Subjective Norms Research Articles

What drives crowdfunding intentions of artist-entrepreneurs? – Evidence from Norway

Crowdfunding has been proclaimed as a new fundraising channel offering multiple benefits to artist-entrepreneurs, yet its use has been surprisingly underwhelming. The study examines the determinants of artist-entrepreneurs’ intentions to use crowdfunding in fundraising for their projects. It does so by suggesting and testing a model combining classical antecedents of intentions adopted from the theory of planned behaviour (i.e., attitudes (ATT), subjective norms (SUBN), perceived behaviour control (PBC), and self-efficacy (SELE)), and aspects specific to creative and artistic work (i.e., conventionality of creative work and the size of existing fanbase (FAB)). The analysis employs survey data collected from artist-entrepreneurs in Norway. Findings show that while ATT towards crowdfunding and SUBN are positively associated with crowdfunding intentions, SELE and PBC are not. Moreover, non-conventionality of creative work and FAB are positively associated with SELE and PBC, though they are not significantly associated with ATT and SUBN. These results remain stable even when controlling for sub-sectoral affiliations of artists based on the type of creative work they do.

Entrepreneurial Intention Among Management Students of Butwal Sub-Metropolitan City

Purpose: This study aims to investigate the factors influencing entrepreneurial intention among management students in Butwal Sub-Metropolitan City, and explore key determinants such as personal attitude, subjective norms, perceived behavioral control, and leadership capacity. Methods: Data were collected through surveys from 388 respondents out of 13093 management students analyzing their perceptions and intentions toward entrepreneurship through questionnaire methods using a five-point Likert scale method. The study used the Theory of Planned Behavior as a theoretical framework. Results: The study reveals that positive personal attitudes and strong perceived behavioral control significantly enhance entrepreneurial intention while subjective norms and leadership capacity also play crucial roles. The study explores the importance of entrepreneurial education in shaping future entrepreneurs despite numerous challenges, including high interest rates and limited market opportunities. Conclusion: The study emphasizes the need for understanding how management students in a Nepalese context perceive and intend to engage in entrepreneurial activities to cultivate entrepreneurial mindsets in emerging economies. The study highlights the need for the implementation of targeted policies and educational programs effectively to pave the way for creating conducive environment for entrepreneurship among students.

Integrating Perceived University Support and Theory of Planned Behavior in Determining Entrepreneurship Intention among Student

Based on the Theory of Planned Behavior, this study investigates how perceived university support influences entrepreneurship intention through the mediating variables of attitude, subjective norms, and perceived behavioral control. Using a quantitative approach with 188 Generation Z student respondents from Jakarta, data was collected via online questionnaires and analyzed with SEM using SmartPLS 4. The results show that perceived university support significantly affects attitude toward behavior, subjective norms, and perceived behavior control. However, its impact on entrepreneurship intention is only significant when mediated by attitude and perceived behavioral control, while subjective norms show no significant indirect effect.

The effect of academic librarians’ trust and relationships on their knowledge-sharing practice using the theory of planned behaviour

This study investigates how trust and relationships influence knowledge-sharing practices among academic librarians in Malaysia. Drawing on the Theory of Planned Behaviour (TPB), the research examines how trust affects librarians’ attitudes, subjective norms, and perceived behavioural control, ultimately shaping their intentions and knowledge-sharing behaviours. Using a quantitative approach, data were collected from librarians in selected public and private university libraries in the Klang Valley region of Malaysia. The findings reveal a significant positive impact of trust and relationships on librarians’ willingness to share knowledge. The study also highlights that trust and positive relationships can indirectly influence knowledge-sharing practices by first shaping librarians’ attitudes, perceptions of social pressure, and confidence in their ability to share knowledge effectively. These results emphasize the importance of fostering a supportive library culture to promote knowledge sharing. Practical steps for libraries to cultivate such an environment are discussed, including (e.g. team-building activities and training programmes). Finally, the implications of these findings are explored, offering valuable insights for future research and library management practices.

Personality Intolerance of Ambiguity in Planning and Developing Bumdes Behavior

This study aims to examine the influence of psychological factors on the behaviour of planning and developing illage-owned enterprises (BUMDes) with the aim of increasing village original income (PADesa). The factors studied include belief in the usefulness of BUMDes, attitude, subjective norm, perceived behavioural control, interest, as well as the moderating role of ambiguity ntolerance. Primary data was collected through questionnaires distributed to respondents, and data analysis was conducted using the structural equation modelling (SEM) approach using the partial least squares (PLS) technique through WarpPLS software. The results showed that all hypotheses proposed were supported, with a negative influence from intolerance of ambiguity. The implication of this study is that cognitive theory, along with the Theory of Planned Behaviour (TPB), can be used to understand and explain the behaviour of planning and developing BUMDes so as to increase village original revenue.

