Impact of personality traits anduniversity green entrepreneurialsupport on students’ greenentrepreneurial intentions:the moderating role ofenvironmental values

Abstract
Purpose – The earth needs to go green as it clarifies that humans should adopt a sustainable lifestyle that will
be friendly to the environment and society. The emerging stream of academic literature on “go green” adds a
new perspective to the deep-rooted conception of entrepreneurship. The objective of green entrepreneurship is
to follow the traditional concepts of entrepreneurship but also brings the additional potential for society and the
environment. The present paper is designed to study the impact of personality traits and university green
entrepreneurial support on green entrepreneurial intentions along with the moderating role of environmental
values.
Design/methodology/approach – The data are collected by using the survey method, and the five-point
Likert scale is used for this purpose. The statistical techniques applied to the dataset were confirmatory factor
analysis and partial least square structural equation modeling.
Findings – The results revealed that personality traits are positively and significantly associated with green
entrepreneurial intention, but risk-averse students depict insignificant results towards green entrepreneurial
intention. Also, university green entrepreneurial support results in positive green entrepreneurial intention.
Environmental values also strengthen the association.
Originality/value – Previously, researchers emphasized the entrepreneurial intentions for the sake of
improving the economy, decreasing unemployment and promoting small ventures, but none focused on the
green aspects of entrepreneurship. To date, we still lack knowledge regarding students’ green entrepreneurial
intentions and how personality traits and green support affect the intention. The focus of the present study is to
sustain nature and ecosystems through green entrepreneurship by providing directions and economic and
noneconomic gains for investors, entrepreneurs, students, universities and societies.
Keywords Green entrepreneurship, Environment, University green support, Higher education, Smart-PLS