Chapter 2: Unveiling the Entrepreneurial Mindset: Behavioural Factors and Green Intentions Among University Tourism Students

This study investigates the impact of behavioural determinants on university-level tourism students in developing economies, notably India, using the Theory of Planned Behaviour (TPB). Findings underscore TPB's efficacy in predicting entrepreneurial ambitions, with attitude, subjective norms and perceived behavioural control (PBC) serving as pivotal precursors shaping students' intentions. Particularly, those aspiring to environmentally sustainable practices exhibit heightened entrepreneurial intent. The implications extend beyond academia, aiding prospective entrepreneurs in informed decision-making and policymakers in fostering green entrepreneurship through tailored initiatives. This study also contributes to academic discourse, laying a foundation for future research in entrepreneurship studies. In sum, it underscores the critical role of behavioural determinants in shaping entrepreneurial intent among university tourism students, especially in developing economies like India. Insights gleaned benefit entrepreneurs, policymakers and scholars alike, driving global sustainable economic growth through emphasis on attitude, subjective norms and PBC.