Understanding the Gig Economy in Manipur : Behavioural Intentions of Gen Y and Gen Z

: Manipur is home to a highly skilled population, yet unemployment remains a persistent challenge, prompting many individuals to seek alternative income sources. Gig work, including freelancing, videography, writing, and other flexible occupations, has emerged as a viable solution for financial stability and family support. This study explores the factors influencing gig economy participation in Manipur through the Theory of Planned Behaviour (TPB). It reveals that individual attitudes and perceived behavioural control are key drivers of the intention to take part in gig work, while subjective norms have a minimal impact. The analysis shows higher participation rates among males and significant involvement from Generation Z, with educated individuals mostly in urban areas. Although demographic characteristics do not significantly affect intentions, the model explains 60% of the variation in intentions, highlighting the importance of personal attitudes in driving participation in the gig economy