Abstract:

Handicrafts portrays Malaysian culture and heritage legacy brought forward from the former generation. However, over the years due to industrial revolution and technological advancement, handicraft industry is affected as well. Entrepreneurship is one of the way forward to preserve and sustain the handicraft industry in the long run. Hence, the aim of this research is to focus on the intention of youngsters to venture into handicraft entrepreneurship as a path to rejuvenate the traditional handicrafts, using Azjen’s theory of planned behaviour (TPB). The current study will extend the existing TPB framework by including digital platform as an additional construct. This research is based on cross-sectional quantitative findings. The target sample for this research are students from The National Craft Institute, Malaysia. This research aims at discovering the entrepreneurial intention among the youngsters to pursue their careers in traditional handicraft business. In line with the fourth industrial revolution, the impact of digital platform will also be emphasized.