The theory of planned behavior explored in entrepreneurial intentions among university students in Shandong province, China

This study, based on the Theory of Planned Behavior (TPB), aims to explore the entrepreneurial intentions of university students in Shandong Province, China, and analyze the major factors influencing these intentions. Structural Equation Modeling was applied to data collected from 680 students across five universities in Shandong Province. The findings reveal that attitudes, subjective norms, and perceived behavioral control significantly influence the students’ entrepreneurial intentions. Specifically, a positive attitude towards the outcomes of entrepreneurship emerged as the strongest factor influencing their intentions, indicating that positive perceptions and expectations of entrepreneurship significantly enhance students’ entrepreneurial inclinations. Perceived behavioral control also showed a strong influence, suggesting that enhancing students’ self-efficacy and awareness of accessible resources is crucial for fostering entrepreneurial intentions. However, the influence of subjective norms was weaker, which may relate to specific cultural and social environmental factors. This study not only provides an empirical basis for entrepreneurship education and policy-making in Shandong Province and beyond but also offers new insights into the application of TPB in the field of entrepreneurship research.

Faktor–Faktor Yang Memengaruhi Intensi Berwirausaha Pertanian Siswa SMK Agribisnis Di Kabupaten Cianjur

Cianjur Regency is one of the areas that relies on agriculture as a support for the economy and welfare of its people. In 2020, the number of poor people in Cianjur Regency decreased, allegedly due to increasing financial prosperity. Simultaneously, the number of entrepreneurs in Cianjur Regency has increased quite rapidly. This then suggests that one of the reasons for the increasing financial welfare of the people of Cianjur Regency is entrepreneurship. The majority of the population in the productive class aged 15-19 years who are currently studying at vocational high schools (SMK) are important capital for advancing agriculture in Cianjur Regency through entrepreneurship. The aim of this research is to analyze the factors that influence the agricultural entrepreneurship intentions of Agribusiness Vocational School students in Cianjur Regency. Determination of the sample in this study used proportionate stratified random sampling. The analytical method used is descriptive analysis and PLS-SEM analysis. The research results show that the factors that influence the agricultural entrepreneurship intentions of Agribusiness Vocational School students in Cianjur Regency are attitudes towards behavior, subjective norms and behavioral control. This research suggests that collaboration between the government, schools and universities is needed so that vocational school students maintain and improve the factors that can influence entrepreneurial intentions.

Determinants of Circular Economy Behavioural Intentions Among Malaysian Youth: Investigating The Roles of Structural, Socio-Psychological, and Communication Factors in the Digital Marketplace

This study explores the influence of structural, socio-psychological, and communication factors on circular economy behavioural intentions among young adults in Malaysia. Employing a cross-sectional quantitative survey methodology, data were collected from 220 respondents aged 18-40. The findings reveal weak positive correlations between the examined factors and circular economy adoption intentions. Structural factors, which encompass cultural and relational aspects of social structure; socio-psychological factors, including attitudes, subjective norms, and perceived control; and communication factors, such as bi-directional communication and opinion seeking, all play a role in shaping young adults' intentions to engage in circular economy practices. However, the weak correlations indicate that a comprehensive approach targeting multiple factors may be necessary to effectively promote circular economy adoption. The study highlights the need for future research to explore the interplay between these factors and investigate potential moderators and mediators that may strengthen the relationship between the studied variables and circular economy behavioural intentions. The findings contribute to the understanding of the drivers behind circular economy behavioural intentions and provide valuable insights for policymakers and organisations aiming to foster sustainable practices among young adults in the digital marketplace. The study underscores the importance of adopting a holistic approach that addresses structural, socio-psychological, and communication factors to create an enabling environment for circular economy engagement. Keywords: Circular economy, communication, youth, Malaysia, digital marketplace.

Pushing the Boundaries of Food Product Innovation Acceptance: A Case of Radical Ready-to-Eat Food Product Innovation in Malaysia

This study examines the impact of food neophobia and food innovation on Malaysian consumer attitudes, subjective norms, perceived behaviour control, and consumer behaviour intention towards ready-to-eat (RTE) foods. Additionally, this study investigates the mediating effects of food innovation, attitude, subjective norms, and perceived behaviour control on the relationship between food neophobia and consumer behaviour intention. A quantitative cross-sectional study was used whereby an online survey was developed and disseminated via social media platforms to all Malaysian consumers aged 18 years and above from October 2023 to January 2024. A total of 321 valid responses were used for hypothesis testing using SPSS and MPlus software. This study found eleven out of nineteen proposed hypotheses were statistically significant. Food neophobia directly influences food innovation, attitude, subjective norms, and perceived behaviour control. More importantly, this study found the significant influence of attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Findings from this study contribute to the RTE food behavioural studies by incorporating the theory of planned behaviour and stimulus-organism-response models. This study also introduces attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Results from the integrated model provide a more comprehensive understanding of the impact of food neophobia and food innovation on consumer attitude, subjective norms, perceived behaviour control, and behaviour intention. Findings underline the importance of RTE food producers exploring young consumers as the new markets for their products.

