between PBc, sns and geB. a structured questionnaire was adapted for this study. the questionnaire comprises 27 items. there are four statements in attitude; sns constitute five statements. PBc includes seven statements. geis comprise five statements, and lastly, geB shall consist of six statements. the reliability of variables was tested using these items and found that variables fulfill the reliability criteria (i.e. alpha = 0.811). confirmatory factor analysis was done using the sMaRt Pls software version and found that variables satisfy the criteria of path analysis. the hypothesized model in the study was also tested using sMaRt Pls software. the study sample was collected from pass-out students from MBa programs from various higher educational institutes affiliated with ggsiP University, Delhi. Pass-out students were sent the questionnaire online as a google form. they were targeted, keeping in mind that their approach toward green entrepreneurship can be assessed appropriately. students who completed MBa programs have been selected for this study only. the sample for this study includes both male and female students of different age groups. Data was collected from higher educational institutions through google form (online). Questionnaires were sent to more than 2000 students separately. a total of 722 responses were received, of which only 327 responses were found suitable for this study. the response rate was only 36.1%, but finally, it was 16% only. the Figure 1. Hypothesized model (Source: based on LR). cOgent BUsiness & ManageMent 5 researcher has calculated the mediating effect of gei using sMaRt Pls. a likert five-point scale was used for data collection: ‘1 = strongly disagree, and 5= strongly agree’. 3.1. Questionnaire design and pre-testing the question begins with asking general questions pertaining to the respondents’ demographic details, as suggested by Dillman etal. (2009). Further, the questionnaire includes four statements related to the attitude of the students adapted from chen (2009), five statements based on sns of the consumer adapted from shin et al. (2018), seven statements pertaining to PBc adapted from Kang et al. (2012), five statements of gei (adapted from Zeithaml et al. (1996)) and six statements associated with geB of the students (adapted from giampietri et al. (2018)). Once the scale was developed, its face validity was confirmed and verified by a panel of four experts from the entrepreneurial domain of research. Pilot testing of a gei Questionnaire on higher education students is a crucial step in the research process to validate the questionnaire’s effectiveness and appropriateness for the target population. Pilot testing helps ensure that the gei Questionnaire is a robust instrument, enhancing the quality and validity of the data collected from higher education students in your research. the authors did the pilot testing using 100 samples to test the reliability and validity of the data. 3.2. Response rate Previous studies have suggested that a sample of two hundred is enough for applying the structural equation model approach (hoelter, 1983). however, Whittaker et al. (2007) have justified the use of a sample size of a hundred respondents for running structural equation modeling (seM). Further, it is recommended that running seM can be applied when the sample size should be at least reach the number of samples we get from multiplying five by the total statements present in the scale (Bentler & chou, 1987). however, it is desirable to have a big data set to avoid any possibility of sampling error (Randall & gibson, 1990). therefore, this study was done using a 36.1% response rate, and the sample size was used for applying running seM analysis, which is sufficient to avoid biases and sampling error. 4. Data analysis this study has used Pls-seM to confirm the validity and reliability of the scale for each construct and verify the relationships between variables proposed in the model. Pls-seM is considered appropriate and provides robust results for analyzing and confirming the causal relationship between the variables proposed based on a review of previous research (Ma etal., 2018). Moreover, this Pls-seM approach can be applied to small to medium size sample size and does not consider normality of data as one of its basic assumptions, which was an issue under the cB-seM approach. another reason supporting Pls-seM use is that this method can work on both reflective and formative scales (Rodríguez-entrena & salazar-Ordóñez, 2013). all the factors mentioned above justify Pls-seM use in this study. 4.1. Results table 1 comprises the data of the demographic characteristics of the respondents. it is evident from the above table that the gender of the respondents has been categorized into male and female, which comprises of 60% and 40%, respectively. the age of the respondents has been characterized into three categories. the categories are; 17–22, 23–28 and more than 28 years of age. these age categories are 4%, 88% and 8%, respectively. Respondents are categorized into three categories of job experience: less than 5 years, 5–10 years, more than 10 years. the percentages of these categories are 75, 20 and 5, respectively. the educational details of the respondents are categorized into three categories Post graduate (P.g.), P.g. + certification and pursuing higher education. the percentages of these categories are 70%, 22% and 8%, respectively. 6 M. K. MishRa etal. 4.2. Assessment of the measurement model the robustness of the measurement model can be verified from the values of the factor loading, cronbach’s alpha (c.a.) and rho-a. Further, the validity and reliability of the measurement model can be confirmed through composite reliability (c.R.) and convergent and Discriminant validity of the constructs. table 1 ensures the adequacy of the factor loading, which is above 0.7 for each statement (Fornell & larcker, 1981; hair et al., 2014). the details of all the measurement scale is given in annexsure-1. 