Work

Linking Environmental Commitment and Self-Efficacy to Green Entrepreneurship Behavior: The Mediating Role of Motivation and Intention in Gen Z

Year: 2026

Type: article

Abstract: Generation Z (Gen Z) exhibits distinctive characteristics compared with previous generations, including independence, creativity, technological proficiency, appreciation of diversity, and a preference for flexible and collaborative work structures. In Indonesia, entrepreneurship has become an increasingly attractive career option for Gen Z, making it relevant to examine their motivation and interest in green entrepreneurship. This study investigates the influence of commitment to the environment (CtE) and entrepreneurial self-efficacy (ESE) on green entrepreneurship behavior (GEB), with entrepreneurial motivation (EM) and green entrepreneurial intention (GEI) as mediating variables. Drawing on the Resource-Based View (RBV), Theory of Planned Behavior (TPB), and Social Cognitive Theory (SCT), this study employed a cross-sectional design using an online survey of 150 university students participating in business incubators across Java Island. The study was conducted over approximately seven months, from May to November 2025. Data were collected through purposive sampling and analyzed using partial least squares–structural equation modeling (PLS-SEM). The findings reveal that ESE and GEI significantly affect GEB, whereas CtE and EM do not. Furthermore, GEI significantly mediates the relationship between ESE and GEB, while EM does not demonstrate a mediating effect. These findings indicate that ESE is a strong predictor of GEI and that both ESE and GEI are key determinants of GEB. From a theoretical perspective, the findings reinforce the central assumption of TPB that intention, supported by perceived behavioral capability, is the most immediate predictor of behavior. They are also consistent with SCT, which emphasizes self-efficacy as a key mechanism in behavioral development, and with RBV, which highlights internal resources, such as individual capability, as critical determinants of performance. This study extends the theoretical integration of RBV, TPB, and SCT in the context of green entrepreneurship and offers practical insights for educators and policymakers seeking to strengthen Gen Z’s self-efficacy and intention toward sustainability-oriented entrepreneurial action.

Source: International Review of Management and Marketing

DOI: 10.32479/irmm.24854

Authors: Hunik Sri Runing Sawitri, Salamah Wahyuni, Asri Laksmi Riani, Suryandari Istiqomah, Ariyani Wahyu Wijayanti, Wimby Wandary

Institutions: Sebelas Maret University, Universitas Bangun Nusantara, Lambung Mangkurat University

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Climate action

Open Access status: gold

Estimated APC paid: $300