Fostering sustainable entrepreneurship in higher education: The role of creativity and university support

This study investigates the determinants of entrepreneurial intention (EI) among university students, focusing on the interaction between perceived creativity aptitude (PCA), attitude toward entrepreneurship (ATE), and perception of university support (US). Drawing on the theory of planned behavior, we test a structural equation modeling framework using data from 419 students enrolled in public and private universities in Tunisia. The findings reveal that PCA significantly enhances EI both directly and indirectly through its influence on ATE. Moreover, students’ perceptions of US moderate the relationship between creativity and EI, emphasizing the critical role of institutional ecosystems in fostering entrepreneurial potential. This research contributes to the entrepreneurship literature by demonstrating the combined influence of individual creativity and US, and by providing actionable insights for higher education institutions. The results are particularly relevant for policymakers and educators in developing countries seeking to promote sustainable entrepreneurship and bridge the gap between academic preparation and entrepreneurial outcomes.