Agripreneurial intents among South Indian youth: the role of entrepreneurial orientation, mediated by agribusiness attitude

Purpose Agripreneurship is pivotal in transforming the agricultural sector, fostering rural development and addressing global challenges such as food security and rural unemployment. Previous literature highlights a lack of interest among youth in agribusiness. This study aims to identify the glass ceiling factors influencing the entrepreneurial behavior of young Indians in agribusiness. Design/methodology/approach The study targeted Indian youth aged 15–29 years, selected through purposive sampling. A standardized questionnaire was administered, and 453 valid responses were analyzed using Smart PLS 4 for partial least squares structural equation modeling to test the hypothesized associations. Findings The study found that risk-taking and innovation are significantly associated with attitude, while autonomy and risk-taking positively influence intention. Attitudes towards agripreneurship among youth have a strong and favorable mediating effect on intention. Research limitations/implications This study proposes the agripreneurship orientation theory, integrating Entrepreneurial orientation and the theory of planned behavior. Originality/value The correlation between risk-taking and innovation is shaped by an individual's attitudes and intentions towards agribusiness. The educated and unemployed female adolescents demonstrate a favorable mindset and possess aspirations to develop agribusiness in the future. The results are obtained by analyzing the cultural, economic and social contexts or regional settings of young people in South India, which have not been investigated in prior research conducted from an Indian perspective.