PurposeThe study aims to shed light on the role of university support (US), environmental concern (EC) and Sustainable Development Goal knowledge (SDGK) in forming students' intention (SI) to engage in sustainability-driven entrepreneurship. The authors attempted to blend the theory of planned behaviour (TPB) and social cognitive career theory (SCCT) as a potentially useful theoretical base for sustainability-driven entrepreneurial intention (SDEI) development.Design/methodology/approachThe responses were collected from university students in India using a self-administered questionnaire. Confirmatory factor analysis (CFA) and partial least squares structured equation modelling (PLS-SEM) are used to examine the data.FindingsThe university support strongly influences students' attitudes towards sustainable entrepreneurship (ATT) and outcome expectations (OEs). Also, the degree of understanding about SDGs among students was alarmingly low, which has crucial negative consequences for future SDG achievement.Practical implicationsThe findings of this study may assist academicians and environmental strategists in deciding the crucial factors influencing SI to start a sustainable business. The study highlights the importance of universities in promoting entrepreneurial sustainability decisions.Originality/valueThis research will add value to the prevailing literature in the area of sustainable entrepreneurship as it explores the effects of environmental concern, SDGK and the role of US on sustainable entrepreneurial intention (EI) among Indian engineering students.

PurposeThis study aims to investigate the smart city millennials’ willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social media and environmental concern (EC), using the theory of planned behavior.Design/methodology/approachThe authors used a self-administered questionnaire to gather data from 337 millennials living in an Indian smart city, and analyzed them using PLS-SEM.FindingsThe authors found that both EC and social media influence millennials' attitude and purchase intention (PI). The PI so formed, in turn, has both a significant and positive influence on the WTP for TFPs.Originality/valueTo the best of the authors' knowledge, the study is possibly pioneering, especially in the Indian context, as it considers the theory of planned behavior (TPB)'s perspective on millennials of a smart city with respect to TFP. Besides, data on the willingness to pay premium vis-à-vis the social media influence have also shed light on the contexts' uniqueness.

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