Purpose This study aims to develop a causal relationship model of intention and social entrepreneurial orientation behavior of students in Thailand. Design/methodology/approach This study uses a causal model research methodology with a sample of 315 undergraduate business students majoring in Social Business. The data collection tool is a five-point Likert rating scale. The statistical data analysis applies structural equation modeling. Findings The causal relationship model of intention and social entrepreneurial orientation behavior of students in Thailand is harmonized with empirical data. The harmonization index values are χ2 = 85.22, df = 67, p-value = 0.066, χ2/df = 1.272, RMSEA = 0.029, SRMR = 0.030, GFI = 0.97, CFI = 1.00 and NFI = 0.99. Research limitations/implications This study makes a significant theoretical contribution by extending Theory of Planned Behavior to the context of social entrepreneurship among Thai university students. By identifying the causal relationships between students’ intentions and their social entrepreneurial orientation behavior, this research deepens the understanding of how cognitive, motivational and contextual factors interact to shape socially driven entrepreneurial actions. Social implications This study bridges a gap in the literature by contextualizing these theoretical frameworks within the Thai higher education system, offering a more nuanced understanding of how intention can be a strong predictor of prosocial entrepreneurial behavior in emerging economies. Originality/value These findings serve as a guide for higher education institutions to apply the knowledge gained from this research to develop entrepreneurship education. It also serves as a guideline for instructors to design teaching methods that cultivate graduates with social entrepreneurship skills, empowering them to create opportunities and contribute value to global society.
Pattrawiwat et al. (Thu,) studied this question.