Endorsing Sustainable Enterprises Among Promising Entrepreneurs: A Comparative Study of Factor-Driven Economy and Efficiency-Driven Economy

Understanding business trails among promising aspirants may contribute to an actual motive for diminishing ecological tracks and escorted to developing devotion towards deciding intentions across various entrepreneurial types and tiers solely from the sustainability domains. Therefore, this study endeavors to comprehend and seek to employ the Theory of Planned Behavior to inspect the relationship between antecedents on sustainable enterprise intention and sustainable value creation. The convenience sampling method was used quantitative data of 1070 respondents from Pakistan and China and applied a Smart PLS structural equation model and partial least square path modeling by mediational and multigroup analysis to attain this paper. Findings divulge that R2 (79.8%) value in the Pakistan sample of attitudes to sustainability, perceived entrepreneurial desirability, and perceived entrepreneurial feasibility was comparatively higher than in China. R2 (75.6%) variance value on sustainability-oriented entrepreneurial intentions (SEI) was recorded higher in the Pakistani sample. However, the relationship of environmental values, self-efficacy, extrinsic and intrinsic rewards show positive and significant mediational effects on both economies' sustainability-oriented entrepreneurial intentions. The findings disclose an inconsistent character of extrinsic rewards, general self-efficacy, and job security depicts negative significant impacts of aspirations on sustainable entrepreneurship among promising entrepreneurs on sustainability enterprises in both countries. This study extends on existing entrepreneurship literature. Results supported the designed hypothesis and played a significant role in shedding light on an individual trait underpinning a career in a sustainable business start-up. It looks at the issue from the viewpoint of sustainability domains. The study seeks to determine the individual PED, PEF, and ATSE as the mediational variables. The study highlights the importance of work values in pursuing sustainability-oriented entrepreneurship programs for promising aspirants to improve their entrepreneurial skills and knowledge podium, which will encourage them to become sustainable future entrepreneurs. Furthermore, the study provides understandings for ratifying sustainable openings and debates the potential paths for sustainable business growth and opportunities among nascent entrepreneurs in both economies.