The AI-Green Entrepreneurship Nexus: How ChatGPT Adoption Drives Sustainable Business Intentions

Abstract

This study examines the impact of ChatGPT adoption on green entrepreneurial behavior (GEB) through the mediating roles of green entrepreneurial alertness (GEA), intentions (GEI), and passion (GEP). Grounded in the Resource-Based View, Alertness Theory, Theory of Planned Behavior, and Self-Determination Theory, the research proposes a model where AI tools like ChatGPT serve as strategic resources for sustainability-driven ventures. A quantitative, cross-sectional design was employed, with data collected from 450 entrepreneurship students in Gujranwala, Pakistan, using validated scales for all constructs. The findings highlight AI’s dual role in fostering cognitive (opportunity recognition), motivational (intention formation), and affective (passion cultivation) drivers of green entrepreneurship. The study contributes to literature by integrating AI and sustainability entrepreneurship, offering practical insights for educators, policymakers, and entrepreneurs seeking to leverage ChatGPT for eco-friendly ventures. Limitations include the use of a student sample and cross-sectional data, suggesting future research should explore longitudinal effects and diverse entrepreneurial populations.

Keywords: ChatGPT, green entrepreneurship, entrepreneurial alertness, entrepreneurial intentions, entrepreneurial passion, AI adoption