The role of personal and social norms in shaping agricultural students' willingness to pursue a career in agriculture

This study addresses the decline in young people choosing agriculture as a career, particularly in Indonesia, amid numerous alternative career options perceived as more attractive or prestigious. The research focuses specifically on students currently enrolled in agricultural programs at higher education institutions. Using a quantitative approach, data was collected through an online questionnaire to examine the influence of personal norms and social norms on the willingness to pursue a career in agriculture. The analysis, conducted using PLS-SEM, demonstrates that both personal and social norms have a significant positive effect on students’ willingness to engage in agricultural careers. These findings emphasize the role of normative factors, including internalized personal values and social influences such as family and peer support, in shaping career intentions. The study suggests that supporting positive attitudes toward agriculture and providing adequate social support can encourage students to maintain long-term interest in agricultural professions.