Linking behavioral beliefs to sustainable entrepreneurship: the role of environmental awareness

Purpose The purpose of this study is to examine the influence of behavioral beliefs (BB) and environmentally responsible behavior (ERB) on sustainable entrepreneurship (SE), with environmental awareness (EA) serving as a mediating factor. Design/methodology/approach The study integrates concepts from previous research to propose a new theoretical model, tested using Partial Least Squares Structural Equation Modeling. Data was collected through a structured questionnaire from individuals in the Kashmir region, with the sample focusing on understanding the interplay between BB, ERB and SE. Findings The results reveal that BB and ERB significantly influence SE. Furthermore, behavioral intention has a substantial impact on EA, which mediates ecologically responsible behavior. In the Kashmir region, SE is strongly associated with ERB, influenced by heightened EA and BB. Research limitations/implications The study is geographically limited to the Kashmir region, and its findings may not generalize to other regions or contexts. Future research should validate the model in diverse settings and explore longitudinal shifts in SE practices. Practical implications The findings provide actionable insights for policymakers and entrepreneurs, emphasizing the importance of fostering BB and EA to promote SE. Social implications The study highlights the role of EA and responsible behavior in driving sustainable entrepreneurial practices, contributing to ecological and socio-economic sustainability in the Kashmir region. Originality/value This study offers a novel theoretical model linking BB, EA and ERB to SE. It fills a gap in the literature by providing empirical evidence from the Kashmir region and offering a foundation for further research in sustainable entrepreneurial practices.