Using the Stimulus-Organism-Response model to explain green entrepreneurial behavior among university students in Vietnam

Abstract

This study uses the Stimulus-Organism-Response (SOR) framework to clarify the mechanism by which external factors (university entrepreneurial support, external institutional support, and social support) influence students' entrepreneurship self-efficacy, green cognition, and financial support and explain students' green entrepreneurial intentions in the context of university students in developing countries like Vietnam.  The hypotheses in the proposed research model were tested using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with a convenience survey sample of 1,220 students. The results indicate that university entrepreneurial support (UES) positively impacts students' entrepreneurial self-efficacy (ESE) and green cognition (GC).  External institutional support (EIS) and social support (SS) positively influence financial support (FS).  Entrepreneurship self-efficacy (ESE), financial support (FS), and green cognition (GC) positively affect students' green entrepreneurial intentions (GEI), and environmental values positively moderate the relationship between green cognition (GC) and students' green entrepreneurial intentions (GEI). Additionally, the study offers practical insights for promoting sustainable entrepreneurship through the role of university education, community support, and the development of student ability. It also provides a multidimensional perspective on how individuals develop green entrepreneurial intentions—not only from a psychological standpoint but also in terms of outside resource mobilization and external environmental influences.