Investigating the factors affecting Investment Intention of Rural agrarian investors – Evidence from India

Abstract

The goal of this study is to fill up a knowledge vacuum by identifying the elements that affect rural farmers' investment intentions. With SEM-PLS and a mixed-methods approach, the current study examined the reactions of 350 agrarian rural investors in Punjab (one of India's top three agrarian states). Research examined the antecedents of attitude and found that farmers' investment intentions were influenced by factors such as their level of financial education and self-efficacy, social influence, and their personal traits. According to the conclusions of the study, investors are concerned about their financial knowledge, and their behaviour is also influenced by social pressure and a tendency to take financial risks. A person's personality traits are shown to influence the development of their beliefs, attitudes, and feelings in the study.