Sustainable entrepreneurship is considered a new concept to many people. Furthermore, not many studies have scrutinized the intention towards sustainable entrepreneurship. Thus, this study aimed at identifying factors which influenced the intention towards sustainable entrepreneurship among university students in Malaysia. The factors included green marketing factor, changing customer behavior and favorable market condition. The population was full-time bachelor’s degree students from a local public university. A total of 185 respondents were surveyed through self-administered questionnaires. Based on the results obtained from the multiple regressions analysis, it could be concluded that all the three factors (i.e.: green marketing factor, changing customer behavior and favorable market condition) significantly influenced intention towards sustainable entrepreneurship. This study contributed to both literature and practice. Literally, it provided new information about influential factors on intention towards sustainable entrepreneurship. Practically, it suggested that developing supportive policies and financing systems and encouraging greater use of sustainable products or services are substantial in sustainable entrepreneurship development. Some recommendations for future researchers have also been put forth in the study.
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In-Text Citation: (Koe, Alias, & Othman, 2019)
To Cite this Article: Koe, W.-L., Alias, N. E., & Othman, R. (2019). Factors Influencing the Intention towards Sustainable Entrepreneurship among University Students. International Journal of Academic Research in Business and Social Sciences, 9(9), 210–218.
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