The Role of Subjective Norms in the Formation of Entrepreneurial Intention: The Case of a Matrilineal Society

The consideration of intention holds significant importance within the entrepreneurial process for individuals who are contemplating the initiation of a new business venture. It is the pre-self-employment contemplative process. The primary aim of this study is to examine and substantiate Ajzen’s theory of planned behaviour model, specifically exploring the predictive nature of personal attitude, subjective norms and perceived behavioural control in relation to entrepreneurial intention. Another part of this article will investigate and analyse the specific role that subjective norms play in the formation of the entrepreneurial intention of the youth within the context of a matrilineal society. The study pertains to 929 undergraduate and postgraduate students studying in various colleges and universities of Meghalaya. Statistical techniques such as path analysis, ANOVA and regression analysis are employed in the study. The findings of the study show that personal attitude and subjective norms have a significant effect on entrepreneurial intention. Furthermore, it has been revealed that the kinship system has an impact on subjective norms.