Research On The Influence Mechanism Of Salience Belief On Sustainable Entrepreneurial Behavior Under The Theory Of Planned Behavio

Economic development is closely related to social production and environmental balance.In recent years,many material resources have encountered bottlenecks,and the theme of entrepreneurship is no longer confined to the pursuit of economic value creation alone.Sustainable entrepreneurship is becoming a new hot spot as it is significant in promoting modern economic development,social stability and environmental resilience.The entrenched assumption that any progress toward ecological sustainability requires an inherent trade-off in economic profitability is slowly being replaced by an entirely different perspective: sustainability.It is an integrated concept,a dynamic balance of economic health,social justice,and environmental resilience.It provides a long-term perspective and offers opportunities for win-win solutions both inside and outside of business.However,domestic resource constraints are currently increasing,economic growth momentum is clearly lacking,and ecosystems are being degraded.Scientific research on sustainable entrepreneurship is largely just moving into its infancy and is making it difficult to achieve sustainable entrepreneurship.Therefore,the focus on sustainable economic entrepreneurship and development becomes a critical issue of reality that cannot be ignored.This paper provides an in-depth examination of the antecedents and influential operating mechanisms of sustainable entrepreneurial behavior by entrepreneurs and firms from the perspective of entrepreneurs’ emergent beliefs.First,this paper summarizes the relevant concepts of sustainable entrepreneurship development and discusses the important meaning of sustainable entrepreneurial behavior.Second,do the three emergent beliefs of entrepreneurs,as a prerequisite for entrepreneurship,have a multifaceted and differentiated impact on sustainable entrepreneurial behavior?What are the processes and mechanisms of influence? And the external condition of environmental uncertainty is also an issue to focus on in this process of sustainable entrepreneurial behavior.Based on the theory of planned behavior,this paper explores the "belief-intention-behavior" influence mechanism of entrepreneurs.We explore the role of subjective norms representing salient beliefs(normative beliefs),sustainable entrepreneurial attitudes(behavioral beliefs),and sustainable perceived behavioral norms(control beliefs)before sustainable entrepreneurial intentions and sustainable entrepreneurial behaviors.The moderating role of environmental uncertainty is also explored,and the model mechanism of sustainable entrepreneurial behavior formation is analyzed throughout.The relationship between the variables was empirically tested through a questionnaire survey of companies with sustainable entrepreneurial services and products,and using SPSS and AMOS statistical tools.Based on the results of the study,the following inferences were obtained:(1)Entrepreneurs’ subjective norms,sustainable entrepreneurial attitudes,and sustainable perceived behavioral control all contribute to sustainable entrepreneurial behavior.(2)Sustainable entrepreneurial intentions mediate the relationship between entrepreneurs’ salient beliefs(subjective norms,sustainable entrepreneurial attitudes,and sustainable perceived behavioral control)and sustainable entrepreneurial behavior.(3)Environmental uncertainty weakens the positive effect of sustainable entrepreneurial intentions on sustainable entrepreneurial behavior.In summary,this paper explores and validates the front-end process by which sustainable entrepreneurial behavior occurs.The findings provide useful insights into the association between willingness generation and behavior-driven antecedents of sustainable development.It also advocates that founders or teams of sustainable entrepreneurship should emphasize the role of salient beliefs to guide stakeholders’ decision making regarding sustainable entrepreneurial behavior.It is informative for sustainable entrepreneurship practice development.