Cognitive and Social Drivers of Sustainable Entrepreneurial Intentions: The Roles of Artificial Intelligence Propensity, Risk Awareness, and Subjective Norms

Abstract

Sustainable entrepreneurship has emerged as a critical driver of long-term economic resilience and innovation in the digital era. This study examines how artificial intelligence (AI) propensity and risk awareness influence entrepreneurial alertness and, subsequently, sustainable entrepreneurial intentions among university students. Using a quantitative design, data were collected from 377 students in Türkiye using a structured questionnaire and analyzed using structural equation modeling and PROCESS Macro. The findings indicate that AI propensity positively predicts both risk awareness and entrepreneurial alertness, while these cognitive factors significantly enhance sustainable entrepreneurial intention. Moreover, subjective norms strengthen the relationship between entrepreneurial alertness and intention, highlighting the importance of social context in shaping sustainability-oriented entrepreneurial behavior. By integrating cognitive and social drivers within a digital sustainability framework, this study contributes to the growing literature on AI-enabled sustainable entrepreneurship. The results offer practical implications for universities and policymakers seeking to foster sustainability-driven entrepreneurial ecosystems through AI-focused education and awareness-building initiatives. This study investigates how artificial intelligence propensity influences entrepreneurial alertness and sustainable entrepreneurial intentions among university students, while examining the mediating role of risk awareness and the moderating role of subjective norms.