Modelling Behavioural Factors Affecting Consumers’ Intention to Adopt Electric Aircraft: A Multi-Method Investigation

Electric aircraft are seen as a key option for reducing the environmental footprint of the aviation industry. This research aims to identify the factors that influence Turkish air travellers’ intentions to adopt electric aircraft by building upon the theory of planned behaviour (TPB). A structured online survey was developed to gather cross-sectional data from 217 air travellers using convenience sampling. The data were analysed through a multi-method approach, including structural equation modelling (SEM) for sufficiency analysis and necessary condition analysis (NCA) for necessity analysis. The findings reveal that attitudes, subjective norms, perceived behavioural control, personal moral norms, and green trust positively correlate with the intention to adopt electric aircraft, whereas perceived risk has a negative correlation. Moreover, the NCA indicates that attitudes, subjective norms, perceived behavioural control, personal moral norms, environmental knowledge, and green trust are necessary conditions for the intention to adopt electric aircraft, reinforcing these results. This study is the first empirical attempt to investigate the formation of the intention to adopt electric aircraft, built on both sufficiency and necessity logics.

Navigating Health-Related Crises: Unraveling the Role of Confidence in Tourism Recovery in Shaping Sustainable Strategies for Tourists’ Intentions across Pandemic Phases

The COVID-19 pandemic has severely impacted global tourism, raising the need for sustainable recovery strategies. This study examines how tourists’ confidence in tourism recovery (CTR) influences travel intentions across different pandemic phases—outbreak, stabilization, and conclusion. Positioned within the Theory of Planned Behavior (TPB), the research explores the mediating role of CTR in the relationships between attitude, subjective norms, perceived behavioral control, and travel intention. Using structural equation modeling (SEM), multi-group analysis (MGA), and Importance–Performance Matrix Analysis (IPMA), this study assesses changes in travel behavior during each pandemic phase. Data were collected through three surveys conducted in major Chinese cities between late 2022 and early 2023. The findings reveal that CTR significantly mediates the influence of behavioral factors on travel intention, especially during the stabilization and conclusion phases. The IPMA results highlight key areas for intervention, with CTR, perceived behavioral control, and subjective norms varying in importance across phases. This research underscores the need for adaptive and sustainable strategies to strengthen traveler confidence, offering practical insights for supporting long-term resilience and growth in the tourism industry during and beyond health-related crises.

The Perception of Health Belief and Vaccine Valence Towards Domestic Tourist Intention to Travel during COVID-19 Pandemic

This research investigates health risk perception and vaccine valence as factors that affect Malaysian intention to engage in domestic vacations. An online survey was created with Google Forms and distributed to a sample of 265 domestic travellers at least 18 years of age in May and June 2021; this is when the nationwide vaccine program started in Malaysia. The result indicates that vaccine valence risk perception was a significant factor in affecting domestic vacation intention. Only perceived behavioural control and subjective norms mediated the relationship between health risk perception and domestic vacation intention. Overall, vaccine valence risk perception tested significantly with all constructs in this study due to the various factors, especially the timing of data collection where the data collection was carried out amid the national vaccination program. Hence, the vaccine is now perceived as a hope for many as the solution to the current pandemic problem. It indicates that domestic vacationers will return once vaccinated and when tourism sectors are open for business and resume their regular operation. These findings extend the body of knowledge for the theory of health belief and theory of planned behaviour in predicting tourist intention to travel during a pandemic. Findings also indicate the positive impact of vaccine valence on the tourist's intention to travel, which provides a glimpse of future tourist behaviour when facing similar uncertainties.

