IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i1p290-d1559259.html
   My bibliography  Save this article

Sustainable Entrepreneurial Intention Among University Students: Synergetic Moderation of Entrepreneurial Fear and Use of Artificial Intelligence in Teaching

Author

Listed:
  • Muzaffar Asad

    (Business School, Tecnológico de Monterrey, Monterrey 64700, Mexico)

  • Latefa Hamad Al Fryan

    (Department of Educational Technology, College of Education, Princess Nourah bint Abdulrahman University, P.O. Box 84428, Riyadh 11671, Saudi Arabia)

  • Mahasin Ibrahim Shomo

    (Department of Administrative Sciences, Applied College, Princess Nourah bint Abdulrahman University, Riyadh 11671, Saudi Arabia)

Abstract

Today, the world is facing two major issues: unemployment and environmental degradation. To promote employment, universities and higher educational institutions all over the world are boosting entrepreneurial intentions among students to overcome the challenge of unemployment. Moreover, in higher educational institutions in developed and developing countries, sustainability is being promoted. However, Pakistan is far behind in applying these concepts simultaneously. Hence, the objective of the study is to promote sustainable entrepreneurial intentions among the students. For the said purpose, considering the inconsistent findings in the literature where the theory of planned behavior is used to cater to entrepreneurial intentions, entrepreneurial fear and the use of artificial intelligence are added to the theory of planned behavior as a moderator with the support of protection motivation theory and experiential learning theory. The data have been collected from 384 students studying at higher educational institutions in Pakistan. The developed framework has been evaluated using SMART PLS3. The findings confirmed that personal attitude, perceived behavioral control, and perceived feasibility significantly influence sustainable entrepreneurial intentions. Moreover, the synergistic moderation of entrepreneurial fear, as well as the use of artificial intelligence in teaching, is significant. This study ends up with policy guidelines and limitations along with future directions.

