Abstract This study explores how personal factors—normative beliefs, personal norms, ascription of responsibility, and altruistic values—influence Sustainable Entrepreneurial Intentions (SEI). It examines the mediating roles of Attitudes Toward Sustainability (ATS) and Education for Sustainable Entrepreneurship (ESE), and the moderating role of job dissatisfaction. Using a model grounded in the VBN theory and informed by insights from TPB, SCT, and EEM, data from 163 Lebanese participants were analyzed using PLS-SEM. Results show that normative beliefs, ascription of responsibility, personal norms, and altruistic values significantly influence SEI. Education for sustainable entrepreneurship and attitudes toward sustainability serve as partial or full mediators, while job dissatisfaction moderates the effects of normative beliefs and personal norms. Notably, altruistic values had the strongest positive association with SEI, and attitudes toward sustainability fully mediated their effect. The findings highlight the importance of sustainability education and workplace conditions in shaping entrepreneurial motivations.
Mawad et al. (2026) studied this question.