Research On The Impact Of Entrepreneurs’ Pro-environmental Values And Prosocial Motivation On Sustainable Entrepreneurship

Sustainable entrepreneurship is considered to be an important way to promote sustainable development,as it can balance economic,social and environmental interests,and thus effectively address environmental and social issues that have been revealed in the context of rapid economic growth.Since 2010,sustainable entrepreneurship has become a hot topic of research among scholars,but the current literature on sustainable entrepreneurship is mostly qualitative in nature and mostly discusses the relationship between sustainable entrepreneurship and sustainable development,with less research on how to stimulate or promote sustainable entrepreneurship.In particular,there is still a large gap in the research in the context of China’s national situation.Currently,China is in a critical period of transformation of old and new dynamics and economic transformation,and it is of theoretical and practical significance to explore how to guide entrepreneurs to abandon traditional entrepreneurial methods and choose sustainable entrepreneurship by paying attention to social and environmental benefits in the entrepreneurial process,and thus provide strong support for the sustainable development of China’s society.Based on this issue,this study constructs a moderated mediation model based on motivational information processing theory and takes Chinese entrepreneurs as the research target.It explores whether two intrinsic cognitive factors,namely pro-environmental values and prosocial motivation,contribute to sustainable entrepreneurial behavior,and examines the mediating role of perceived agreeableness and perceived feasibility as well as the moderating role of entrepreneurs’ network capabilities.Through a review of the literature on sustainable entrepreneurship,pro-environmental values,prosocial motivation,perceived agreeableness,perceived feasibility,network competence,motivational information processing theory and entrepreneurial event theory,a model of the influence of entrepreneurs’ pro-environmental values and prosocial motivation on sustainable entrepreneurship was constructed on this basis,and the mechanism of each variable was analyzed in depth.This study uses a questionnaire to verify the theoretical mechanism of the model.Firstly,we compare and select relevant scales from home and abroad,and translate and back-translate foreign scales,and then determine the most suitable scale for this study according to the research context and research content of this paper.The questionnaire used in this study covered the six main variables mentioned above and the control variables.233 valid questionnaires were collected by the researchers and the data were empirically tested using SPSS26.0 and AMOS24.0 software,and the results showed that: pro-environmental values and prosocial motivation have a positive effect on sustainable entrepreneurial behavior;perceived agreeableness and perceived feasibility play a role in mediating the relationship between pro-environmental values,prosocial motivation The results show that pro-environmental values and prosocial motivation positively influence sustainable entrepreneurial behavior;perceived agreeableness and perceived feasibility mediate between pro-environmental values,prosocial motivation and sustainable entrepreneurial behavior;and entrepreneurial network competence positively moderates between pro-environmental values,prosocial motivation and perceived agreeableness and perceived feasibility.This study enriches theoretical research on the antecedents of sustainable entrepreneurship and provides practical insights into the promotion of sustainable entrepreneurial behavior.