Suggested Citation

  • Muzaffar Asad & Latefa Hamad Al Fryan & Mahasin Ibrahim Shomo, 2025. "Sustainable Entrepreneurial Intention Among University Students: Synergetic Moderation of Entrepreneurial Fear and Use of Artificial Intelligence in Teaching," Sustainability, MDPI, vol. 17(1), pages 1-21, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:1:p:290-:d:1559259
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/1/290/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/1/290/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Qin, Weiwei, 2024. "How to unleash frugal innovation through internet of things and artificial intelligence: Moderating role of entrepreneurial knowledge and future challenges," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    2. Nguyen, Phuong Ngoc-Duy & Nguyen, Huan Hong, 2024. "Unveiling the link between digital entrepreneurship education and intention among university students in an emerging economy," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    3. Andrew Adewale Alola & Tomiwa Sunday Adebayo, 2023. "Are green resource productivity and environmental technologies the face of environmental sustainability in the Nordic region?," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(2), pages 760-772, April.
    4. Kristaps Lesinskis & Inese Mavlutova & Aivars Spilbergs & Janis Hermanis, 2023. "Digital Transformation in Entrepreneurship Education: The Use of a Digital Tool KABADA and Entrepreneurial Intention of Generation Z," Sustainability, MDPI, vol. 15(13), pages 1-20, June.
    5. Nosheena Yasir & Muhammad Babar & Hafiz Shakir Mehmood & Ruyu Xie & Guanke Guo, 2023. "The Environmental Values Play a Role in the Development of Green Entrepreneurship to Achieve Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 15(8), pages 1-27, April.
    6. Gaofeng Yi, 2021. "From green entrepreneurial intentions to green entrepreneurial behaviors: the role of university entrepreneurial support and external institutional support," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 963-979, June.
    7. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    8. Mir Satar & Sager Alharthi & Muzaffar Asad & Amer Alenazy & Muhammad Uzair Asif, 2024. "The Moderating Role of Entrepreneurial Networking between Entrepreneurial Alertness and the Success of Entrepreneurial Firms," Sustainability, MDPI, vol. 16(11), pages 1-19, May.
    9. Mehdi Tajpour & Elahe Hosseini & Maliheh Mohammadi & Behrooz Bahman-Zangi, 2022. "The Effect of Knowledge Management on the Sustainability of Technology-Driven Businesses in Emerging Markets: The Mediating Role of Social Media," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    10. Wafa Alwakid & Sebastian Aparicio & David Urbano, 2021. "The Influence of Green Entrepreneurship on Sustainable Development in Saudi Arabia: The Role of Formal Institutions," IJERPH, MDPI, vol. 18(10), pages 1-23, May.
    11. Iftikhar Hussain & Mehrab Nazir & Saadia Bano Hashmi & Imrab Shaheen & Sabahat Akram & Muhammad Arfaq Waseem & Adeel Arshad, 2021. "Linking Green and Sustainable Entrepreneurial Intentions and Social Networking Sites; The Mediating Role of Self-Efficacy and Risk Propensity," Sustainability, MDPI, vol. 13(13), pages 1-13, June.
    12. Nosheena Yasir & Nasir Mahmood & Hafiz Shakir Mehmood & Osama Rashid & An Liren, 2021. "The Integrated Role of Personal Values and Theory of Planned Behavior to Form a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    13. Shehnaz Tehseen & Syed Arslan Haider, 2021. "Impact of Universities’ Partnerships on Students’ Sustainable Entrepreneurship Intentions: A Comparative Study," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    14. Chong Kyoon Lee & Griffin W. Cottle & Sharon A. Simmons & Johan Wiklund, 2021. "Fear not, want not: Untangling the effects of social cost of failure on high-growth entrepreneurship," Small Business Economics, Springer, vol. 57(1), pages 531-553, June.
    15. Huatao Peng & Bingbing Li & Chen Zhou & Bert M. Sadowski, 2021. "How Does the Appeal of Environmental Values Influence Sustainable Entrepreneurial Intention?," IJERPH, MDPI, vol. 18(3), pages 1-25, January.
    16. Nosheena Yasir & Nasir Mahmood & Hafiz Shakir Mehmood & Muhammad Babar & Muhammad Irfan & An Liren, 2021. "Impact of Environmental, Social Values and the Consideration of Future Consequences for the Development of a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 13(5), pages 1-20, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tancredi Pascucci & Giuseppina Maria Cardella & Brizeida Hernàndez-Sànchez & Jose Carlos Sànchez-Garcìa, 2022. "Environmental Sensitivity to Form a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    2. Renata Dana Nițu-Antonie & Emőke-Szidónia Feder & Vladimir Nițu-Antonie & Róbert-Károly György, 2023. "Predicting Sustainable Entrepreneurial Intentions among Romanian Students: A Mediated and Moderated Application of the Entrepreneurial Event Model," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    3. Jyoti Chahal & Hasnan Baber, 2024. "University or Personal Sustainability—What Shapes Sustainable Entrepreneurship Intentions of Students?," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 10(2), pages 266-289, July.
