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Antecedents of Sustainable Agriculture Entrepreneurial Intentions: Extending the TPB With Social Media Influencers
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Author(s): Ahmed Chemseddine Bouarar (University of Medea, Algeria), Smail Mouloudj (University of Medea, Algeria), Hadda Rebbouh (University Kasdi Merbah Ouargla, Algeria), Luidmyla Andriivna Bovsh (Kyiv State University of Trade and Economics, Ukraine), Kamel Mouloudj (University of Medea, Algeria), Larysa Hopkalo (National University of Life and Environmental Sciences of Ukraine, Ukraine)and Alla Rasulova (Kyiv State University of Trade and Economics, Ukraine)
Copyright: 2025
Pages: 26
Source title:
Digitizing Green Entrepreneurship
Source Author(s)/Editor(s): Kamel Mouloudj (University of Medea, Algeria)and Ahmed Chemseddine Bouarar (University of Medea, Algeria)
DOI: 10.4018/979-8-3693-7442-9.ch008
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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.
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