Drawing upon resource-based view (RBV) theory, this study aims to uncover the underexplored cumulative effects of pro-environmental knowledge, psychological ownership and CSR toward sustainability-driven entrepreneurial behavior with the moderating role of technology readiness.
Using a survey-based approach and purposive sampling technique, the authors obtained valid data from 231 responses from the livestock farmers and executives across urban, suburban and rural areas of South Punjab, Pakistan.
Using the PLS-SEM technique, the analysis revealed that pro-environmental knowledge, psychological ownership and CSR were positively associated with sustainability-driven entrepreneurial behavior. Further, pro-environmental knowledge and psychological ownership positively improved the CSR activities. Moreover, the moderating result indicated that technology readiness plays a significant role in strengthening the association between pro-environmental knowledge and sustainability-driven entrepreneurial behavior.
This study deepens understanding of sustainability-driven entrepreneurial behavior by integrating the RBV theory with empirical analysis of pro-environmental knowledge, psychological ownership, CSR and technology readiness. While prior research has explored these factors in isolation or within varying contexts, to the best of the authors’ knowledge, this study is among the first to synthesize these constructs in a unified framework, addressing a critical literature gap by empirically investigating their cumulative effects on sustainability-driven entrepreneurial behavior, particularly in the livestock industry, which faces significant ecological challenges.
