The Integrated Role of Personal Values and Theory of Planned Behavior to Form a Sustainable Entrepreneurial Intention

Intentions have been described as a key driver of sustainable entrepreneurial opportunity recognition and eventually activity. As result this study, interest may increase in entrepreneurship intentions across numerous levels styles, specifically from the point view sustainability. However, research to date has not able completely determine how intrinsic complications instantaneously producing social, environmental, economic means will an impact on university students. This study sought inspect self-transcending self-enhancing value advent intentions. The theory planned behavior is adaptive that quantitatively analyzed using structural equation model survey data 577 students Punjab, Pakistan. empirical findings show altruistic, biospheric, hedonic, egoistic values all indirect effect sustainability-driven intentions, which important understand when assessing attitudes toward perceived control. In essence, attitudes, behavior, social norms affect aspirations become entrepreneur. real-world terms, indicate by activation techniques educational interest, practitioners promote It also suggested government services could be improved part strategy.