Effect on Attitude Towards Sustainable Entrepreneurship, Green Entrepreneurial Motivation and Ecological Awareness on Sustainable Entrepreneurial Intention
Year: 2026
Type: article
Study design: Observational Study
Abstract: Sustainability is increasingly recognized as a vital aspect of entrepreneurship, drawing focus to the attitudinal and motivational factors that influence environmentally responsible business intentions. This study explores the impact of attitude towards sustainable entrepreneurship, green entrepreneurial motivation, and ecological awareness on the sustainable entrepreneurial intention of women entrepreneurs in Kodagu district. A quantitative approach was employed, using survey data collected from 458 participants through a structured questionnaire. The instrument consisted of three items measuring attitude towards sustainable entrepreneurship, four items on green entrepreneurial motivation, three items on ecological awareness, and seven items on sustainable entrepreneurial intention, all rated on a Likert-type scale. Data collection was based on convenience sampling, and statistical analysis was conducted using SPSS version 23. Reliability testing showed satisfactory internal consistency, with Cronbach’s alpha values above 0.70. Regression analysis revealed that both attitude and green entrepreneurial motivation exert significant positive effects on sustainable entrepreneurial intention, while ecological awareness did not demonstrate statistical significance. These outcomes highlight the stronger role of psychological and motivational elements compared to awareness alone in predicting sustainability-driven entrepreneurial behaviour, lending support to the Theory of Planned Behaviour. The study provides practical insights for policymakers, educators, and support institutions to enhance favourable attitudes and motivations among potential entrepreneurs.
DOI: 10.14419/6w10r096
Authors: Mrs. Muthamma B U, Dr. Ranjith Kumar .S
Institution: CMR University
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7130381796