Extended Theory of Planned Behavior Model to Predict Factors Affecting the Behavior of Eating Halal Food (Case Study of Santri Tahfidz Pondok Pesantren Al Muayyad Surakarta)

This study examined the characteristics that impact tahfidz students' food choices at Al Muayyad Islamic Boarding School in Surakarta, particularly halal food intake. This is quantitative descriptive research. Halal food purchases are mainly influenced by the Extended Theory of Planned Behavior model. Awareness, behavioral habits, religious self-identity, moral commitments, and trust also affect this technique. The sample included Al Muayyad Islamic Boarding School pupils memorizing the Qur'an. Data collection techniques with random sampling method through distributing questionnaires. Furthermore, the data analysis technique uses the SPPS version 26.0 application with multiple linear regression tests. Moral obligation has a significant positive effect on halal food consumption behavior, subjective norm or subjective norm has a significant negative relationship. Other components or factors, do not have a significant influence on the decision to consume halal food for students even though they have a positive relationship.

Factors Driving Individuals’ Attitudes toward Sugar and Sweet-Tasting Foods: An Analysis within the Scope of Theory of Planned Behavior

Public health authorities are undertaking initiatives aimed at reducing sugar intake because it is linked to detrimental health outcomes. Individuals’ attitudes and intentions toward sugar can be significant factors affecting intake. Therefore, we here aimed to evaluate individuals’ attitudes and intentions toward sugar intake by combining the theory of planned behavior with different frameworks. Accordingly, we developed an online questionnaire and reached 940 participants. We observed that subjective norms (β = −0.140; p < 0.001) and perceived behavioral control (β = −0.138; p < 0.001) as defined in the theory of planned behavior significantly affected attitude. Subsequently, examining the effect of attitude (β = −0.209; p = 0.018) and intention (β = 0.717; p < 0.001) on sugar intake showed that intention had a positive effect, whereas attitude had no significant effect. Mediation analysis showed that attitude influenced sugar intake through intention (β = −0.286; p = 0.001). Furthermore, we determined that components including habits, perceived understanding, perceived nonautonomy, negativity, and apathy can affect attitude toward sugar intake (p < 0.001). Analyzing the effects of sociodemographic factors revealed that sugar intake was lower in individuals with food allergies (p < 0.05). In conclusion, these findings suggest that the theory of planned behavior, when combined with different frameworks, can be effective in predicting sugar intake and individuals’ intentions.

Unveiling Indian farmers’ adoption of climate information services for informed decision-making: a path to agricultural resilience

ABSTRACT Amidst the intensifying ramifications of climate change on economic conditions, there exists an imperative for farmers to adopt climate forecast information in agricultural decision-making proactively. The research employed an extended theory of planned behaviour to examine the factors influencing farmers’ intentions to incorporate climate information in their decision-making process. Data from 343 male farmers in India were collected using a multi-stage sampling technique and analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that attitude, subjective norms, perceived behavioural control, perceived benefits and epistemic values significantly and positively affect the farmers’ intention to use climate forecasts in making informed decisions in farming. The findings carry significant importance for advancing adaptation strategies within the agricultural sector, calling for essential measures like fostering the development of farmers’ associations and promoting fruitful collaboration in climate prediction initiatives. Such actions are instrumental in equipping farmers with the necessary tools and knowledge to tackle climate-related challenges and ensure sustainable agricultural practices effectively.

Norma Sosial dan Kepatuhan Pajak

The purpose of this study is to explore the role of social norms in tax compliance in Indonesia. This study draws on Cialdini & Trost, (1998), taxonomy of social norms to descriptive norms, injunctive norm, subjective norm and personal norm. Hypotheses this study is regarding the direct and indirect influences of social norms. This study use 128 participants, the participants are college students who took courses in taxation dan SMEs management and they had business activities. The hypotheses testing in this study used SEM (Structural Equation Modeling). The SEM analysis tool used SEM PLA (Partial Least Squares) WarpPLS 7.0. Result of the path analysis show that descriptive norm, injunctive norm, subjective norm each have a direct influence on tax compliance. Descriptive norms are indirectly influence to tax compliance through injunctive norm and subjective norm. Subjective norm direct influence but not indirect influence on tax compliance. personal norm are not directly influence to tax compliance

EXPLORING INTEREST GEN Z INVESTMENT IN THE STOCK MARKET: STUDIES EMPIRICAL IN SURABAYA CITY

This study is for learning attitude, subjective norms, and perception control behavior, which can influence interest in investing Surabaya students in the capital market. The research uses quantitative methodology. Besides that, the method of taking a purposive sample was used for the retrieval process sample. Data was collected through a distribution questionnaire to 110 respondents from University Ciputra and the University Airlangga who have invested in the capital market. An online questionnaire was used to collect data. Online questionnaires refer to Google Forms as a medium for filling out questionnaires. The collected data was processed using the Partial Least Square method with the analysis software SmartPLS 3, which aims to test the connectedness between variables. Testing this shows that attitude, subjective norms, and perceived behavioral control have significant connections to interest investment students in Surabaya City in investing in the stock market. Implications study this is to encourage the Indonesian Stock Exchange as a regulator, companies as intermediary trading shares, and companies engaged in the finance field to collaborate to give education and insight into investment shares among students.

