BUILDING GREEN ENTREPRENEURIAL INTENTIONS AMONG VOCATIONAL HIGH SCHOOL STUDENTS: THE ROLE OF LITERACY, GREEN ENTREPRENEURIAL ATTITUDES, AND A GREEN ENTREPRENEURIAL MINDSET

Abstract

Abstract

This study aims to analyze the influence of green entrepreneurship literacy and green entrepreneurship attitude on environmentally friendly entrepreneurial intention among grade XI vocational high school students in Majenang District, and to examine the role of green entrepreneurial mindset as a moderating variable. The research gap lies in the limited understanding of how cognitive aspects (literacy) and affective aspects (attitude) interact with green entrepreneurial mindset in forming intention, particularly in the Indonesian vocational education context. Using a quantitative method with survey design, the study involved 317 students from four vocational schools selected through proportionate stratified random sampling. Data were analyzed using multiple regression and Moderated Regression Analysis (MRA). Results showed that green entrepreneurship literacy has a significant positive effect on intention, as does green entrepreneurship attitude. Green entrepreneurial mindset proved to be the strongest predictor. Furthermore, green entrepreneurial mindset significantly and positively moderates the relationship between literacy and intention and between attitude and intention, with stronger moderation effects on the affective path. The research model explained of the variance in environmentally friendly entrepreneurial intention. Results confirm that transforming knowledge and attitudes into sustainable entrepreneurial intention requires a holistic thinking framework that integrates ecological awareness with entrepreneurial orientation. Research implications support strengthening entrepreneurship education strategies based on mindset transformation and affective engagement to develop young entrepreneurs committed to environmental sustainability.

Keywords: green entrepreneurship literacy; green entrepreneurship attitude; green entrepreneurial mindset; green entrepreneurial intention; vocational education