Intentions to adopt ecopreneurship: moderating role of collectivism and altruism

There is a need to understand the importance of sustainability of economies by the students especially undergoing business education and look for avenues that provide support to sustainability, in which ecopreneurship is one. The current study examines the intentions to adopt ecopreneurship while extending the theory of planned behavior model by including the dual moderating role of collectivism and altruism while taking developing country context as a field of analysis. Data were collected from students of two universities located in a rural district and student participants of entrepreneurship training workshop. Results show that ecopreneurship is mainly driven by subjective norms and self-efficacy while attitude towards ecopreneurship become significant in presence of collectivism and altruism not otherwise. Similarly, the dual moderating role of collectivism and altruism has been identified by the significance of threeway interactions for attitude, subjective norms and self-efficacy with collectivism and altruism respectively.