Nursery entrepreneur intention towards being an orchid entrepreneur

Abstract

Nowadays, the orchid business gains attention as it has become one of the high-value ornamental flowers and has increased the country's economy. It also generates a lot of business and jobs, since the government and non- governmental agencies are very involved in this field. This industry creates an opportunity for nursery entrepreneurs to join and become orchid growers as Malaysia already export orchid RM11.9 million in the year 2015. However, some people refuse to take high risks by growing an orchid flower as it is very sensitive and needs intensive care. The government should give knowledge and awareness to the nursery entrepreneur about the orchid industry to attract them into this industry because low risks business would not give a big return in the future. This research use Theory of Planned Behavior (TPB) to study the relationship between attitude, social norms, and perceived behavior control towards the intention of the nursery entrepreneur being an orchid entrepreneur. Lastly, data analysis is done by doing descriptive analysis and Pearson's correlation analysis.