Green minds decoded: How entrepreneurial motivation and adaptability shape behaviors of young entrepreneurs

This study examines the impact of entrepreneurial motivation on green in-role, green extra-role, and green innovative behaviors between Generation Z and millennial entrepreneurs. The mediating role of adaptability tendencies and moderating role of green entrepreneurial knowledge were investigated. Six hundred and eighty valid samples were collected from entrepreneurs in Malaysia and Pakistan using purposive sampling technique. Data were analyzed using partial least squares structural equation modeling. The results indicate entrepreneurial motivation has significant positive relationships with three types of entrepreneurial green behaviors. Adaptability tendencies significantly mediate the relationship between entrepreneurial motivation and green in-role and green innovative behaviors for both generations but not green extra-role behavior. Further analysis revealed differences between generations in moderating effects of green entrepreneurial knowledge. The findings enhance our understanding of differences between Generation Z and millennial entrepreneurs. While both generations possess significant green consciousness, their green concept approaches differ. This study highlights practical implications for entrepreneurs, policy makers, and educators on cultivating traits and knowledge for fostering environmentally responsible business practices.