I have a dream: Exploring green entrepreneurial intentions from a moderated mediation perspective

This study aimed to predict the green entrepreneurial intentions (GEI) of business management students in China. Using narrative transportation and regulatory focus theories, this study investigates the relationship between narrative transportation (NT) and GEI. It also examines the mediating role of identification with character (IDC) and the moderating role of regulatory focus. Using the PROCESS macro in SPSS , data were collected from 354 Chinese university students via a structured questionnaire. The results indicated that NT had significant direct and indirect effects on GEI through IDC. Promotion focus (but not prevention focus) enhanced the impact of NT on both IDC and GEI. The findings provide insights for academics and practitioners, supporting educational and sustainability goals by offering empirical evidence of the role of NT in shaping GEI. The research also underscores the importance of considering individual differences among university students. • Narrative transportation leads to green entrepreneurial intentions (GEI). • Identification with character (IDC) mediates the relationship between narrative transportation and GEI. • Promotion focus strengthens the impact of narrative transportation on both IDC and GEI.