Modelling green entrepreneurial intentions among European students: the role of environmental literacy, personal traits, and pro-environmental intentions

Although many obstacles in the way of a shift to environmentally conscious entrepreneurship still exist, sustainable development is now a global necessity. The current study examines the variables that are influencing university students’ aspirations to pursue green entrepreneurship. We used Structural Equation Modelling (SEM) to investigate how students’ entrepreneurial attitudes and intentions were influenced by pro-environmental intentions, environmental self-awareness, environmental literacy, and entrepreneurial traits. According to the findings, pro-environmental intentions are largely shaped by environmental literacy and knowledge, while entrepreneurial intention is primarily predicted by an entrepreneurial mindset. The findings emphasize how pro-environmental intentions and subjective norms mediate the relationship between environmental awareness and entrepreneurial intention. Furthermore, results based on gender show that there is a stronger correlation between entrepreneurial traits and intention in men. In addition to making recommendations for educators and policymakers, this study theoretically advances the field of entrepreneurship and environmental behaviour research.