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Keywords: Theory of planned behaviour
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Journal Articles
Social Enterprise Journal (2025) 21 (5): 765–785.
Published: 16 April 2025
... modelling to analyse data collected from 299 tertiary-educated working adults in Malaysia. Findings The research identifies self-identity as the most significant predictor of purchase intention, exceeding the influence of traditional theory of planned behaviour (TPB) factors. The study also reveals...
Journal Articles
Social Enterprise Journal (2025) 21 (5): 709–736.
Published: 27 March 2025
... entrepreneurs using a five-point Likert Scale. Data were analysed using partial least squares structural equation modelling. Findings The findings revealed that factors adopted from the theory of planned behaviour, namely, subjective norms and perceived behavioural control, exert a positive and significant...
Journal Articles

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