| Agriculture considered multi-functionality,and one of the most significant sectors,and integrated approaches to the rural economy in the world,employs more than 1 billion people,accounting for 3 percent of global GDP,and has micro and macro-level importance in the economy.Though mainstream entrepreneurship research had ignored the agricultural sector while agricultural graduates are seeking their profession to other industries domain of the entrepreneurship.The scenario seems to have changed dramatically in the last few years because of demand,supply,and dynamic scholarly importance of agriculture fields with the study of new and diverse phenomena in several countries around the world reduced protection of agricultural markets and rapidly changing agricultural societies as a result of economic liberalization.Moreover,the enterprise has increasingly adapted agriculture due to shifting demands of customer behaviors,boosted environmental principles,new requirements for food safety,security product quality,supply chain management,and sustainability.It is,therefore,essential to understanding whether a more diversified rural economy performs better,in terms of individuals' income generation and sustainable job creation.These changes have opened the paths for new entrants and entrepreneurs to modernize agricultural entrepreneurship skills,the changing portfolio of agriculture underlining to develop,create,and venturing of sustainable agribusiness doing better things with creating new business ideas in response to sustainable future.Entrepreneurship is a fundamental tool for economic growth,expansion and,job creation,and employment generation worldwide.Young generation or("Y" millennials")students are often regarded as potential entrepreneurs today.It has been examined that they are endured and realized more sustainable entrepreneurial,socially acquainted,environmentally aware,and much economically practicable than former peers.With the primary purpose to determining the dominant factors in students' intentions to start their sustainable business,thus,it is possible to design a Triple bottom line(TBL),or of Quadruple bottom line(QBL)implementation mechanism nexus to the Theory of planned behavior(TPB)that recommends a sustainable entrepreneurial model to distinguish the new entrepreneurial spirit from formal entrepreneurship towards sustainable agricultural entrepreneurship important variables for rural economic growth,and development.The resulting question is that in the research and practice of sustainable agricultural entrepreneurship,the lack of comprehensive surveys on what different driving factors that may affect the entrepreneurial intentions.In response to the question,and the research designed to address the problem of the agriculture entrepreneurs to intend sustainable agriculture entrepreneurship in their entrepreneurial ventures?The current study chose to explore China and Pakistan's comparison to extend the existing literature on sustainable entrepreneurial intention(SEIs)by employing an integrated model of Theory of planned behavior(TPBs),and sustainable value creation Quadruple Bottom line(QBL)towards the agriculture sector and examines the differences between the two different economies,(China and Pakistan).This study argues for adopting an inclusive approach to involving youth in the extensive agri-food system,emphasizing the significance of young graduates(highly educated youth)participating in the agriculture sector,henceforth the need for steps to attract,sustenance and retain them in the agri-food sector.Thus,this research sought to identify the driving factors that influence agripreneurship and how these factors influence the agripreneurship performance of young graduate agripreneurs.The study outcomes,and agripreneurship framework,emphasizes the need for a holistic(multilevel)investigation,and approach to sustainable agripreneurship,and applied integrated approach towards promoting,and developing sustainability-oriented attitudes towards agripreneurship competencies among young graduates,in diverse economies of(China,and Pakistan)which must include enhancing both enterprising traits,and skills,and strong technical/professional business management intentions.In contrast,China's(emerging)economy is becoming gradually persuasive globally,and Pakistan,as a developing economy,however,has challenged numerous setbacks through overcoming unemployment problems and challenges;entrepreneurship proves to be an identically appropriate stratagem.To this extent,understanding has led to growing attention towards exploring entrepreneurship intentions across different entrepreneurial tiers and types,especially from the sustainability viewpoint in the agricultural sector among students through the development of sustainability-oriented attitudes and intentions.The main goal and objective of this research is to investigate the drivers of sustainability-oriented entrepreneurial intentions in agriculture entrepreneurship.In particular,the purpose of this study is to extend and adapt the existing intention models to include sustainability values and attitudes toward sustainability.Thereby bringing the model into the context of sustainable agriculture entrepreneurship connecting with the context of the Theory of planned behavior(TPB)model central areas need to put into consideration approach conducting new business venturing operations in the agriculture sector,and evaluating theories in real-life sustainable entrepreneurship practice through entrepreneurship education among young masses of agriculture.Although,theoretical literature lacks practical insights into sustainable entrepreneurship initiatives,whether sustainability value creation explanations apply to sustainable rural development.We try to define the concept of sustainable entrepreneurship to explore in greater depth the characteristics of cross-sectional analysis phenomena.That's why the study tries to fill this gap by exploring sustainable agricultural entrepreneurship,identifying motivations,and challenging factors towards entrepreneurship and the difference between these entrepreneurs and "traditional" entrepreneurship foundations.First,the research emphasizes the influence of TPBs proxies,' i.e.,attitudes towards entrepreneurship,subjective norm,perceived behavioral control,entrepreneurial orientation,opportunity recognition,entrepreneurial motivation,and sustainable entrepreneurship intentions in the agriculture sector.Second,the study investigates the role of sustainability values(economic,social,environmental,and institutional),i.e.,quadruple bottom line(QBL),indicators in the development of a sustainable agripreneurship.This study starts with exploring the model of entrepreneurship intention and makes assumptions about the sustainability-oriented entrepreneurship intention model.To this study,primary data were collected from different