Effect on Attitude Towards Sustainable Entrepreneurship, Green Entrepreneurial Motivation and Ecological Awareness on Sustainable Entrepreneurial Intention

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.