Green Entrepreneurship: A New Paradigm for Millennials in Indonesia

Abstract

The number of young entrepreneurs in Indonesia is very low when compared to global data. Meanwhile, environmental issues in Indonesia are in a state of emergency. We are interested in conducting research on millennials as a productive generation and, according to several studies, a generation with high environmental awareness. The purpose of this study is to assess their desire to become environmentally conscious entrepreneurs. The variables used in this study are Green Awareness and Green Knowledge, which will be reflected in their Green Entrepreneurial Behavior via the mediation of Green Entrepreneurial Intention. This study differs from previous studies in that it investigates the millennial generation, not only their desire to become environmentally friendly entrepreneurs, but also their future behavior once they become entrepreneurs. Data was gathered through the use of an online questionnaire, specifically a Google form. Purposive sampling was used, yielding 217 responses from millennials living in and around Jakarta, a metropolitan city known for producing the most young entrepreneurs. The data was processed using PLS-SEM (Partial Least Square Structural Equation Modelling) with SmartPLS 3.2.8. According to the study's findings, improving Green Awareness and Green Knowledge could lead to an increase in environmentally conscious entrepreneurs. The government, educational institutions, and the companies can work together to carry out environmental awareness campaigns and provide environmental knowledge so that future entrepreneurs can become environmentally oriented entrepreneurs