HACIA UNA ECONOMÍA VERDE: EMPRENDIMIENTO SOSTENIBLE DESDE LAS UNIVERSIDADES ECUATORIANAS
DOI:
https://doi.org/10.37135/kai.03.15.02Palabras clave:
Marketing sostenible, PLS-SEM, conocimiento sostenible, inclinación emprendedoraResumen
Se examinan los factores que influyen en la intención de emprendimiento verde entre estudiantes universitarios fundamentándose en el conocimiento y la preocupación ambiental y la inclinación emprendedora. Se utilizó un cuestionario de 34 indicadores en escala Likert y aplicó un enfoque de bola de nieve logrando 185 respuestas válidas de estudiantes universitarios. Para el análisis de resultado se utilizó la técnica SEM-PLS para evaluar el modelo estructural propuesto. El control conductual percibido, las inclinaciones emprendedoras, el conocimiento y la preocupación ambiental influyen positivamente en la intención de emprendimiento verde, mientras que, las normas subjetivas y la actitud no fueron significativas.
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