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How AI‐Enabled Drivers Inspire Sustainability‐Oriented Entrepreneurial Intentions: Unraveling the (In)congruent Effects of Perceived Desirability and Feasibility From the Entrepreneurial Event Model Perspective

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  • Cong Doanh Duong

Abstract

This study aims to examine how generative artificial intelligence adoption and perceived artificial intelligence capacities influence sustainability‐oriented entrepreneurial intentions through psychological mechanisms, including perceived desirability and feasibility. Despite growing research interest in sustainability‐oriented entrepreneurship, the role of technological enablers, particularly artificial intelligence, in shaping entrepreneurial intentions has been underexplored. To achieve this objective, an advanced approach—polynomial regression with response surface analysis—was employed to test the formulated hypotheses using data from 385 participants. The study further shows that sustainability‐oriented entrepreneurial intentions improve significantly when perceived desirability and feasibility are aligned but remain unaffected by misalignment. Generative artificial intelligence adoption and perceived artificial intelligence capacities are shown to directly and indirectly enhance entrepreneurial intentions through perceived desirability and feasibility, highlighting the dual role of artificial intelligence as a practical enabler and psychological motivator. These findings contribute to the extent of entrepreneurial literature by indicating how artificial intelligence technologies foster sustainability‐oriented entrepreneurship. Moreover, these findings provide valuable insights for policymakers, educators, and organizations by demonstrating how artificial intelligence can be leveraged to promote sustainable innovation and entrepreneurship. By integrating artificial intelligence into entrepreneurial education and policy frameworks, stakeholders can better support the development of sustainability‐oriented entrepreneurs and advance global sustainability goals.

Suggested Citation

  • Cong Doanh Duong, 2025. "How AI‐Enabled Drivers Inspire Sustainability‐Oriented Entrepreneurial Intentions: Unraveling the (In)congruent Effects of Perceived Desirability and Feasibility From the Entrepreneurial Event Model Perspective," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(4), pages 6228-6246, August.
    • Handle: RePEc:wly:sustdv:v:33:y:2025:i:4:p:6228-6246
    DOI: 10.1002/sd.3461
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