Generation Z’s Green Entrepreneurship Intentions: The Moderating Role Of Personality Traits

Abstract

Based on the theory of planned behavior, the study aims to discover the endogenous factors driving Generation Z’s intention to entrepreneur a green business in Hanoi and explore the moderating role of personality traits. The study uses a quantitative method through hierarchical analysis in MMR regression. The results from a sample of 310 Gen Z sample in Hanoi reveal that business passion, attitude toward entrepreneurship, perceived of the environment and green technology, self-expectations, perceived behavioral control, and subjective norms are key endogenous factors influencing green entrepreneurship intentions among Generation Z. Additionally, the findings highlight that personality traits play a crucial moderating role in strengthening the impact of these factors on green entrepreneurship intentions. The study provides a foundation for policymakers and entrepreneurship support organizations to develop appropriate programs, creating more opportunities in the field of green entrepreneurship.