Received:
2026-05-12 | Accepted:
2026-08-05 | Published:
2026-09-30
Title
Perceived behavioural control and entrepreneurial intention among unemployed youth in the Eastern Cape: the mediating role of subjective norms
Abstract
This study examines the mediating role of subjective norms in the relationship between perceived behavioural control and entrepreneurial intention among unemployed youth in the Eastern Cape, South Africa, an area marked by persistent unemployment and socioeconomic constraints. Grounded in the Theory of Planned Behaviour, the study employed a quantitative research approach using a cross-sectional survey and purposive sampling to collect data from 248 participants. Structural equation modelling was applied to test the proposed relationships among constructs. The findings indicate that perceived behavioural control has a positive, statistically significant direct effect on subjective norms (β = 0.748; p = 0.001). Subjective norms, in turn, positively and significantly influence entrepreneurial intention (β = 0.449; p = 0.002). Additionally, perceived behavioural control has a significant direct effect on entrepreneurial intention (β = 0.546; p = 0.002). Mediation analysis further demonstrates that subjective norms partially mediate the relationship between perceived behavioural control and entrepreneurial intention, reflecting a complementary indirect effect (β = 0.374; SE = 0.116; 95% CI [0.182, 0.640]; p = 0.001). These results highlight the combined importance of individual control beliefs and social influence in shaping entrepreneurial intention. The study offers practical implications for educators, policymakers, and community programmes by emphasising interventions that strengthen youth agency (skills, self-efficacy, access to resources) and cultivate supportive social norms that legitimise entrepreneurship as a viable pathway to livelihoods and inclusive development.
Keywords
unemployed youth, Eastern Cape, Theory of Planned Behaviour (TPB), entrepreneurship, youth empowerment
JEL classifications
L26
URI
http://jssidoi.org/ird/article/264
DOI
Pages
26-41
Funding
This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License
References
2020-Comparing-Business-Regulation-in-190-Economies.pdf Zhao, H., Seibert, S. E., & Hills, G. (2005). The mediating role of self-efficacy in the development of entrepreneurial intentions. Journal of Applied Psychology, 90(6), 1265-1272 https://doi.org/10.1037/0021-9010.90.6.1265
Search via ReFindit
Ajzen, I. (1991). The theory of planned behavior. Organisational Behavior and Human Decision Processes, 50(2), 179-211 https://doi.org/10.1016/0749-5978(91)90020-T
Search via ReFindit
Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta‐analytic review. British Journal of Social Psychology, 40(4), 471-499 https://doi.org/10.1348/014466601164939
Search via ReFindit
Bowmaker-Falconer, A., Meyer, N., & Samsami, M. (2023). Entrepreneurial resilience during economic turbulence 2022/2023 (GEM South Africa report). Stellenbosch University https://doi.org/10.13140/RG.2.2.34173.06886
Search via ReFindit
Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct. Journal of Personality and Social Psychology, 58(6), 1015-1026 https://doi.org/10.1037/0022-3514.58.6.1015
Search via ReFindit
Diamantopoulos, A., & Siguaw, J. A. (2000). Introduction to LISREL: A guide for the uninitiated. SAGE Publications https://doi.org/10.4135/9781849209359
Search via ReFindit
Eastern Cape Socioeconomic Consultative Council. (2024). Labour market report (2024 Q1) https://www.ecsecc.org/
Search via ReFindit
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behaviour: The reasoned action approach. Psychology Press https://doi.org/10.4324/9780203838020
Search via ReFindit
Gathitu, D. C. W., & Muiru, D. A. (2026). Influence of self-efficacy on entrepreneurial intentions among undergraduate students in Kenya. International Journal of Research and Innovation in Social Science, 10(3), 8465-8472 https://doi.org/10.47772/ijriss.2026.100300606
Search via ReFindit
Haddoud, M. Y., Nowinski, Laouiti, R., & W., & Onjewu, A. K. E. (2024). Entrepreneurial implementation intention: The role of psychological capital and entrepreneurship education. International Journal of Management Education, 22(2) https://doi.org/10.1016/j.ijme.2024.100982
Search via ReFindit
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55 https://doi.org/10.1080/10705519909540118
Search via ReFindit
International Labour Organization. (2020). Global employment trends for youth https://www.ilo.org/sites/default/files/wcmsp5/groups/public/@dgreports/@dcomm/@publ/documents/publication/wcms_737648.pdf
Search via ReFindit
Kautonen, T., van Gelderen, M., & Fink, M. (2015). Robustness of the theory of planned behaviour in predicting entrepreneurial intentions and actions. Entrepreneurship Theory and Practice, 39(3), 655-674 https://doi.org/10.1111/etap.12056
Search via ReFindit
