The Influence of Theory of Planned Behavior Framework on Growth Intention and Entrepreneurial Orientation in Sustainable Handicraft Businesses in Indonesia

Purpose: Sustainable use of wetland resources needs to be maximized to improve community welfare, where the key to success lies in entrepreneurial orientation. This study aims to analyze the influence of personal attitude (PA), subjective norms (SN) and perceived behavioral control (PBC) on growth intention (GI) and entrepreneurial orientation (EO). Design/methodology/approach: This study uses quantitative methods where confirmatory factor analysis (CFA) and hypothesis testing are carried out using SmartPLS with 96 purun craftsman respondents in Kampung Purun, Indonesia. Findings: The results show that PA, SN and PBC have a significant effect on GI, while SN, PBC and GI has a significant effect on EO. Meanwhile, PA has no significant effect on EO. Research limitations/implications: This study has strong implications for stakeholders in developing MSMEs and encouraging them to create green products to replace plastic-based products, as well as increasing the economic value of wetland resources. However, this study still has limitations mainly in developing market-oriented entrepreneur-ship from an environmental sustainability perspective, limited survey area only in Kalimantan and unbalanced male and female respondents. Therefore, in future research it is necessary to involve the green entrepreneurial marketing construct, expand the survey to other regions in Indonesia, and expand the types of wetland MSMEs. Originality/value: Many studies that analyze entrepreneurial micro, small and medium enterprises (MSMEs) using the Theory of Planned Behavior (TPB) approach are still fragmented in motivation, gender and culture perspectives. Furthermore, This study has originality in analyzing entrepreneurial orientation from the perspective of the TPB approach and growth intentions.