Multiple pathways linking commitment to the environment and green entrepreneurship behavior: the mediating and moderating analysis

This quantitative study investigates the effects of commitment to the environment on green entrepreneurship behavior by integrating three theories (VBN Theory, Flow Theory, and RBV Theory). Although much research has been conducted on the antecedents of green entrepreneurship behavior, most studies use a single theoretical approach with an emphasis on internal or external factors, and less research has been conducted to integrate several theories using internal and external factors comprehensively. Based on cross-sectional data, this research collected data from SME leaders who had joint training coordinated by the government and created green businesses. The hypotheses were tested using SEM-PLS with 142 respondents. The main results of this study revealed that commitment to the environment and motivation had a positive effect on green entrepreneurship behavior. Entrepreneurship education, training programs, and sustainability values had a significant positive effect on commitment to the environment. Entrepreneurship ecosystem support did not have a significant effect on green entrepreneurship behavior nor did trust moderate this effect. The mediating variables (entrepreneurship ecosystem support and entrepreneurship motivation) in the relationship between commitment to the environment and green entrepreneurship behavior also had insignificant results. This research can help ecosystems, policymakers, and educational institutions formulate sustainable programs to encourage green business in the future. This study only identified entrepreneurship ecosystem support as a resource, while other resources identified in RBV theory were not included in this study. In addition, it applied a cross-sectional approach; therefore, the results of this study cannot be generalized as a whole.