DOI: 10.5281/zenodo.15686630
title: The Influence of Entrepreneurial Education on AI-Based Expectancies and Entrepreneurial Intention Among Digital Natives

description: The growth of the global organic food industry over the last two decades has been dramatic. This is evident from rising consumer spending and paying attention to health, environmental concerns, and food safety. As reported by FiBL and IFOAM (2023), the global market for organic food reached a cumulative value of 187 billion USD in 2022, growing annually at close to 10% [1]. The demand for organic vegetables has increased as consumers shift to healthier and more sustainable eating patterns.This trend aligns with SDG 3 (Good Health and Well-being) and SDG 12 (Responsible Consumption and Production), which promote healthy lifestyles and sustainable food systems.

Countries like Germany, France, and the United States have been the market leaders, while Europe and North America have become developed regions. By 2022, the European organic market was worth 52 billion Euros. Moreover, organic food expenditure per capita reached 135 Euros in Denmark and 102 Euros in Switzerland [1]. People in these regions emphasize buying products from organic certifiers and those produced without pesticides and using cruelty-free farming methods.

On the other hand, Indonesia and some other emerging economies are slowly but steadily increasing their organic food consumption. Indonesia's organic food market is still in an early phase of development. However, because of the increased focus on healthy living from middle-class consumers, it has considerable growth potential. The organic food sector in Indonesia is reported to have grown by 12.3% in 2021, out of which organic vegetables constituted around 60% of the entire sales of organic products [2]. However, with less than $5 annually per capita on organic food, Indonesia has a greater challenge than opportunity in promoting the organic market than developed countries.This shows a gap in achieving SDG 10 (Reduced Inequalities) in terms of access to healthy and sustainable food.

Even with the increasing demand for organic vegetables, multiple difficulties inhibit widespread acceptance by Indonesians:





High price premiums: Organic vegetables in Indonesia are often 40-80% more expensive than conventional alternatives [2].




Limited Availability and Accessibility: Rural consumers have limited access to organic products primarily sold in urban supermarkets or online.




Consumer trust in certification: Regarding the credibility and legibility of organic labels, 42% of Indonesian consumers expressed doubts in a BPS survey in 2021 [3].



Food waste remains one of Indonesia's biggest challenges, and vegetables are top of the list. A study showed that vegetables constitute 31% of the most discarded food items, with rice (20%), meat (11%), dairy (10%), and fish (10%) following behind. This enormous waste signifies a resource deficit and adds to the environmental problems as organic waste gives off greenhouse gases when it decomposes.This directly contradicts the targets of SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), which call for waste reduction and the mitigation of greenhouse gas emissions from food systems.



Jika ingin disisipkan juga ikon-ikon visual SDGs atau dirancang sebagai bagian dari slide/publikasi visual, saya bisa bantu buatkan juga.









 










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The Influence of Entrepreneurial Education on AI en-GB.docx

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buatlah deskripisi untuk open data zenodo







 









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Berikut contoh deskripsi open data Zenodo yang dapat Anda gunakan untuk mendeskripsikan dataset dan dokumen Anda berdasarkan dua file yang diunggah (.xlsx dan .docx) dengan struktur akademik dan profesional:



This dataset and research article explore how entrepreneurship education influences the use of Artificial Intelligence (AI) among digital-native university students, particularly in its effect on performance expectancy, effort expectancy, and entrepreneurial intention. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical foundation, the study employs Structural Equation Modeling – PLS-SEM to assess seven mediation pathways.

The dataset (.xlsx) includes anonymized responses from survey participants measuring constructs such as entrepreneurial education, AI usage, performance expectancy, effort expectancy, and entrepreneurial intention. The accompanying article (.docx) provides a comprehensive review of the literature, hypothesis development, methodology, and interpretation of results, emphasizing the significant role of performance expectancy in mediating the relationship between AI usage and entrepreneurial intention.

The findings contribute to expanding the UTAUT framework within entrepreneurship education and provide practical implications for curriculum design in the digital era.

Data Files





The Influence of Entrepreneurship Education, Artificial Intelligence..xlsx: Raw data and computed constructs used in SmartPLS analysis.




The Influence of Entrepreneurial Education on AI en-GB.docx: Full research article including theoretical background, model development, hypothesis testing results, and discussion.



Keywords

Entrepreneurship Education, Artificial Intelligence, Entrepreneurial Intention, Performance Expectancy, Effort Expectancy, UTAUT, Digital Natives, PLS-SEM, Higher Education, EdTech

Funding

This research was supported by Bina Nusantara University (BINUS International Research - Basic) under contract number: 081/VRRTT/IV/2025, dated 25 April 2025.