Determinants of sustainable entrepreneurial intention in Colombian and Peruvian University students: a theory of planned behaviour approach

The global economic recovery faces numerous challenges, including the pandemic’s aftermath, climate change, supply chain disruptions, and inflation. These issues highlight the urgent need for sustainability and innovation to ensure balanced ecological, social, and economic outcomes. Within this context, entrepreneurship plays a crucial role in driving economic and social development, fostering global well-being and growth. Despite the increasing interest in sustainable entrepreneurship, particularly among youth, limited research exists on the motivations and strategies to promote this practice, especially in emerging economies. This study adopts a quantitative and correlational approach to explore factors influencing sustainable entrepreneurial intention among university students in Colombia and Peru, sampled from the Metropolitan Technological Institute and the Señor de Sipán University. Using data from 602 surveys, the research examines the impact of attitudes, social norms, and rewards. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 to identify key factors. Results reveal significant positive effects of intrinsic and extrinsic rewards, perceived behavioral control, and social norms. Interestingly, a negative relationship emerged between environmental values and attitudes, suggesting the need for further cultural context studies. The findings offer insights for shaping educational strategies and policies to advance sustainable entrepreneurship.