Perceptions of young entrepreneurial aspirants towards sustainable entrepreneurship in Pakistan

Purpose This paper aims to investigate the perceptions of young entrepreneurial aspirants towards sustainable entrepreneurship in Pakistan. Design/methodology/approach The study is based on descriptive and cross-sectional data collected using a survey questionnaire. The study’s respondents were students, all of whom were studying for their Master’s degree of Business Administration (MBA) at several Pakistani universities (both public and private sectors). A total of 412 usable cases were used to obtain the outcomes. Findings By using the structural equation modeling, the findings suggest a positive and significant impact of eco-friendly people, green marketing factors, changing consumer behaviour and favourable market conditions on sustainable entrepreneurship. Practical implications The study’s findings are beneficial in understanding the concept of sustainable entrepreneurship and the significant factors that may affect sustainable entrepreneurship along with the main components in social and business systems. Organizations can reinforce these factors to stimulate sustainable entrepreneurship in future studies. Thus, the study contributes to filling the research gap in the area of sustainable entrepreneurship. Originality/value To the best of the authors’ knowledge, this is the first study to investigate and reveal young entrepreneurial aspirants’ perceptions on sustainable entrepreneurship. The findings help in understanding the sustainable entrepreneurship concept, particularly in a developing country.