sustainable entrepreneurship in the agriculture sector: the nexus of the triple bottom line measurement approach

The field of entrepreneurship is considered essential for the economy, and many researchers around the world have studied it from diverse perspectives. The outcomes of this research are not yet consensual. Today, it is gaining attention and consensus due to the increasing pressure of sustainable development, so there is a need for academic research to examine this field by incorporating sustainability value creation practices and the efforts of current entrepreneurs towards said goal, especially in the case of the agricultural sector. Accordingly, this study aims to address the problem of what drives students to incorporate sustainable agriculture in their entrepreneurial ventures. Moreover, we aim to determine whether the value placed in the triple bottom line affects the intention to establish sustainable businesses. The study is based on five antecedents of the Theory of Planned Behavior (TBP) and was designed to explore the mechanism underlying the intention to promote sustainable entrepreneurship in agriculture. The primary objective was to collect and analyze the data using the partial least square structural equation model (PLS-SEM) to test the determinants. The results revealed that the indicators of a favorable sustainable attitude, supportive subjective norms, control behaviors, adequate opportunity recognitions, and encouraging the triple bottom line had strong influences on the intention of promoting sustainability in entrepreneurship. Besides, the attitudes, subjective norms, opportunity recognition, and sustainability values can also predict students’ significant positive intentions toward sustainable agriculture in entrepreneurship. The research findings contribute to the literature by providing an empirical basis for the formulation of policies to encourage students to start an agribusiness, thereby improving the effectiveness of entrepreneurship education development programs and bridging the gap between sustainable entrepreneurial intentions and actions. Therefore, the insight into the determinants of sustainable entrepreneurship can be an essential step toward designing a practical and durable policy mechanism for the implementation of the triple bottom line when developing entrepreneurial agriculture education programs.