Promoting sustainable ventures among aspiring entrepreneurs could lead to an effective solution to reduce ecological footprints and help achieve the Sustainable Development Goals. Such an understanding has led to growing attention towards exploring entrepreneurship intentions across different entrepreneurial tiers and types, especially from the sustainability viewpoint. This study aimed at investigating the drivers of sustainable start-up intentions among university students which envision promoting the conservation of natural and ecological resources. This was accompanied by extending the theory of planned behavior to include attitude towards sustainable entrepreneurship and work values. The data set for present work consisted of responses obtained from 650 students pursuing university education in Punjab, Pakistan. The results reveal that attitude towards sustainable entrepreneurship, perceived entrepreneurial desirability and perceived entrepreneurial feasibility complement students’ sustainability-driven entrepreneurial intentions. Environment value, extrinsic reward, intrinsic reward and general self-efficacy indirectly impact sustainability-driven entrepreneurial intentions. The study also reveals a contradictory role of job security inversely driving aspirations of sustainable entrepreneurship among budding entrepreneurs. Findings of the study highlight the importance of work values in the uptake of sustainability-driven entrepreneurship. This study provides insights for promoting sustainable opportunities and discusses the potential for sustainable entrepreneurship development. Moreover, findings also extend the existing literature on sustainable entrepreneurship, work values and uptake of sustainable ventures, and opportunities connected with sustainable ventures.

在有抱负的企业家中促进可持续发展的风险可以导致减少生态足迹并帮助实现可持续发展目标的有效解决方案。这种理解导致人们越来越重视探索跨不同企业家阶层和类型的企业家意图，尤其是从可持续性的角度。这项研究旨在调查大学生中旨在促进自然和生态资源保护的可持续创业意图的驱动因素。这伴随着计划行为理论的扩展，包括对可持续企业家精神和工作价值观的态度。当前工作的数据集包括从巴基斯坦旁遮普邦的650名追求大学教育的学生获得的答复。结果表明，对可持续创业的态度，对企业家的渴望和对企业可行性的看法补充了学生对可持续性驱动的创业意图。环境价值，外部奖励，内在奖励和一般自我效能会间接影响可持续性驱动的企业家意图。这项研究还揭示了工作保障的矛盾作用反过来推动了新兴企业家中可持续企业家精神的追求。该研究的结果突出了工作价值在采用可持续发展驱动的企业家精神中的重要性。这项研究为促进可持续机会提供了见识，并讨论了可持续企业家精神发展的潜力。此外，