    4. Renata Dana Nițu-Antonie & Emőke-Szidónia Feder & Kristina Stamenovic & Adrian Brudan, 2022. "A Moderated Serial–Parallel Mediation Model of Sustainable Entrepreneurial Intention of Youth with Higher Education Studies in Romania," Sustainability, MDPI, vol. 14(20), pages 1-22, October.
    5. Nosheena Yasir & Muhammad Babar & Hafiz Shakir Mehmood & Ruyu Xie & Guanke Guo, 2023. "The Environmental Values Play a Role in the Development of Green Entrepreneurship to Achieve Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 15(8), pages 1-27, April.
    6. Anuli Njoku & Kamel Mouloudj & Ahmed Chemseddine Bouarar & Marian A. Evans & Dachel Martínez Asanza & Smail Mouloudj & Achouak Bouarar, 2024. "Intentions to Create Green Start-Ups for Collection of Unwanted Drugs: An Empirical Study," Sustainability, MDPI, vol. 16(7), pages 1-20, March.
    7. Nadia Abdelhamid Abdelmegeed Abdelwahed, 2022. "Developing Entrepreneurial Sustainability among Saudi Arabia’s University Students," Sustainability, MDPI, vol. 14(19), pages 1-22, September.
    8. Khaled Tekala & Sarvnaz Baradarani & Ahmad Alzubi & Ayşen Berberoğlu, 2024. "Green Entrepreneurship for Business Sustainability: Do Environmental Dynamism and Green Structural Capital Matter?," Sustainability, MDPI, vol. 16(13), pages 1-24, June.
    9. Muzaffar Asad, 2024. "Impact of Environmental Management on Sustainable Performance of Pakistani Entrepreneurial Firms: The Mediating Role of Green Product Innovation and the Moderating Effect of Transformational Leadershi," Sustainability, MDPI, vol. 16(24), pages 1-23, December.
    10. Tianning Zhang & Shamsheer ul Haq & Xiaodi Xu & Muhammad Nadeem, 2024. "Greening ambitions: exploring factors influencing university students' intentions for sustainable entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 20(4), pages 2863-2899, December.
    11. Mohammed Ali Bait Ali Sulaiman, 2025. "Green Product Innovation as a Mediator Between Green Market Orientation and Sustainable Performance of SMEs," Sustainability, MDPI, vol. 17(4), pages 1-17, February.
    12. Ingrid R. Epezagne Assamala & Wenyuan Li & Sheikh Farhan Ashraf & Nausheen Syed & He Di & Mehrab Nazir, 2022. "Mediation-Moderation Model: An Empirical Examination of Sustainable Women Entrepreneurial Performance towards Agricultural SMEs in Ivory Coast," Sustainability, MDPI, vol. 14(10), pages 1-21, May.
    13. Aleem Ahmad Qader & Jingwei Zhang & Sheikh Farhan Ashraf & Nausheen Syed & Khaoula Omhand & Mehrab Nazir, 2022. "Capabilities and Opportunities: Linking Knowledge Management Practices of Textile-Based SMEs on Sustainable Entrepreneurship and Organizational Performance in China," Sustainability, MDPI, vol. 14(4), pages 1-26, February.
    14. Yasemin Eroglu & Lubna Rashid, 2022. "The Impact of Perceived Support and Barriers on the Sustainable Orientation of Turkish Startups," Sustainability, MDPI, vol. 14(8), pages 1-14, April.
    15. Shuja Iqbal & Hongyun Tian & Shamim Akhtar & Hasnain Javed, 2025. "Effects of green entrepreneurship and digital transformation on eco-efficient e-commerce," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-25, December.
    16. Nosheena Yasir & Ruyu Xie & Junrui Zhang, 2022. "The Impact of Personal Values and Attitude toward Sustainable Entrepreneurship on Entrepreneurial Intention to Enhance Sustainable Development: Empirical Evidence from Pakistan," Sustainability, MDPI, vol. 14(11), pages 1-20, June.
    17. Mohamed Ali Shabeeb Ali & Mohammed Abdullah Ammer & Ibrahim A. Elshaer, 2023. "Born to Be Green: Antecedents of Green Entrepreneurship Intentions among Higher Education Students," Sustainability, MDPI, vol. 15(8), pages 1-20, April.
    18. Liu, Qian & Shao, Zhen & Fan, Weiguo, 2018. "The impact of users’ sense of belonging on social media habit formation: Empirical evidence from social networking and microblogging websites in China," International Journal of Information Management, Elsevier, vol. 43(C), pages 209-223.
    19. Ruijie Zhu & Guojing Zhao & Zehai Long & Yangjie Huang & Zhaoxin Huang, 2022. "Entrepreneurship or Employment? A Survey of College Students’ Sustainable Entrepreneurial Intentions," Sustainability, MDPI, vol. 14(9), pages 1-15, May.
    20. Nosheena Yasir & Nasir Mahmood & Hafiz Shakir Mehmood & Osama Rashid & An Liren, 2021. "The Integrated Role of Personal Values and Theory of Planned Behavior to Form a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 13(16), pages 1-21, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:1:p:290-:d:1559259. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.