When subjective norms do not matter: an extended TPB model of social entrepreneurial intentions in Tunisia

Purpose This study aims to investigate the determinants of social entrepreneurial intentions (SEI) among Tunisian university students by integrating the theory of planned behavior (TPB) with individual psychological characteristics – risk-taking propensity, need for achievement and entrepreneurial self-efficacy. Moving beyond prior TPB applications, the authors situate our model within the distinct post-revolutionary Tunisian context and engage explicitly with the SEI literature, including constructs such as prosocial motivation and perceived social support. Design/methodology/approach A quantitative cross-sectional survey was conducted among 587 university students across five major Tunisian universities using stratified random sampling. Data were analyzed using partial least squares structural equation modeling. Measurement scales were validated through a systematic cultural adaptation process, including translation, back-translation, expert review and a pilot test with 42 participants. Findings SEI are primarily driven by entrepreneurial self-efficacy (ß = 0.34, p < 0.001, f² = 0.31), attitude toward social entrepreneurship (ß = 0.21, p < 0.001, f² = 0.15) and perceived behavioral control (ß = 0.18, p < 0.001, f² = 0.12). Risk-taking propensity and need for achievement exert small but significant direct effects. Subjective norms show no significant influence, a finding theoretically explained through post-revolutionary individualization processes in Tunisia. The model explains 64.2% of the variance in SEI. Practical implications Universities should design experiential SEI programs to build self-efficacy. Policymakers should reduce institutional barriers by integrating social entrepreneurship into Tunisia’s National Employment Strategy 2030, supporting student incubators through NGO partnerships and creating seed-funding mechanisms specific to social ventures. Originality/value This study contributes to the underexplored SEI literature in Tunisia by demonstrating how post-revolutionary individualization reshapes classic TPB relationships, particularly the non-effect of subjective norms in a nominally collectivistic culture. Theoretically, this refines TPB by specifying a boundary condition under which subjective norms lose predictive power. It also extends the SEI construct operationalization to include moral obligation and perceived social support dimensions, advancing measurement rigor in this setting.