The link between sustainable entrepreneurial attitude, intention, and behavior: moderating role of circular economy entrepreneurship

Purpose The transition from intention to behavior remains a challenging and complex process, particularly in the context of sustainability and the circular economy. This study aims to bridge the gap between sustainable entrepreneurial intention (SEI) and sustainable entrepreneurial behavior (SEB) by incorporating attitudes toward sustainable entrepreneurship (ATSE) as an antecedent, based on the theory of planned behavior (TPB). Additionally, the study examines the moderating role of circular economy entrepreneurship (CEE) in strengthening the SEI-SEB relationship. Design/methodology/approach The study employs a quantitative approach, collecting survey data from 782 university students in Vietnam. Structural equation modeling (SEM) using SmartPLS 3 is applied to test the proposed hypotheses. Findings The results indicate that ATSE positively influences SEI, SEI positively influences SEB, and ATSE also has a direct positive impact on SEB through SEI, suggesting that beyond SEI, ATSE serves as a strong predictor of SEB. The most notable contribution of this study is the moderating role of CEE in the SEI-SEB relationship, demonstrating that CEE helps bridge the gap between SEI and SEB. Students with a stronger orientation toward CEE are more likely to translate their entrepreneurial intentions into actual entrepreneurial behavior. Additionally, our study shows that sustainable entrepreneurial intention and behavior are influenced by certain demographic factors. Practical implications The findings provide valuable insights for educators, policymakers, and entrepreneurs, emphasizing the importance of fostering positive attitudes toward sustainable entrepreneurship and enhancing awareness of circular economy opportunities to facilitate entrepreneurial actions. Originality/value This study contributes to the existing literature by integrating ATSE and CEE into the SEI-SEB framework, offering a novel perspective on the factors influencing sustainable entrepreneurial behavior. The research highlights the need for targeted educational and policy interventions to promote sustainable business practices.