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Keywords: Subjective norms
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Journal Articles
Journal of Advances in Management Research 1–21.
Published: 11 February 2026
... and bullish, and study aims to explore investors’ motives to invest in the stock market. The study aims to develop a model incorporating attitude and subjective norms from the theory of planned behaviour (TPB) along with expected return, dividends and financial literacy in investigating the motives...
Journal Articles
Journal of Advances in Management Research (2024) 21 (1): 20–43.
Published: 23 October 2023
... and perceived behavioural control towards sustainable entrepreneurship. Whereas sustainable development goals knowledge (SDGK) negatively impacts attitude and PBC. Out of the three key factors of TPB used in the study, only the subjective norm negatively affects SEI among the respondents. Research...
