Department of Economic Management, College of Information Engineering, FuYang Normal University, FuYang 236041, China.
Department of Science and Technology Communication and Policy, University of Science and Technology of China, Hefei 230026, China.
Int J Environ Res Public Health. 2020 Feb 20;17(4):1355. doi: 10.3390/ijerph17041355.
Climate change and environmental degradation have negatively affected the sustainable development of mankind. The "green" concept has been gradually accepted by the public, thereby strongly promoting "green" business forms and social innovation. This study adopts related information and technology knowledge and experience and warm glow (altruistic value) for business initiatives as push factors, market opportunity (MO) and personal innovativeness (PI) in technology as pull factors, and institutional theory (regulatory support and normative support) as mooring factors. These factors are employed to analyze the switching intentions of individuals toward green entrepreneurship, which is a new persuasive psychological model based on Push-Pull-Mooring model (PPM). The survey questionnaires are collected from a total of 1562 respondents through WeChat in mainland China. The study findings present all variables that significantly affect individuals' switching intentions toward green entrepreneurs. PI exhibits the most significant impact on intention of individuals toward green entrepreneurship, while the interaction between the mooring factor and MO on switching intentions to green entrepreneurship is relatively weak. Finally, the study contributes theoretical and practical implications for increasing intentions toward green entrepreneurship.
气候变化和环境恶化对人类的可持续发展产生了负面影响。“绿色”理念逐渐被公众所接受，从而有力地推动了“绿色”商业模式和社会创新。本研究以相关信息和技术知识及经验、对商业活动的温暖情感（利他价值）为推动因素，以市场机会（MO）和技术创新个人特质（PI）为拉动因素，以制度理论（监管支持和规范支持）为固定因素，采用这些因素分析个人转向绿色创业的意向，这是一个基于推-拉-固定模型（PPM）的新的有说服力的心理模型。通过微信，从中国大陆共收集了 1562 名受访者的调查问卷。研究结果显示了所有显著影响个人转向绿色企业家意愿的变量。PI 对个人转向绿色创业的意愿影响最大，而固定因素和 MO 对转向绿色创业的意愿的交互作用相对较弱。最后，本研究为提高绿色创业意愿提供了理论和实践意义。
