Ecopreneurial behavior in a pandemic context

In this study, we examined ecopreneurial behavior in the COVID-19 context by analyzing the influence of moral obligation and environmental engagement on the perception of empathy, ecopreneurial self-efficacy, and environmental value creation. Primary data was collected from 130 Atlantic Forest Connection Project participants. Data analysis was performed using PLS-SEM. Six of eight hypotheses were supported. Our study confirmed that empathy and self-efficacy perception are influenced by higher moral obligation levels. Results also indicate that more environmentally engaged ecopreneurs have higher levels of self-efficacy and environmental value creation. On the other hand, the premise that a feeling of morality could positively impact environmental value creation arising from the business was contradicted. Similarly, the hypothesis that environmental engagement positively influences ecopreneurial empathy has not been confirmed. Thus, we advanced on ecopreneurship by opening a new research direction for testing the explanatory power of variables that have not been tested so far. The research also offers practical insights for policymakers and educators involved with ecopreneurship. In the same way, we shed light on farmers and agriculture. Additionally, we present contributions directly related to the UN Sustainable Development Goals (SDG) Agenda.