The Mediating Role of Perceived Behavioral Control and Morality in the Relationship Between Environmental Concern and Green Entrepreneurial Intention

Abstract

Purpose: This study examines the effect of environmental concern on green entrepreneurial intention through two mediating variables: perceived behavioral control and moral obligation, based on the integration of the theory of planned behavior and the norm activation model.
Design/methodology/approach: Data were collected from a survey of 245 university students in Vietnam and analyzed using partial least squares structural equation modeling.
Findings: Environmental concern positively influences both perceived behavioral control and moral obligation; both factors significantly affect green entrepreneurial intention, with moral obligation showing a stronger impact. Mediation analysis reveals that environmental concern indirectly affects green entrepreneurial intention through both cognitive and moral pathways, with the moral route being dominant.
Originality/value: The study clarifies the dual mechanism linking environmental concern and green entrepreneurial intention through cognitive and moral dimensions. It also provides empirical evidence from Vietnam, enhancing the generalizability of the integrated model that combines behavioral and moral factors. Practical implications highlight the need to foster moral responsibility while simultaneously strengthening perceived behavioral control through education, training, and supportive policies. However, the study is limited by its convenience sampling and cross-sectional data.