Environmental and sociological factors shape sustainable entrepreneurial intentions among Pakistani university students

In Pakistan, where unemployment and environmental degradation present major challenges, fostering sustainable entrepreneurial intentions among university students is crucial for promoting sustainable development. This study examines the key factors influencing students' intentions to launch environmentally focused startups, emphasizing the conservation of natural resources. By extending the theory of planned behavior to include environmental and sociological factors, this research provides deeper insights into sustainable entrepreneurial intentions. Data from 475 students across Pakistani higher education institutions, collected between May and September 2024, were analyzed using covariance-based structural equation modeling with AMOS. The results indicate that personal attitudes, perceived behavioral control, and subjective norms are significant predictors of sustainable entrepreneurial intentions. Environmental awareness and sustainability-focused education fosters positive attitudes and enhance perceived behavioral control, while family and social support strengthen subjective norms. This study enriches the theory of planned behavior by integrating environmental and social factors, particularly within the context of a developing economy. The findings offer practical recommendations for policymakers and educators to promote sustainability-oriented education and family involvement in supporting green ventures.