Impact of theory of planned behavior based intervention on breastfeeding patterns of the mothers with preterm infants: a randomized trial

BackgroundThe birth of a preterm infant is considered a crisis for the mother and the family. Given the significance of breastfeeding for these high-risk infants, failure to initiate and maintain exclusive breastfeeding in this group of infants is a prevalent and serious problem. The aim of this research was to investigate the impact of Theory of Planned Behavior based intervention on breastfeeding patterns of the mothers with preterm infants: a randomized trial.Materials and methodsThis study is a field trial conducted in Isfahan, Iran in 2021–2022. It included 72 mothers of late preterm infants, divided into the intervention (n = 36) and control (n = 36) groups. The intervention group received four training sessions focused on breastfeeding patterns based on the Theory of Planned Behavior. Before, immediately after, and two and four months after the intervention, the constructs of the Theory of Planned Behavior related to breastfeeding patterns were assessed using a researcher-made questionnaire, and the infant’s breastfeeding pattern was recorded. Statistical analysis was performed using SPSS version 19, g repeated measures ANCOVA, Bonferroni post hoc test, and chi-square test.ResultsThe results indicated that immediately after the intervention, as well as two and four months later, the mean scores for attitude (P < 0.001), subjective norms (P < 0.001), perceived behavioral control (P < 0.001), and behavioral intention (P < 0.001) were significantly higher in the intervention group than in the control group. Additionally, the results showed that, the rate of breastfeeding immediately, two months, and four months after the intervention was significantly higher in the intervention group than before the intervention (P < 0.001). However, in the control group, the rate of breastfeeding immediately, two months, and four months after the intervention was significantly lower than before the intervention (P < 0.001).ConclusionInterventions based on the Theory of Planned Behavior can improve exclusive breastfeeding in late preterm infants by changing the attitudes, subjective norms, perceived behavioral control and the behavioral intentions of the mothers of preterm infants.Trial registration“IRCTID: IRCT20210524051392N1”, 13/06/2021.

Potential of Students to Become Entrepreneurs in the Chemical Industry

Chempreneurs are revolutionary entrepreneurs who have been trained at a chemistry faculty. They are expected to find innovative solutions for current challenges to the chemical industry, such as sustainability. Innovative chemical entrepreneurship is the art of commercialising innovations from chemistry for a broad audience outside the classroom. Innovative ideas that are implemented with societal relevance offer the potential for individuals/graduates to generate income and promote the economy, thus offering students the opportunity to lay the foundation for a career with innovations developed in class. The probability of a German chemistry student founding a company is 54% lower than for the average German student. Previous studies show the potential effects of social capital, the subjective norm, motives and barriers for chemistry students in Germany. In this study, we tested these hypotheses by implementing entrepreneurship education. Two surveys, one before class and one with a one-week delay, were conducted with first- and third-semester chemistry bachelor students at the Fresenius University of Applied Sciences in Idstein, Germany. We conducted the surveys to understand how students view chemistry career opportunities through entrepreneurship and how to change this mindset. Finally, we propose a pedagogy to introduce/expand entrepreneurship in chemistry and discuss approaches for future research.

A Study on the Cognitive, Normative, and Affective Factors That Enhance the Pro-Environmental Behaviors of Consumers in the Context of Drone Food Delivery Services

The current study examined consumers’ sustainable behavior in the context of eco-friendly drone food delivery services. It thus focused on the cognitive triggers, normative factors, and affective triggers in forming pro-environmental intentions. This study more specifically developed a comprehensive framework that included cognitive triggers, which included environmental awareness, ascribed responsibility, biospheric value, environmental concern, and perceived effectiveness, personal norm, and affective triggers, which included positive anticipated emotion and negative anticipated emotion, subjective norm, and pro-environmental intentions. The 312 samples were randomly extracted through an online survey company in Korea, which targeted individuals who have dined out within the last six months. A theoretical model that included mediation and causal hypotheses was proposed and tested by conducting structural equation modeling. The data analysis results indicated that the four dimensions of the cognitive triggers, such as ascribed responsibility, biospheric value, environmental concern, and perceived effectiveness, positively affect personal norm, and consequently have a positive effect on positive anticipated emotion. In addition, subjective norm aids in regards to enhancing personal norm and pro-environmental intentions. The study consequently contributes knowledge that addresses the acknowledged research gap and provides practical suggestions for green marketing strategies in regards to promoting the services.