Entrepreneurial Intention toward OCOP in Rural Vietnam: Evidence from the Theory of Planned Behavior
Keywords:
Entrepreneurial intention, OCOP, Rural development, Social cognitive theory (SCT), Theory of planned behaviour (TPB)Abstract
The study aimed to empirically investigate the factors shaping individuals’ intentions to engage in agro-based entrepreneurship through the One Commune One Product (OCOP) program in rural Vietnam. By developing and testing an integrated theoretical model, the research sought to identify how psychological, personal, and contextual factors interact to drive entrepreneurial motivation in rural settings. A structured questionnaire was administered to 213 respondents, including farmers and potential entrepreneurs residing in various rural communities. The gathered data were systematically analysed using SPSS version 28 to assess the proposed hypotheses and understand the relationships among key variables influencing entrepreneurial intention. Results indicated that attitude holds a significant and positive correlation with individuals’ entrepreneurial intentions under the OCOP initiative (β = 0.372, p < 0.001). However, the remaining scales—subjective norms, perceived behavioural control, environment, behaviour, and personal factors (achievement, innovation, self-efficacy)—did not meet the minimum reliability threshold (Cronbach’s alpha ≥ 0.6), preventing full hypothesis testing. These findings highlight the critical importance of culturally adapted measurement instruments when applying Western-originated frameworks to the Vietnamese rural context. The study underscores the importance of building a comprehensive conceptual framework that explains the determinants of OCOP entrepreneurial objectives. Such a framework provides valuable insights for policymakers, development planners, and support organisations aiming to encourage rural entrepreneurship. Despite its methodological limitations, this study offers a foundational contribution by identifying attitude as a key driver and by revealing the need for context-specific scale development in future OCOP entrepreneurship research.
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