Unravelling the Drivers of Entrepreneurial Intention Among College Students: The Role of Entrepreneurial Education, Attitude, Self-Efficacy, Subjective Norms, and Innovation Orientation

Abstract

Entrepreneurship has emerged as a key driver of economic growth, innovation, and employment generation. Fostering entrepreneurial intention among college students should be a strategic priority for higher education institutions, as it encourages innovation, self-employment, and economic development. This study explores the influence of Entrepreneurial Education, Subjective Norms, Entrepreneurial Self-Efficacy, Innovation Orientation, and Entrepreneurial Attitude on Entrepreneurial Intention among college students. The study also investigates the mediating role of Entrepreneurial Attitude in the relationship between Entrepreneurial Education and Entrepreneurial Intention. A descriptive and analytical research design with a quantitative approach was adopted. Primary data were collected from 272 undergraduate and postgraduate students enrolled in selected arts and science colleges in North Kerala, using a structured questionnaire. Structural Equation Modelling was used to test the proposed conceptual framework and hypotheses. The findings reveal that Entrepreneurial Education significantly enhances Entrepreneurial Attitude. At the same time, the Entrepreneurial Attitude positively influences Entrepreneurial Intention, confirming its mediating role. Entrepreneurial Self-Efficacy emerged as the strongest predictor of Entrepreneurial Intention, followed by Entrepreneurial Attitude, Subjective Norms, and Innovation Orientation. The structural model explained 22.4% of the variance in Entrepreneurial Attitude and 68.5% of the variance in Entrepreneurial Intention. The study concludes that entrepreneurial intention among college students is shaped by a combination of educational, psychological, social, and innovation-related factors. The findings offer important insights for policymakers, higher education institutions, and entrepreneurship educators in designing effective entrepreneurship education programmes that foster entrepreneurial mindsets and encourage venture creation among young graduates.