Purpose The purpose of this paper is to present a “moderated-mediation model” covering the nexus between entrepreneurial self-efficacy (ESE) and entrepreneurial intentions (EIs) by comparing an emerging market (China) and a mature market (Spain). By drawing on the theory of planned behaviour and self-efficacy, this study theorizes that entrepreneurial creativity (EC) and attitudes towards entrepreneurship (ATE) mediate the relationship between ESI and EIs; moreover, entrepreneurial education (EE) moderates these relationships. Design/methodology/approach This research employs a survey-based methodology and uses a 37-item questionnaire for a total sample of 808 student respondents from both countries. Further, the study employs the structural equation modelling and confirmatory factor analysis to test the proposed hypotheses. Findings The results indicate that EC and ATE positively mediate the relationship between ESI and EI. Further, with EE, individuals can efficiently develop EC to successfully nurture their EIs, regardless of their countries’ economic maturity. Practical implications Being able to identify the importance of EC and education for future entrepreneurs is of definite concern for all the business eco-system: from intentions of young entrepreneurs to governments; new levers, facilitators and approaches, e.g. policies will be able to be adopted. Originality/value This research provides valuable insights on the importance of EC and education in the determination of EIs in two very distinct markets for the first time.