4.3. Factor loading 4.4. Internal consistency reliability table 3 confirms the presence of adequate internal consistency for each construct through the values of c.a. and rho-a. here, all the values are above 0.70, which is sufficient to establish internal consistency. Further, the construct’s reliability is found to be satisfactory as all the values of c.R. for each construct Table 1. Demographic profile of respondents (sample size 327). Category group Frequency Percentage gender Male 195 60 Female 132 40 age of Respondents 17–22 16 4 23–28 287 88 >28 24 8 Year of experience Less than 5years 244 75 5–10years 65 20 More than 10years 18 5 education Pg 229 70 Pg + Certification 70 22 Pursuing Higher education 28 8 Source: Research output. Table 2. Factor loading. statements attitude green entrepreneurial behavior green entrepreneurial intention Perceived behavioral control subjective norms at1 0.868 – – – – at2 0.701 – – – – at3 0.855 – – – – at4 0.84 – – – – geB1 – 0.793 – – – geB2 – 0.76 – – – geB3 – 0.742 – – – geB4 – 0.713 – – – geB5 – 0.764 – – – geB6 – 0.71 – – – gei1 – – 0.771 – – gei2 – – 0.777 – – gei3 – – 0.762 – – gei4 – – 0.736 – – gei5 – – 0.786 – – PBC1 – – – 0.726 – PBC2 – – – 0.773 – PBC3 – – – 0.857 – PBC4 – – – 0.826 – PBC5 – – – 0.83 – PBC6 – – – 0.763 – PBC7 – – – 0.725 – sn1 – – – – 0.748 sn2 – – – – 0.813 sn3 – – – – 0.806 sn4 – – – – 0.857 sn5 – – – – 0.883 Source: Research output. cOgent BUsiness & ManageMent 7 are above 0.60 (hair et al., 2014). in addition to this, Fornell and larcker (1981) suggested the use of rho-a as additional criteria to confirm the reliability. the results of the rho-a test are satisfactory as all the values are above 0.6. all the values mentioned above lead to the confirmation of the internal consistency and reliability of the constructs. 4.5. Convergent and discriminant validity this can be found in table 3 that all the aVe values are more than 0.5, which is a necessary condition to establish convergent validity. Moreover, the value of aVe for each construct is more than the corresponding values of MsV (gaskin & lim, 2016). in addition to this, it can be observed that the square root of the aVe is higher than the corresponding correlation value for other relationships. therefore, discriminant validity is also established. in addition to the above verification of the discriminant validity, another test named ‘heterotrait Monotrait Ratio (htMt)’ was conducted to verify discriminant validity. table 4 confirms that all the values of htMt are below 0.85, thus, reassuring the Discriminant (henseler etal., 2015). 4.6. Structural model fitness in Pls-seM, the fitness of the structural model was through standardized root mean square residual (sRMR) as a goodness of fit measure and the normed fit index (nFi) incremental fit measure. table 5 confirms the fitness of the model as the value of sPMR is below 0.08, and the value of nFi is above 0.9 (henseler et al., 2015). Table 3. Results of convergent and Discriminant validity tests. Cronbach’s alpha rho_a Composite Reliability average Variance extracted (aVe) attitude geB gei PBC sn attitude 0.89 0.895 0.89 0.67 0.819 – – – geB 0.884 0.885 0.884 0.559 0.379 0.748 – – – gei 0.877 0.877 0.877 0.588 0.374 0.682 0.767 – – PBC 0.919 0.921 0.919 0.62 0.431 0.625 0.504 0.787 – sn 0.913 0.915 0.913 0.677 0.415 0.271 0.303 0.269 0.823 aself-reported. Ca, Cronbach’s alpha; CR, composite reliability; aVe, average variance extracted (Source: Research output). Table 4. Heterotrait monotrait ratio (HtMt). HtMt attitude geB gei PBC sn attitude – – – – – geB 0.378 – – – – gei 0.373 0.681 – – – PBC 0.431 0.623 0.503 – – sn 0.415 0.27 0.302 0.27 – Source: Research output. Table 5. Model fit. saturated model estimated model soMe 0.031 0.031 Chi-square 792.498 794.067 nFi 0.923 0.923 Source: Research output. 14 M. K. MishRa etal. huq, a., huq, a., gilbert, D., & gilbert, D. 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Being an entrepreneur implies more advantages than disadvantages to me. 2. entrepreneurship would present more up than downsides. 3. a career as entrepreneur is (totally) attractive for me. 4. Being an entrepreneur would entail great satisfactions for me. Perceived behavioral control. Subjective norms (SN) (shin et al., 2018) 1. i have access to supporting information to be a green entrepreneur. 2. My closest family members think i should pursue a green entrepreneur career. 3. if i became a green entrepreneur, my close friends would appreciate it. 4. if i were to start my own business, my parents’ opinions would be important to me. 5. if i were to start my own business, my close friends’ opinions would be important to me. Perceived behavioral control (PBC) (Kang et al., 2012) 1. starting a firm and keeping it viable would be easy for me. 2. if i wanted to, i could easily pursue a career as entrepreneur. 3. if i tried to start a business, i would have a high chance of being successful. 4. i have skills and capabilities to succeed as an entrepreneur. 5. i am confident that i would succeed if i started my own firm. 6. i can control the creation process of a new firm. 7. the number of events outside my control which could prevent me from being an entrepreneur are very few. Green entrepreneurial intentions (Zeithaml et al., 1996) 1. i am ready to do anything to be a green entrepreneur. 2. My professional goal is to become a green entrepreneur. 3. i am determined to create a green firm in the future. 4. i was willing to do anything to become a green entrepreneur during my study at university. 5. i will act as a professional manager and get involved in the management of a social enterprise through promotion. Preparation during my study at university. Green entrepreneurial behaviors (GEBs) (giampietri et al., 2018) 1. Written a green business plan. 2. started green product/service development. 3. attempted to obtain external funding. 4. Purchased material, equipment or machinery for the green business. 5. Registered the green company.