Sustainable Entrepreneurial Intention Among University Students: Synergetic Moderation of Entrepreneurial Fear and Use of Artificial Intelligence in Teaching

Muzaffar Asad (), Latefa Hamad Al Fryan and Mahasin Ibrahim Shomo
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Muzaffar Asad: Business School, Tecnológico de Monterrey, Monterrey 64700, Mexico
Latefa Hamad Al Fryan: Department of Educational Technology, College of Education, Princess Nourah bint Abdulrahman University, P.O. Box 84428, Riyadh 11671, Saudi Arabia
Mahasin Ibrahim Shomo: Department of Administrative Sciences, Applied College, Princess Nourah bint Abdulrahman University, Riyadh 11671, Saudi Arabia

Sustainability, 2025, vol. 17, issue 1, 1-21

Abstract: Today, the world is facing two major issues: unemployment and environmental degradation. To promote employment, universities and higher educational institutions all over the world are boosting entrepreneurial intentions among students to overcome the challenge of unemployment. Moreover, in higher educational institutions in developed and developing countries, sustainability is being promoted. However, Pakistan is far behind in applying these concepts simultaneously. Hence, the objective of the study is to promote sustainable entrepreneurial intentions among the students. For the said purpose, considering the inconsistent findings in the literature where the theory of planned behavior is used to cater to entrepreneurial intentions, entrepreneurial fear and the use of artificial intelligence are added to the theory of planned behavior as a moderator with the support of protection motivation theory and experiential learning theory. The data have been collected from 384 students studying at higher educational institutions in Pakistan. The developed framework has been evaluated using SMART PLS3. The findings confirmed that personal attitude, perceived behavioral control, and perceived feasibility significantly influence sustainable entrepreneurial intentions. Moreover, the synergistic moderation of entrepreneurial fear, as well as the use of artificial intelligence in teaching, is significant. This study ends up with policy guidelines and limitations along with future directions.

Keywords: sustainability; sustainable entrepreneurial intentions; personal attitude; perceived behavioral control; perceived fear; artificial intelligence; entrepreneurial fear (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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