Antecedents of Sustainable Agriculture Entrepreneurial Intentions

Abstract

This chapter explores the antecedents of sustainable agriculture entrepreneurial intentions, extending the Theory of Planned Behavior (TPB) by incorporating the influence of social media influencers. A self-administered paper questionnaire was distributed using a convenience sampling method, resulting in 134 valid responses. Statistical analysis revealed that all examined factors—attitudes, subjective norms, perceived behavioral control (PBC), and social media influencers—significantly impact behavioral intentions toward sustainable agricultural ventures. These findings underscore the importance of leveraging social media influencers to promote sustainable practices in agriculture, suggesting that targeted interventions can enhance entrepreneurial intentions in this domain. The study contributes to the literature by integrating contemporary social media dynamics into traditional behavioral theories, providing valuable insights for policymakers and educators aiming to foster sustainable entrepreneurship.