Agro-Entrepreneurial Intention among University Students: A Study under the Premises of Theory of Planned Behavior

This study empirically examines how graduate students' attitude, subjective norm, perceived behavioral control, knowledge, and acceptance of agro-business influence student intention to start agro-entrepreneurship and the moderating effect of gender and faculty on the relationship among the factors based on the Theory of Planned Behavior. The study adopted the cross-sectional design from 300 public university students. The results of the study revealed that attitude toward agro-entrepreneurship, perceived behavioral control, and acceptance of agro-entrepreneurial exert a positive and significant effect on agro-entrepreneurial intention among university students. Moreover, the gender-based multiple group analysis revealed that male graduate students accept more agro-business than female students. Thus, policy makers can facilitate the promotion of agro-entrepreneurship among graduate students. Based on Theory of Planned Behavior, this study improves our understanding on university students' agro-entrepreneurial intention in Malaysia. Finally, the discussion, recommendations and conclusion of the study are discussed in the research paper.