Attitude over norms: Reevaluating the dominance of attitude in shaping entrepreneurial intentions among higher education students in Global South Countries

Abstract

This study investigates the combined influence of entrepreneurial education and personality traits on the entrepreneurial intentions of higher education students in Global South countries, where entrepreneurship is key to economic growth. Utilizing the Theory of Planned Behavior (TPB), the research analyzes data from 596 students through Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy Set Qualitative Comparative Analysis (fsQCA). The findings reveal that positive attitudes towards entrepreneurship are the most significant predictor of entrepreneurial intentions, while subjective norms and perceived behavioral control do not have a significant impact. Personality traits such as locus of control and proactive personality positively influence intentions via attitude, while a high need for achievement surprisingly has a negative effect. Although entrepreneurship education enhances attitudes, it does not significantly alter perceived behavioral control or subjective norms. Incubation resources, on the other hand, increase perceived behavioral control but do not influence attitudes. The study challenges traditional TPB assumptions in the context of Global South countries and emphasizes the importance of fostering positive entrepreneurial attitudes through targeted educational and policy interventions. It also suggests that high achievers may be deterred from entrepreneurship due to the associated risks, favoring more stable and lucrative career options.