From values to ventures: a person–environment fit approach to sustainable entrepreneurship in Vietnam

Purpose – This study aims to investigate how collectivistic personal values (i.e. conservation and self-transcendence) shape sustainable entrepreneurial intentions (SEIs) in Vietnam. Moreover, it explores the mediating role of sustainable entrepreneurial opportunity recognition (SEOR) and the moderating role of sustainable entrepreneurship education (SEE) in this process. Design/methodology/approach – Guided by person–environment (P–E) fit theory, a survey of 405 students was analyzed using structural equation modeling. Findings – Students with strong conservation and self-transcendence values are more likely to recognize sustainable entrepreneurial opportunities. SEOR mediates the link between these values and SEIs. SEE strengthens the relationship between SEOR and SEIs. Originality/value – This study contributes to sustainable entrepreneurship research by integrating collectivistic values and education within a P–E fit framework in an emerging economy context. The findings offer practical insights for educators and policymakers aiming to foster sustainability-driven entrepreneurship in collectivist societies.