Journal of African Studies and Sustainable Development

This study investigates the role of environmental awareness in shaping sustainable entrepreneurial intention, drawing on the Theory of Planned Behaviour (TPB) and its sustainability-oriented extensions. In the face of escalating climate challenges, understanding how cognitive and attitudinal factors influence the emergence of sustainability-driven entrepreneurship has become increasingly important. The study conceptualizes environmental awareness as a key antecedent of entrepreneurial intention, mediated by sustainability orientation, which reflects the degree to which individuals prioritize ecological and social considerations in venture creation. A quantitative research design is adopted, using cross-sectional survey data collected from prospective and earlystage entrepreneurs. Environmental awareness is operationalized through measures of climate change knowledge and concern, while sustainability orientation captures pro-environmental values and ethical business inclinations. Entrepreneurial intention is assessed using validated TPBbased scales. Regression analysis with the aid of SPSS is employed to test the hypothesized relationships and to evaluate the mediating role of sustainability orientation within the TPB framework. The findings reveal that environmental awareness exerts a positive and significant influence on entrepreneurial intention, both directly and indirectly through sustainability orientation. The results support the extension of TPB by demonstrating that sustainability-related cognitions enhance the predictive power of the model in explaining entrepreneurial behaviour. Individuals with higher levels of climate awareness are more likely to develop intentions to engage in environmentally responsible business ventures. The study contributes to the literature by integrating sustainability constructs into TPB-based entrepreneurship models. Policy implications highlight the importance of environmental education and awareness programmes in fostering a new generation of sustainability-oriented entrepreneurs capable of addressing climate-related challenges.

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