The Effect of Green Marketing Education, Green Marketing Knowledge, and Green Marketing Mindset on Students’ Green Entrepreneurial Intention
DOI:
https://doi.org/10.59944/postaxial.v4i3.1798Keywords:
Green Entrepreneurial Intention, Green Marketing, Green Marketing Education, Green Marketing Knowledge, Green Marketing MindsetAbstract
This study aims to analyze the influence of green marketing education, green marketing knowledge, and green marketing mindset on students' green entrepreneurial intention. A quantitative approach with a cross-sectional survey design was employed. Respondents comprised 233 students from several universities in Indonesia, selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that green marketing education has a positive and significant effect on green entrepreneurial intention. Green marketing knowledge also has a positive and significant effect. Meanwhile, green marketing mindset has a positive but not significant effect. The R² value indicates that the three independent variables are able to explain the variation in green entrepreneurial intention. These findings confirm the importance of education and the strengthening of green marketing knowledge as a direct foundation for building students' intention to run sustainability-oriented businesses through environmentally responsible marketing practices.
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