Predicting the Intention and Adoption of Environmentally Friendly Entrepreneurial Activities Among the Rural Households

Abstract

To mitigate the consequences of extreme natural events from climate change in Malaysia, this study focused on predicting the intention and adoption of environmentally friendly entrepreneurial activities. This study used cross-sectional design and collected quantitative data from 380 rural households through a structured interview. Findings revealed that environmental literacy and concern has a positive effect on environmental attitude, moral obligation on subjective norms, perceived control, enterprise resources, and perceived behavioural control. Attitude, subjective norms, and perceived behavioural control have a positive effect on intention towards environmentally friendly entrepreneurial activities. The findings are expected to assist scholars and policymakers in promoting green entrepreneurial activities that can contribute to the environment and socio-economic development. Therefore, various organizations should focus on assessing the feasibility of green business concepts through training and financial assistance to generate socio-economic sustainability.