Khwaja Moinuddin Chishti Language University, Lucknow, U.P.

Sustainability-Oriented Cognition and Green Entrepreneurial Intention: Extending TPB Through Social Media Influence

Based on the theoretical premises of Theory of Planned Behavior framework, this study examines how sustainability orientation mediates the relationships between attitude, subjective norms, perceived behavioral control, and green entrepreneurial intention among Indian university s...