The role of subjective norm, attitude and perceived behavior control towards entrepreneurial temporal intention in Pakistan

Abstract

Entrepreneurial activities are limited in developing countries, which indicates a lack of entrepreneurial intention and behavior. The intention is a strong predictor of behavior. It is necessary to develop the intention of youth, specific to multiple time intervals. Among youth, women play a vital role to support the economy in turbulence situations. However, women consider themselves less appropriate for entrepreneurial activities as compared to men. The role of women in entrepreneurial activities is more crucial for a factor-driven country like Pakistan. However, many women are reluctant to participate in economic activities and are less likely to act as a productive human resource in Pakistan. To increase women's participation in entrepreneurial activities, there is a lack of evidence to understand the development process of entrepreneurial temporal intention. Thus, it is more important to examine the psychological factors considering the near and distant future that influences women's entrepreneurial intention. Accordingly, the study aims to measure the influence of attitude, subjective norm, and perceived behavior control on entrepreneurial near-time and distant-time intention of women in Pakistan. This study uses and integrates the theory of planned behavior and temporal construal theory by suggesting entrepreneurial intention in near-time and distant-time intervals. Further, this study examines the mediating role of attitude, perceived behavior control, and entrepreneurial near-time intention between subjective norm and entrepreneurial distant-time intention. Quantitative research with a cross-sectional survey design was adopted. A self-administrative questionnaire was circulated in the universities of Pakistan, where women were enrolled in the business education degree program. A total of 365 questionnaires were collected. Structural equation modeling-partial least square (SEM-PLS) technique is used to analyze the proposed hypotheses. This study found that entrepreneurial near-time intention has a significant influence on entrepreneurial distant-time intention. Additionally, there is a significant influence of attitude, subjective norm, perceived behavior control on entrepreneurial near-time intention. Moreover, subjective norm and perceived behavior control have a non-significant effect on entrepreneurial distant- time intention, although this effect is mediated through entrepreneurial near-time intention. This study helped to understand women's behavioral intention towards entrepreneurship considering near and distant future factor to design intervention, training programs, and reform policy for the workforce. The study contribution is integrating the theory of planned behavior and temporal construal theory by measuring entrepreneurial temporal intention.