Promoting sustainable ventures among university students in Pakistan: an empirical study based on the theory of planned behavior

Purpose This study aims to examine the drivers of sustainable entrepreneurship intention (SEI) among university students in Pakistan. Design/methodology/approach A survey-based methodology was used collect data from participants. Further, this covariance-based structural equation modeling test proposed hypotheses. Findings The findings confirm that model is effective as it explains 83% variance predict SEI students. Originality/value research has contributed literature and valuable insights understanding influence sustainability education, attitude, self-efficacy self-identity on SEI.