public sector universities of China(n=547)and Pakistan(n=523),respectively,with an effective response rate of 89.16% in both countries.The Data Analyzed by using SPSS 25 for descriptive statistics,and Smart PLS-SEM 3 partial least square and structural equation modeling methods on overall(N=1070)sample of agricultural students.The study presents and provide PLS-SEM path modeling,mediation,and multi-group analysis of proposed hypotheses.The results of demographic evidence from Chinse vs.Pakistani respondents reveals that 48.4/55.8% were male,and 51.6 /44.2 % were female.The majority of respondents were 49.2/50.1% between 21-30 years of age.Concerning schooling years,a significant majority,37.1/36.9 %,was in the 2nd year of study.A large number of students were in bachelor's degrees,51.7/53.3%,and45.3/42.8% were studying in master's degrees whereas 51.6/51.1%,and 64.7/65.0% of respondents show less than one year of agribusiness and agricultural work experiences.While asked about have entrepreneurial education,the majority of students 57.2/56.2% revealed no that kind of education in agriculture.Similarly,entrepreneurship knowledge majority of them 60.1/59.8% said yes,likewise parental entrepreneurial exposure 42.8/45.7% answered yes whereas 56.3/54.5% said negation of prior entrepreneurial exposure.Finally,52.7/52.6%,yes,and 47.3/47.4% did not show any agrarian training exposure towards entrepreneurship in both economies,respectively.Whereas path modeling results show the encouraging outcomes that attitude towards entrepreneurship,opportunity recognition,perceived behavioral control,and entrepreneurial motivation have a positive and significant relationship except for subjective norm in both on SEI,and QBL in Pakistan context.Whereas perceived control behavior,opportunity recognition,and entrepreneurial motivation show significant influence except for subjective norms,attitude towards entrepreneurship,and entrepreneurial orientation has a positive correlation but not significant impacts on SEI,and QBL in China's context.Besides,subjective norms and entrepreneurial orientation intention towards sustainable entrepreneurship in agriculture are relatively more reliable,and more desirable in Pakistan than in China.Whereas personal attitude,perceived behavioral control,opportunity recognition,entrepreneurial motivation,and sustainable entrepreneurial intention are relatively more reliable and more desirable in China as compared to Pakistan.Similarly,the subjective norms,entrepreneurial motivation,entrepreneurial orientation,and opportunity recognition is relatively more reliable,and more desirable in Pakistan as compared to China in the agriculture sector.Consequently,personal attitude,perceived behavioral control,entrepreneurial orientation,entrepreneurial motivation towards the sustainability values of QBL are relatively higher,and more desirable in China as compared to Pakistan in the agriculture sector.However,intentions towards sustainability values(economic,social,environmental,and institutional)so-called Quadruple bottom line(QBL)are relatively stronger and more desirable in China as compared to Pakistan in the agriculture sector.Therefore H1 a,H1b,H1 c,H3a H3 b,H3c,H4 b,H5a,H5 b,H6a,H6 b,H6c,H7 b,H9a,H9 b,H10a,H10 b,H10c,H11 a,H11b,H12 a,H12b H13 a,H13b,and H13 c were accepted.Whereas H2 a,H2b,H2 c,H4a,H4 c,H5c,H7 a,H7c,H8 a,H8b,H8 c,H9c,H11 c,and H12 c declined to accept in both countries' context.While in mediation effects concerned with H14,the mediating role of the first dimension of a model(QBL)between TBP disposition traits(ATE,SN,PBC,EO,OR,EM),and SEIs.For the Chinese students' sample,QBL mediational affiliation among all TBP variables,and SEIs.All predictors explained SEIs either directly or indirectly through QBL.Whereas H14a–H14e supported for both Chinese as well as Pakistani samples,QBL mediated the relationship between ATE,PBC,EO,OR,EM,and SEIs.However,QBL show no mediational effects between SN,and SEIs,which leads to rejecting H14 b for both Pakistani,and Chinese students' samples.The results further reveals that students in both countries showed a positive,sustainability orientation attitude and intention towards self-employment in the agricultural sector.The study discoveries contribute to the sustainability of attitudinal variables that are important for developing theories interrelated to the entrepreneurial development,and performance,which eventually explain SEIs.Second,this research efforts to fortify the role of TPB and its magnitudes.Besides,these findings emphasize the validity of the model outline,describe the intermediary role of the six attitude dimensions,and provide a comparative understanding of TPBs.Third,this study enriches the existing literature and integrated model in the field of sustainable rural development and TPB by providing comparison roles of the framework regarding two diverse economies,i.e.,efficiency-driven economy China and factor-driven economy Pakistan.The findings of the study highlight the importance of sustainability gains in the uptake of sustainability-driven entrepreneurship.This study provides insights for promoting sustainable entrepreneurial opportunities and discusses the potential for sustainable entrepreneurship development.Moreover,findings also extend the existing literature on sustainable entrepreneurship,values creation in the agriculture sector and uptake of sustainable ventures,and opportunities connected with TPB between two Asian countries China and Pakistan.Based on findings of the study,it is suggested that entrepreneurial activity among agricultural graduates' can be increased if the students are provided with business wisdom,inspiration,and motivation,either through mentorship by entrepreneurs and experts or by emphasizing the importance of business opportunities in the curriculum.Moreover,supplementary short entrepreneurial courses can create miracles when implementing the new policy,and measures should be formulated favoring young masses' expected behavior circle.Academia,and universities should redesign appropriate teaching methods,to enhance entrepreneurial skills in business,and management,improve the ability to bear/tolerate/avoid risks,and successfully implement their entrepreneurial ideas,and identify opportunities in both countries.Innovative teaching methods,including professional teachers,and successful entrepreneurs,should be adopted to promote creative thinking and foster risk-taking attitudes,especially among agricultural students.Policymakers should make policies at the government,and institutional levels to strengthen the corporate culture by protecting the rights of young entrepreneurs in both countries,providing loans,and tax subsidies,and enabling students to implement their entrepreneurial ideas,and philosophies successfully in rural development. |
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