Impact of Green Advertisement on Sustainable Entrepreneurial Intentions among Business and IT Graduates: Mediation Moderation Model in Pakistan

The core objective of this research is to spread light on the influence of green advertisement and green entrepreneurial self-efficacy on sustainable entrepreneurial intentions with the role of environmental commitment as mediator. Furthermore, the study investigated the influence of social norms as moderator in this framework. Evaluating measure in this research was developed recurrently through consultations concluded by field professionals. Data was collected from 517 participants by means of a questionnaire and PLS-SEM was applied for exploration. To attain a demonstrative sample and lessen selection bias, the study used a stratified sampling strategy. Present research’s findings offers detailed insights into the tested hypotheses. The outcomes show that green advertisement has a vigorous impact on sustainable entrepreneurial intentions highlighting its essential role in shaping sustainable entrepreneurial intentions. Green entrepreneurial self-efficacy has a constructive influence on sustainable entrepreneurial intentions. Moreover, environmental commitment mediates the association amongst green advertisement, green entrepreneurial self-efficacy and sustainable entrepreneurial intentions. Although social norms have direct influence on sustainable entrepreneurial intentions, it does not moderate the associations among green advertisement, green entrepreneurial self-efficacy, environmental commitment and sustainable entrepreneurial intentions. This research offers understandings into key factors influencing sustainable entrepreneurial intentions. The results can assist developers and policymakers in creating guidelines to lift green entrepreneurial intentions through the effective use of green advertising, ultimately benefiting society as a whole.