Cultivating green pioneers: examining the antecedents of sustainable entrepreneurial intent in higher education

Purpose This study aims to explore the various factors influencing students’ intentions toward sustainable entrepreneurship by investigating the case of Albania. Specifically, among the intention antecedents, it explores the role of environmental awareness and green consumption commitment. Design/methodology/approach A conceptual model is created to integrate the theory of planned behavior with additional sustainability-oriented factors, providing a comprehensive examination of the factors influencing higher education students’ intentions to embark on sustainable entrepreneurial ventures. A questionnaire was designed and administered to a sample of 411 third-year bachelor students at the University of Tirana, Albania, during the 2023–2024 academic year. This study posits nine hypotheses and uses structural equation modeling to evaluate the direct and indirect effects of self-efficacy, environmental awareness, education, entrepreneurial knowledge and green consumption commitment on sustainable entrepreneurship intentions. Findings The findings confirm that self-efficacy, personal attitude and subjective norms directly impact students’ intentions to engage in sustainable entrepreneurial activities. In addition, the paper finds that environmental awareness influences commitment to green consumption and indirectly affects sustainable entrepreneurship intentions among students. Entrepreneurial education and knowledge have a significant indirect effect as well, highlighting the crucial role of higher education institutions in fostering an environment conducive to sustainable entrepreneurial initiatives through curriculum reorientation toward Sustainable Development Goals (SDGs) and promoting environmental stewardship. Originality/value This research enriches the sustainable entrepreneurship literature by shedding light on the antecedents of sustainable entrepreneurship intention among students, particularly in a developing country like Albania. It offers novel insights into the integral role of HEIs in nurturing future entrepreneurs equipped to tackle environmental challenges through innovative solutions. Furthermore, the study’s findings emphasize the importance of incorporating sustainability-focused values into educational frameworks, presenting a case for policy changes and curriculum development supporting sustainable development.