Between sustainability and innovation: Relations with an entrepreneurial intention in Brazil and Spain

The aim of the research is to investigate the relationship between sustainability and innovation in the entrepreneurial intentions of students from Brazilian and Spanish universities. The research design integrates theoretical frameworks such as the theory of planned behavior, the theory of adaptation-innovation, and sustainability. A quantitative survey was conducted involving 686 university students from the two countries, utilizing Structural Equation Modeling with Multigroup Analysis. The findings revealed significant relationships between the constructs of the theory of planned behavior and the propensity to innovate in entrepreneurial intention. The study also found that attitudes toward sustainability can influence entrepreneurial intentions. However, individuals with a strong sustainability orientation may face challenges when initiating their businesses. The study emphasizes the importance of global higher education institutions promoting environmentally conscious, innovative, and socially aligned studies and practices in entrepreneurship. This can contribute to maximizing the social and environmental benefits generated by entrepreneurs and future entrepreneurs.