Belief to Action: The Role of Norms and Resource Perceptions in Green Entrepreneurship Intentions

This study investigates the psychological, cognitive, and contextual determinants of sustainable and green entrepreneurship intentions (SGEI) in the Lebanese context. Drawing on the Theory of Planned Behavior (TPB) and Entrepreneurial Event Model (EEM), the research explores how entrepreneurial attitudes, self-efficacy, perceived behavioral control, and sustainability values influence SGEI, both directly and through mediating and moderating variables. Using a quantitative approach, data were collected from 163 participants and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the direct effects of individual factors on SGEI are largely non-significant. However, key mediating effects—such as normative beliefs and personal norms—play a critical role in shaping intentions. Notably, perceived social pressure and resource availability moderate relationships in unexpected ways, while employment status significantly influences SGEI. The study offers theoretical insights and practical recommendations for entrepreneurship education, policymaking, and ecosystem development aimed at fostering sustainable ventures.