Purpose This study aims to identify the factors that influence the entrepreneurial intention of Ecuadorian university students at the Casa Grande University, drawing on the Theory of Planned Behavior (TPB) as the main analytical framework. Design/methodology/approach A quantitative research design with a correlational scope was employed. Data were collected through a survey administered to 468 university students. Partial least squares structural equation modeling was used to examine the relationships between behavioral, normative and control beliefs, personal attitude, subjective norm, perceived behavioral control, actual behavioral control, social support (as an exploratory exogenous variable), entrepreneurial behavior and entrepreneurial intention. Findings The results indicate that personal attitude, perceived behavioral control and actual behavioral control are the strongest predictors of entrepreneurial intention. In contrast, subjective norms, social support and entrepreneurial behavior do not show statistically significant relationships with entrepreneurial intention, suggesting a limited direct influence of social and experiential factors in this context. Practical implications The findings suggest that entrepreneurship education initiatives should prioritize the development of positive entrepreneurial attitudes and perceived behavioral control, while also addressing contextual and social factors that may constrain students’ entrepreneurial intentions. Originality/value This study contributes empirical evidence on entrepreneurial intention among university students in an underexplored Latin American context. By applying the TPB framework to the Ecuadorian higher education setting, the findings enhance understanding of how cognitive and control-related factors shape entrepreneurial intention under conditions of economic uncertainty.
Valencia-Arias et al. (Mon,) studied this question.