How to enhance the entrepreneurial intentions of the young population in rural areas: An approach from personal values and the socioeconomic environment

This study investigates the determinants of entrepreneurial intentions among university students in the rural region of Comarca Sierra Sur, Andalusia, Spain. Using the Theory of Planned Behavior, the analysis reveals that attitudes toward entrepreneurship and perceived behavioral control are significant predictors of entrepreneurial intentions. Positive attitudes and a strong sense of control are closely associated with entrepreneurial intentions, while subjective norms show no significant effect, suggesting that social expectations may function differently in rural areas. Additionally, personal values such as openness to change and self-enhancement positively influence entrepreneurial intentions, whereas conservatism is negatively associated. This research fills a gap in the literature by extending the Theory of Planned Behavior to a rural context, where prior studies have been limited. The findings highlight the need to tailor entrepreneurship policies to the unique characteristics of rural areas and emphasize the importance of personal values and perceived control in fostering entrepreneurship. These insights are particularly relevant for policymakers aiming to stimulate economic development and entrepreneurship in rural regions.