Responsible consumption and production as 12th sustainable development goal: a commentary on Pakistani students green entrepreneurship orientation

Purpose Despite the discussion among scholars on green entrepreneurship and sustainable development, little is known regarding the role of responsible consumption and production implementation, which is the 12th goal among the sustainable development goals (SDGs) of the United Nations. Similarly, little is known about the role of country support for entrepreneurship between green entrepreneurship and sustainable development. The current study determined the role of green consumption commitment, green design, the green supply chain and green production in green entrepreneurship. This study aims to provide empirical findings for improving the implementation of responsible consumption and production to achieve its targets. Design/methodology/approach A sample of 311 students registered in business incubators was collected from 12 public sector Pakistani universities. Partial least squares–structural equation modeling (PLS-SEM) was applied via Smart PLS-4 to measure the relationships among the research variables. Findings Green consumption commitment, green design, the green supply chain and green production were found to significantly influence green entrepreneurship. Green entrepreneurship emerged as a significant predictor of sustainable development. Furthermore, country support for entrepreneurship has emerged as a significant moderator in the relationship between green entrepreneurship and sustainable development. Originality/value The contributions of the current research are novel in literature, as the 12th SDG was addressed.