ASSESSING THE INFLUENCE OF ATTITUDE TOWARD ECOPRENEURSHIP AND SUBJECTIVE NORMS ON ECOPRENEURSHIP INTENTION :

Abstract

This study examines the influence of attitude towards ecopreneurship and subjective norns on ecopreneurship intention, with self-efficacy as a mediator and entrepreneurial resilience as a moderator, within the Colombo District of Sri Lanka. Despite growing global attention, empirical studies on the subjective nofins and contextual drivers of ecopreneur intentions in developing economies remain limited. Addressing this gap, the research employed a quantitative approach using a structured questionnaire administered to 400 businesses and aspiring entrepreneurs. Data were analyzed through SPSS and PROCESS macro to test direct, indirect (mediation), and conditional (moderation) effects. Findings indicate that attitude, subjective norrns, self-efficacy, and entrepreneurial resilience are all present at relatively high levels among respondents, reflecting a favorable context for green entrepreneurship. Regression analysis confirmed that attitude and subjective nonns significantly and positively influence ecopreneurship intention, while also enhancing selfefficacy. Mediation analysis revealed that self-efficacy partially mediated the relationship befween attitude and intention but did not significantly mediate the link between subjective nofins and intention. Furthernore, entrepreneurial resilience was found to significantly moderate the relationships, suggesting that individuals with higher resilience rely less on attitudinal or social pressures when forming ecopreneurial intentions. The study contributes to the literature by integrating psychological and resilience-based perspectives into the Theory of Planned Behavior. Practically, the findings provide valuable insights for policymakers, educators, and support institutions to design interventions that strengthen self-efficacy and resilience, thereby promoting sustainable entrepreneurship in Sri Lanka's urban context. Keywords: Ecopreneurship intention, attitude, subjective norms, self-fficacy, entrepreneurial resilience.