THE COGNITIVE PATHWAY TO GREEN VENTURES: HOW GOVERNMENT SUPPORT INFLUENCES ENTREPRENEURIAL BEHAVIOR THROUGH MINDSET, ALERTNESS AND INTENTION
Abstract
This study examines the cognitive pathway through which government support influences green entrepreneurial behavior, with a focus on the mediating roles of green entrepreneurial mindset, alertness, and intention. Drawing on institutional theory and cognitive psychology, we propose an integrated model that links policy interventions with individual-level psychological drivers of sustainable venturing. Using a quantitative, cross-sectional design, data were collected from 450 business students in Gujranwala, Pakistan, through structured questionnaires featuring validated scales. Results from SPSS and Hayes' PROCESS macro analyses revealed that all 10 direct and 11 indirect hypotheses were supported. Government support exhibited both direct (β = 0.32, p < 0.001) and indirect effects on green entrepreneurial behavior, with the strongest mediation occurring through green entrepreneurial intention (β = 0.15). A full serial mediation pathway (government support → mindset → alertness → intention →behavior, β = 0.05) was identified, validating a cognitive-affective-behavioral sequence in green entrepreneurship. The findings highlight that policy effectiveness depends not only on resource provision but also on fostering entrepreneurs' sustainability-oriented cognition. This study contributes to the literature by (1) bridging macro-level institutional and micro-level cognitive perspectives, (2) empirically validating a novel serial mediation model, and (3) offering practical insights for policymakers to design support programs that combine financial incentives with mindset training. Limitations include the cross-sectional design and regional focus, suggesting opportunities for future longitudinal and cross-cultural research. These results advance our understanding of how to effectively promote green entrepreneurship in emerging economies
Keywords: Govt Support in Green Entrepreneurship;Green Entrepreneurship Mindset;Green
Entrepreneurship Alternes; Green Entrepreneurship Intention ;Green Entrepreneurship Behaviour
