Evaluating the Effect of Environmental Beliefs on the Intention to Green Entrepreneurial Behavior

The irresponsible behavior of humans in rural businesses has significantly damaged natural resources, primarily due to a lack of environmental awareness. This study aims to explore how environmental beliefs influence the intention to engage in green entrepreneurial practices among farmers, particularly in the Mazandaran province of Iran. We hypothesized that the New Ecological Paradigm (NEP) and the Value-Belief-Norm (VBN) theory would effectively predict green entrepreneurial intentions among greenhouse owners. The research involved a statistical population of 96 greenhouse owners and utilized Structural Equation Modeling (SEM) for data analysis. The findings indicated that the NEP significantly impacts awareness of consequences and has a positive indirect effect on both ascription of responsibility and the intention to adopt green entrepreneurial behaviors. Establishing a national information network for healthy crop production, providing training services, conducting workshops, promoting green unions, and enhancing the culture of consuming safe products are crucial strategies for improving environmental awareness and attitudes towards preserving natural resources.