The Complex Role of Social Media in Entrepreneurial Intentions for Environmental Practices

Abstract

This study explores the relationship between environmental behavioural desires (EBD), entrepreneurial intentions for environmental practices (EIEP) and social media engagement among emerging Instagram entrepreneurs. Drawing on the extended model of goal-directed behaviour, the research finds that EBD positively predicts EIEP, confirming the role of personal environmental desires in driving sustainable entrepreneurship. Surprisingly, increased social media engagement weakens the EBD–EIEP relationship, challenging assumptions that digital interactions uniformly amplify environmental entrepreneurship. However, social media experience positively moderates this effect, suggesting that as users become more adept at navigating these platforms, they may better leverage them for environmental entrepreneurship. The study contributes to the environmental entrepreneurship literature by demonstrating the complex interplay between environmental desires, digital engagement and entrepreneurial intentions. It highlights the need for nuanced approaches to understanding how social media shapes the translation of eco-friendly aspirations into concrete entrepreneurial actions in the digital age.