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Belief to action: the role of norms and resource perceptions in green entrepreneurship intentions

Year: 2025

Type: article

Abstract: This study investigates the psychological, cognitive, and contextual determinants of sustainable and green entrepreneurship intentions (SGEI) in the Lebanese context. Drawing on the Theory of Planned Behavior and Entrepreneurial Event Model, the research explores how entrepreneurial attitudes, self-efficacy, perceived behavioral control, and sustainability values influence SGEI, both directly and through mediating and moderating variables. Using a quantitative approach, data were collected from 163 participants and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that direct effects of individual factors on SGEI are largely non-significant. However, key mediating effects—such as normative beliefs and personal norms—play a critical role in shaping intentions. Notably, perceived social pressure and resource availability moderate relationships in unexpected ways, while employment status significantly influences SGEI. The study offers theoretical insights and practical recommendations for entrepreneurship education, policymaking, and ecosystem development aimed at fostering sustainable ventures.

Source: Discover Sustainability

DOI: 10.1007/s43621-025-02109-5

Authors: Sibelle S. Freiha, Jeanne Laure J. Mawad

Institution: Holy Spirit University of Kaslik

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: gold

Estimated APC paid: $1,390