Role model and entrepreneurial intention in the rural context

The present study aims to identify the mediating effects of subjective norms, perceived behavioral control, and entrepreneurial attitudes on the relationship between role models and entrepreneurial intentions. It was conducted in a rural context in Colombia, where we analyzed 1037 questionnaires completed by individuals enrolled in tertiary education programs through the Universidad en el Campo program. A structural equation model was developed, and the bootstrapping sampling method was utilized to estimate robust parameters. The results indicate that both subjective norms and perceived behavioral control mediate the relationship between role models and entrepreneurial intentions. The key contribution of this study is the analysis of entrepreneurial intentions within the framework of the theory of planned behavior, specifically in Colombian rural context, a region characterized by poverty, marginality, and civil war. Investigating this relationship in such a context provides insights that address previously inconclusive findings.