Planned Behavior Theory and Graduates’ Behaviors towards Agricultural Entrepreneurship in Tanzania

Abstract

This study investigated about graduates’ behaviors towards agricultural entrepreneurship in Tanzania using planned behavior theory. The study used the cross-sectional survey design with a sample of 600 graduates who completed bachelor's degrees between 2018 and 2022 in six regions in the country. The study used a questionnaire as source of data. The study tested several hypotheses to establish the relationships among studied variables. The study revealed a significant positive relationship between attitude and entrepreneurial aspirations among young individuals in the agricultural sector. There is a mediating effect of knowledge regarding agriculture on the relationships between attitude and intention to pursue agricultural entrepreneurship. Furthermore, there is a mediating effect of knowledge regarding agriculture on the relationships between perceived behavior control and intention to pursue agricultural entrepreneurship. Therefore, it is essential to design programs that nurture positive attitudes toward agricultural entrepreneurship among the graduates, incorporating elements of education, mentorship and exposure for a successful agricultural entrepreneurship. The government should strengthen knowledge-based initiatives, leveraging educational programs, access to information and technological resources to empower graduates in translating their behavior into entrepreneurial intentions.