OIDA International Journal of Sustainable Development
Open-access peer-reviewed journal
https://doi.org/10.64211/oidaijsd190804
Entrepreneurial Intention Towards Sustainable Business
K. Subha 1, Shivika 2, Aman Behra 3, Akansha Arora 4
1,2,3,4 Xavier Institute of Management & Entrepreneurship, Bangalore, Karnataka, India.
Volume 19, Issue 08, Pg. 69-84, 2026.
Abstract: Purpose: Sustainable entrepreneurship intention is the entrepreneur’s intention to engage in sustainable practices, develop and build new businesses that create economic, social, and environmental value. The purpose of this research is to understand the impact of various factors like attitude, social support, locus of control, and self-efficacy on sustainable entrepreneurial intention. It also assessed the moderating effect of AI self-efficacy on sustainable entrepreneurial intention.
Methodology: The researchers used descriptive, cross-sectional research design. A pilot study was conducted to validate the survey instrument adapted from the existing literature. The participants in the study are Generation Z, a generation that is highly digitally literate and very appropriate for the study of sustainable entrepreneurial intentions in a technology-enabled context. Researchers adopted a convenient sampling technique to collect data. The questionnaire was sent to 670 samples through Google form and received 212 responses. After screening 212 responses, 206 were deemed valid after dropping 6 responses for inconsistent and non-response bias.
Findings: The analysis revealed that Gen Z with a positive attitude towards sustainability, who perceive social support to a greater extent, have an internal locus of control, and possess high self-efficacy are much more inclined to develop sustainable entrepreneurial intentions. However, AI self-efficacy did not significantly alter the relationships between attitude, social support, locus of control, self-efficacy, and sustainable entrepreneurial intention. This indicates that confidence in the use of AI tools does not strengthen or weaken the psychological drivers underlying sustainable entrepreneurial intentions.
Practical Implications: Programs aimed at promoting sustainable entrepreneurship should prioritize strengthening sustainability-oriented attitudes, enhance entrepreneurial self-efficacy, and cultivate internal control beliefs. Sustainable innovation depends not only on technological advancement but also on individual responsibility orientation and confidence and hence recommend the human capital development to focus on strengthening these psychological drivers.
Keywords: AI-Self Efficacy; Attitude; Generation Z; Locus of control; Sustainable Entrepreneurial Intention
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