Unravelling the Agripreneurial Mindset: Exploring the Interplay of Subjective Norms, Entrepreneurial Orientation, Attitude, Perceived Behavioral Control, and Agripreneurship Intention

Abstract

This study's main objective was to investigate the impact of subjective norms, perceived behavioral control, attitude towards agripreneurship, and entrepreneurial orientation on agripreneurship intention among people with agricultural educational backgrounds. The subjective norms and entrepreneurial orientation were taken as independent variables. In contrast, attitude towards agripreneurship and perceived behavioural control were taken as mediators and agripreneurship intention as the dependent variable. The quantitative research design was chosen for this study, and the survey was conducted with the help of Google Forms from the millennials with an educational background in agriculture, initially with the support of cluster sampling and then with convenience sampling at the final stage. The research questionnaire with a five-point Likert scale was distributed amongst 400 respondents, and 376 responses were received back in accurate format and put forward for further analysis. The results from this study's primary data analysis reveal that subjective norms have a positive and significant relationship with attitudes towards agripreneurship and perceived behavioural control. All these have positive and significant associations with agripreneurship intention and authenticated the hypothesis H1 to H4 and rejected hypothesis (H5) that is between entrepreneurial orientation and agripreneurship intention due to research cultural differences and the mediation relations H6 and H7 were accepted with partial mediation. The study gave insights into the agripreneurship intention factors, including subjective norms, perceived behavioral control, attitude towards agripreneurship, and entrepreneurial orientation, as the finding of this study will direct the stakeholders of the agricultural sector to play a vital role in boosting the economy of the country and how to achieve SDGs relevant to the sustainability for the agricultural sector with enhancing the business activities.