Benevolence and universalism as sustainable entrepreneurship mindset triggers on undergraduate students

ABSTRACT This study’s purpose is to statistically measure the differences between values perception of first- and fourth-year undergraduate students by evaluating the relative importance of the values of the self-transcendence spectrum, universalism, and benevolence as triggers of the sustainable entrepreneur’s mindset. Educating for sustainability means students’ engagement in projects and initiatives that nurture a sustainable mindset. Values do matter when it comes to sustainability focus business. Using the Schwartz human value scale to address values at the heart of education for sustainability, and a sample of 236 undergraduate students, we found evidence that the value of benevolence moves up the scale on the values profile once the fourth-year students are exposed to projects and initiatives that nurture the development of students’ sustainable mindset. Understanding the values profile of undergraduate students should help practitioners, policy makers, and those on the frontlines of entrepreneurial education identify and develop entrepreneurs’ mindsets in addressing sustainable challenges.