ECO-DRIVEN INNOVATION AMONG GEN Z ENTREPRENEURS: THE ROLE OF SELF-EFFICACY, SOCIAL MEDIA, AND SUSTAINABILITY INTENTIONS

This study investigates the antecedents of Sustainable Entrepreneurial Intentions (SEI) and their impact on Sustainable Business Performance (SBP) among Generation Z (Gen Z) entrepreneurs in Indonesia. Drawing from Social Cognitive Theory, Value-Belief-Norm Theory, and Self-Determination Theory, the research integrates Environmental Awareness (EA), Innovative Mindset (IM), and Social Media Influence (SMI) as predictors of SEI, and examines the moderating role of Entrepreneurial Self-Efficacy (ESE) in the SEI–SBP relationship. A survey of 203 Gen Z entrepreneurs was analyzed using Structural Equation Modeling (SEM) via SmartPLS 3. Findings reveal that EA, IM, and SMI significantly enhance SEI, which in turn improves SBP. However, ESE negatively moderates the SEI–SBP link, suggesting that high self-efficacy may reduce reliance on intentional planning. The study offers practical insights for educators and policymakers to foster eco-entrepreneurship through sustainability education, innovation training, and digital engagement. Future research should explore cross-cultural differences and longitudinal dynamics, especially concerning the paradoxical role of ESE in entrepreneurial outcomes.