Krueger, N. F., Reilly, M. D., & Carsrud, A. L. (2000). Competing models of entrepreneurial intentions. Journal of Business Venturing, 15(5-6), 411-432 https://doi.org/10.1016/S0883-9026(98)00033-0
Search via ReFindit
Liñán, F., & Chen, Y. W. (2009). Development and cross-cultural application of a specific instrument to measure entrepreneurial intentions. Entrepreneurship Theory and Practice, 33(3), 593-617 https://doi.org/10.1111/j.1540-6520.2009.00318.x
Search via ReFindit
Liñán, F., & Fayolle, A. (2015). A systematic literature review on entrepreneurial intentions. International Entrepreneurship and Management Journal, 11, 907-933 https://doi.org/10.1007/s11365-015-0356-5
Search via ReFindit
Mfazi, S., & Elliott, R.M. (2022). The theory of planned behaviour as a model for understanding culture and entrepreneurial intention. Journal of Contemporary Management, 19(1) https://doi.org/10.35683/jcm20123.133
Search via ReFindit
Mhlongo, Z., Ntshangase, S. D., & Ezeuduji, I. O. (2025). Entrepreneurial intention among youths: The role of entrepreneurial education and passion. Southern African Journal of Entrepreneurship and Small Business Management, 17(1) https://doi.org/10.4102/sajesbm.v17i1.982
Search via ReFindit
Mhlongo, Z., Ntshangase, S. D., & Ezeuduji, I. O. (2026). Youths’ entrepreneurial intention for tourism and non-tourism businesses: The influence of entrepreneurship education and gender. Journal of the International Council for Small Business, 7(1), 207-228 https://doi.org/10.1080/26437015.2025.2469266
Search via ReFindit
Murire, O. T., Makwembere, S., & Ncanywa, T. (2026). The impact of personal attitude, subjective norm and perceived behavioural control on entrepreneurial intention among unemployed youth in a South African township. Southern African Journal of Entrepreneurship and Small Business Management, 18(1) https://doi.org/10.4102/sajesbm.v18i1.1147
Search via ReFindit
Neneh, B. N. (2024). Transitioning from entrepreneurial intention to actual behaviour. International Journal of Management Education, 22(2) https://doi.org/10.1016/j.ijme.2024.100964
Search via ReFindit
Pham, V., Nguyen, T., Nguyen, T., Tran, T., & Nguyen, T. (2023). Subjective norms and entrepreneurial intention: A moderated-serial mediation model. Journal of Entrepreneurship, Management and Innovation, 19, 113-140 https://doi.org/10.7341/20231914
Search via ReFindit
Popoola, O. A. (2025). Innovation environment and entrepreneurial intentions among undergraduate students in Nigeria: The moderating role of entrepreneurial education. Innovation and Development https://doi.org/10.1080/2157930X.2025.2587410
Search via ReFindit
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects. Behavior Research Methods, 40(3), 879-891 https://doi.org/10.3758/BRM.40.3.879
Search via ReFindit
Schlaegel, C., & Koenig, M. (2014). Determinants of entrepreneurial intent: A meta-analytic test and integration of competing models. Entrepreneurship Theory and Practice, 38(2), 291-332 https://doi.org/10.1111/etap.12087
Search via ReFindit
Shahriar, M. S., Hassan, M. S., Islam, M. A., Sobhani, F. A., & Islam, M. T. (2024). Entrepreneurial intention among university students of a developing economy: the mediating role of access to finance and entrepreneurship program. Cogent Business & Management, 11(1) https://doi.org/10.1080/23311975.2024.2322021
Search via ReFindit
Statistics South Africa. (2023). Quarterly labour force survey https://www.statssa.gov.za/
Search via ReFindit
Statistics South Africa. (2024). Quarterly labour force survey: Quarter 4, (P0211) https://www.statssa.gov.za/publications/P0211/P02114thQuarter2024.pdf
Search via ReFindit
Statistics South Africa. (2025). South Africa’s youth in the labour market: A decade in review. Statistics South Africa https://www.statssa.gov.za/?p=18398
Search via ReFindit
Szirmai, A., Naudé, W., & Goedhuys, M. (Eds.). (2011). Entrepreneurship, innovation, and economic development. Oxford University Press https://doi.org/10.1093/acprof:oso/9780199596515.001.0001
Search via ReFindit
Triandis, H. C. (1995). Individualism and collectivism. Westview Press https://doi.org/10.4324/9780429499845
Search via ReFindit
Villanueva-Flores, M., Hernández-Roque, D., Díaz-Fernández, M., & Bornay-Barrachina, M. (2023). Exploring the mediation role of perceived behavioural control and subjective norms. International Journal of Management Education, 21(3), 100865 https://doi.org/10.1016/j.ijme.2023.100865
Search via ReFindit
World Bank. (2020). Doing Business 2020 https://documents1.worldbank.org/curated/en/688761571934946384/pdf/Doing-Business-
Search via ReFindit
Zhao, X., Lynch, J., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206 https://doi.org/10.1086/651257
Search via ReFindit
Zwane, S. (2024). Entrepreneurship interventions and the intentions of youths from poor communities in South Africa. Southern African Journal of Entrepreneurship and Small Business Management, 16(1) https://doi.org/10.4102/sajesbm.v16i1.944
Search via ReFindit
RSS 1.0