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Given that business opportunities for sustainable development are increasing, it is opportune to consider the moderating effects of students’ sustainability orientations on the entrepreneurial intention model. This study aims to contribute to entrepreneurial intention research by extending insights from the theory of planned behaviour (i.e. attitudes towards behaviour, subjective norms, perceived behavioural control) by considering the moderating effects of sustainability orientation. To date, no known studies have tested the moderating effects of sustainability orientation on entrepreneurial intention. The main contributions of this study are thus twofold. First, it provides a framework for better understanding the entrepreneurial intention model. Second, it offers empirical evidence to validate this model with a multi-group structural equation modelling approach for two sustainability orientations – high and low. The multi-group structural equation modelling approach is then used to test the proposed model’s causal structure. The results differ between the groups.

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The current tendency to use cell phones or other mobile devices for healthcare purposes offers a huge opportunity to improve public health worldwide. In that direction, mobile devices make it easier to offer coaching services through text/video messages, to support individuals trying to break addictions such as smoking. Given that use of such services is still low in France and other countries, it is important to have greater understanding of what leads users to adopt them. Therefore, we propose and validate an explanatory model for the intention to adopt a mobile coaching service to help people to stop smoking. This chapter uses the concepts of vicarious innovativeness, social influence, perceived monetary value, perceived enjoyment, and perceived irritation.