Decoding agripreneurship: understanding the factors that shape entrepreneurial intentions in agriculture using the theory of behavioural control

Wee, Wei En Gabriel and Ting, Irving Shou Hui (2024) Decoding agripreneurship: understanding the factors that shape entrepreneurial intentions in agriculture using the theory of behavioural control. Journal of Agribusiness Marketing (Malaysia), 12. pp. 72-82. ISSN 2289-5671

Utilizing the Theory of Behavioral Control as a conceptual framework, this study investigated the variables that drove individuals to pursue agripreneurship. Agripreneurship, defined as the application of entrepreneurial concepts to agricultural practices, had garnered interest as a means of achieving both food security and sustainable economic growth. The Theory of Behavioral Control underscored the significance of perceived control over behavior in influencing intentions and actions. A quantitative approach was employed in the investigation. Prospective entrepreneurs were interviewed using a quantitative method to assess their perceived behavioral control and identify the specific variables that exerted a significant influence on their choice to pursue agripreneurship. The results yielded valuable insights into the factors impacting individuals' decisions to embark on agripreneurial ventures. By examining the relationship between perceived behavioral control and entrepreneurial aspirations, while considering both covert and overt variables, the study contributed to the existing body of research. The findings served as a valuable lesson for policymakers, educators, and support organizations, highlighting the importance of enhancing perceived control elements to motivate and assist potential agripreneurs. Stakeholders could design targeted interventions aimed at improving people's perceptions of control and fostering an environment conducive to successful agripreneurship, drawing insights from the factors that influenced individuals' decisions to enter the field

Full text available from: Official URL: https://www.fama.gov.my/documents/20143/0/Decoding...

Abstract

Utilizing the Theory of Behavioral Control as a conceptual framework, this study investigated the variables that drove individuals to pursue agripreneurship. Agripreneurship, defined as the application of entrepreneurial concepts to agricultural practices, had garnered interest as a means of achieving both food security and sustainable economic growth. The Theory of Behavioral Control underscored the significance of perceived control over behavior in influencing intentions and actions. A quantitative approach was employed in the investigation. Prospective entrepreneurs were interviewed using a quantitative method to assess their perceived behavioral control and identify the specific variables that exerted a significant influence on their choice to pursue agripreneurship. The results yielded valuable insights into the factors impacting individuals' decisions to embark on agripreneurial ventures. By examining the relationship between perceived behavioral control and entrepreneurial aspirations, while considering both covert and overt variables, the study contributed to the existing body of research. The findings served as a valuable lesson for policymakers, educators, and support organizations, highlighting the importance of enhancing perceived control elements to motivate and assist potential agripreneurs. Stakeholders could design targeted interventions aimed at improving people's perceptions of control and fostering an environment conducive to successful agripreneurship, drawing insights from the factors that influenced individuals' decisions to enter the field

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Item Type:	Article
AGROVOC Term:	agriculture
AGROVOC Term:	entrepreneurship
AGROVOC Term:	human behaviour
AGROVOC Term:	economic growth
AGROVOC Term:	socioeconomic aspects
AGROVOC Term:	food security
AGROVOC Term:	capacity development
AGROVOC Term:	rural development
AGROVOC Term:	sustainable development
Geographical Term:	Malaysia
Uncontrolled Keywords:	Agripreneurship; entrepreneurial intentions; behavioural control
Depositing User:	Nor Hasnita Abdul Samat
Date Deposited:	23 Feb 2026 04:53
Last Modified:	23 Feb 2026 04:53
URI:	http://webagris.upm.edu.my/id/eprint/2662

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