A Study On The Relationship Between Green Entrepreneurial Traits,Green Entrepreneurial Motivation And Green Entrepreneurial Intention

Nowadays,the contradiction between economic development and ecological protection is becoming more and more serious.More and more people have realized the importance of protecting the ecological environment and began to advocate the environment-friendly development.In a result,the demand for green products and services is also growing.Green entrepreneurship has received plenty of attention from all over the fields.Different from the ordinary entrepreneurship,green entrepreneurs have to take social responsibility and environmental issues in to their consideration,in addition to considering traditional economic issues,which require the entrepreneurs of greater risk bearing and higher ecological values and stronger social responsibility.But the current research pays more attention to green entrepreneurial behavior,and the research on the cause of green entrepreneurial intention is insufficient.College students are the main group of green entrepreneurial behavior.It is of great theoretical and practical significance to analyze the structure and characteristics of college students' green entrepreneurial motivations and to explore their role in the process of formation of green entrepreneurial intention.Therefore,this study defines the concept and dimensions of green entrepreneurial motivation,which are: motivation of pursuing fame and wealth,motivation of pursuing selfachievement and motivation of taking responsibility.The green entrepreneurial traits in this study are mainly concentrated in three dimensions: risk propensity,ecological values and sense of social responsibility.Then a theoretical model of the relationship between green entrepreneurial traits,green entrepreneurial motives and green entrepreneurial intention is constructed.Based on the questionnaire answered by 461 college students from 7 universities in Sichuan Province,the structural equation model is constructed with the help of AMOS 24 to test the relationship between green entrepreneurial traits,green entrepreneurial motivation and green entrepreneurial intention,and to verify the mediating effect of green entrepreneurial motivation in the relationship between green entrepreneurial traits and green entrepreneurial intention.From the study,we got some interesting results: first,the motivation for green entrepreneurship consists of three dimensions: fame and wealth,self-achievement and responsibility.In addition to “take responsibility for national economic and social development”,college students may also want to devote themselves in to ecological environment protection.Secondly,among the total effects of risk propensity,ecological values and sense of social responsibility on green entrepreneurial intention,the impact of risk propensity on green entrepreneurial intention is significantly less than ecological values and sense of social responsibility.Third,in the positive influence of ecological values on green entrepreneurial intention,the mediating effect of motivation of pursuing self-achievement is the greatest;Forth,in the positive influence of social responsibility on green entrepreneurial intention,the intermediary effect of motivation of taking responsibility is the largest.Based on the research results,some suggestions for the mining and training of potential green entrepreneurs are provided,and the inadequacies and improvement space of this research are reflected.