Pro-environmental personal norms and subjective norms related to AI-driven green entrepreneurship intention - A qualitative insight to explore students in higher education institutions

Oct 15, 2026

Artificial intelligence is increasingly integrated into global governance, strengthening interest in how it can promote sustainable entrepreneurship. This qualitative research investigates predictors of students’ pro-environmental personal norms (EPNs) and subjective norms (SNs) linked to AI-driven green entrepreneurship intention, and proposes a conceptual framework guiding green entrepreneurial intent. Semistructured interviews generated 30 empirical inputs from students, faculty, and AI-driven green entrepreneurs. Grounded theory with NVivo 12 and three-stage coding reconceptualized AI-driven sustainable entrepreneurship norms. Results show EPN cultivation via AI-powered courses, incubators, and sustainability programs; SN reinforcement through mentorship, peer engagement, and industry expectations; and AI and policy support, plus practical and constraint factors, shaping the shift from awareness to entrepreneurial action.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages17

Reading Time43 min

AccessFree to download

Abstract

Introduction

African Educational Research Journal Vol. 13(1), pp. 83-99, March 2025 DOI: 10. 30918/AERJ.131.25.014 ISSN: 2354-2160 Full Length Research Paper Pro-environmental personal norms and subjective norms related to AI-driven green entrepreneurship intention: A qualitative insight to explore students in higher education institutions Yiteng Zhang and Songyu Jiang* Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand. Accepted 21 March, 2025 | ABSTRACT
As artificial intelligence (AI) continues to be widely integrated into global economic, social, and environmental governance, its role in promoting sustainable entrepreneurship has garnered increasing scholarly attention. This research aims to uncover the predictors affecting students' pro-environmental personal norms (EPNs) and subjective norms (SNs) related to AI-Driven Green Entrepreneurship Intention, thereby to propose a qualitative conceptual framework to shape the green entrepreneurial intentions. This study utilized semistructured interviews to collect 30 empirical data from students, faculty members, and AI-driven green entrepreneurs. The data were analyzed through Nvivo 12, following grounded theory method with a threestage coding process—open coding, axial coding, and selective coding—to reconceptualise the AI-driven sustainable entrepreneurship norms. This study explores how students in higher education develop proenvironmental personal norms (EPNs) and subjective norms (SNs) within AI-driven green entrepreneurship. The findings reveal that (1) higher education institutions cultivate environmental values and entrepreneurial awareness through AI-powered courses, incubators, and sustainability programs; (2) social influence, including mentorship, peer engagement, and industry expectations, reinforces subjective norms, shaping students' green entrepreneurial intentions; and (3) AI technology, policy support, and practical challenges influence the transition from environmental awareness to entrepreneurial action, with financial and technological constraints limiting implementation. This study not only enriches the entrepreneurship theory, but provides practical insights for higher education institutions, policymakers, and businesses to enhance AIenabled green entrepreneurial education and policy frameworks.
Keywords: Artificial intelligence (AI); sustainable entrepreneurship; higher education; subjective norms; proenvironment, personal norms (EPNs) . | | --- | | *Corresponding [author. E-mail: jiang.song@rmutr.ac.th](author. E-mail: jiang.song@rmutr.ac.th). | INTRODUCTION As the world's second-largest economy, China continues to experience significant employment challenges despite sustained economic growth. The employment pressure faced by university graduates has become a focal point of concern across various sectors of society (Qin et al. , 2024) . In recent years, structural adjustments in industries and shifts in market demand have led to a gradual reduction in traditional employment opportunities, intensifying competition among university graduates in the labor market (Liu et al. , 2024; Xiang et al. , 2023) . Against this backdrop, entrepreneurship has emerged as a crucial means of alleviating employment pressures, not only by Afr Educ Res J 84 generating new job opportunities but also by driving economic transformation and industrial upgrading. However, entrepreneurial activities are often accompanied by resource consumption and environmental pollution, as some startups prioritize economic gains at the expense of sustainable development goals (SDGs) (Feng et al. , 2024; Tiba et al. , 2021) . Therefore, striking a balance between fostering entrepreneurship and ensuring environmental sustainability, particularly by promoting green entrepreneurial models, has become a critical issue of concern for both academia and policymakers. Artificial Intelligence

FAQs

What does the study aim to uncover about AI-driven green entrepreneurship intention?

It investigates predictors influencing students’ pro-environmental personal norms (EPNs) and subjective norms (SNs) related to AI-driven green entrepreneurship intention, to support a qualitative conceptual framework.

How was the qualitative data collected and analyzed?

The study used semistructured interviews and collected empirical data from students, faculty members, and AI-driven green entrepreneurs. Data were analyzed with NVivo 12 using grounded theory and three-stage coding: open, axial, and selective coding.

Which factors were found to shape students’ green entrepreneurial intention?

Higher-education environments strengthen environmental values and entrepreneurial awareness via AI-powered courses, incubators, and sustainability programs. Social influence such as mentorship, peer engagement, and industry expectations reinforces subjective norms. AI technology, policy support, and practical challenges affect the move from awareness to entrepreneurial action, while financial and technological constraints limit implementation.

Oct 15, 2026

Uploaded by eBook King