Abstract
Before entrepreneurial behavior occurs, individual personality traits have a very important impact on the formation of entrepreneurial willingness. The purpose of this research is to explore the entrepreneurial intention, practice, and management path of college graduates in a green development environment. In this study, three dimensions of green entrepreneurial traits (risk propensity, ecological values, and social responsibility) and three dimensions of green entrepreneurial motivation (fame and fortune motive, spiritual motive and responsibility motive, and green entrepreneurial intention) are determined, and a questionnaire is compiled. Then, the questionnaire survey data of college graduates is collected, and a structural equation model is constructed. The influence of risk tendency, ecological values, and social responsibility on green entrepreneurship motivation is studied in turn, and the influence of fame and fortune motive, spiritual motive, and responsibility motive on green entrepreneurship willingness is explored. Finally, the mediating role of the three dimensions of green entrepreneurial motivation in the influence of green entrepreneurial traits on green entrepreneurial willingness is tested. The study finds that the average score of families with entrepreneurial experience was 4.0526. The average score of families without entrepreneurial experience was 3.6463, and the significance index was at the level of 0.001. The same results as previous scholars have appeared, that is, students with entrepreneurial family background have stronger (green) entrepreneurial willingness. Green entrepreneurship creates green value through green products or services, drives green consumption, leads green values, and contributes to the sustainable development of society and ecology.