Investigation intention of entrepreneurial marketing focusing on the effects of the post-modern environment

The intent and behavior of entrepreneurial marketing is influenced by the environment around them, but in most entrepreneurial studies that are cognitive-based, the role of the environmental factor is neglected. In this study, the aim of the study was to examine the direct, indirect and modifying effects of the institutional environment on entrepreneurial marketing intent, based on North economics institutional theory and the theory of planned behaviors, an entrepreneurial marketing cognitive model. Descriptive-correlational research was conducted. Data were collected by a questionnaire from a sample of 400 entrepreneurship management students from Tehran's public universities. The content validity of the questionnaire was reviewed and verified by a team of experts. Validity and reliability of the structures were also measured by model estimation. The results showed that entrepreneurial attitude and perceived behavior control with entrepreneurial marketing intention have a positive and meaningful relationship. Also, the results showed that the institutional environment is indirectly related to the entrepreneurial intention of entrepreneurship and control of perceived behavior with the intention of entrepreneurial marketing. These findings suggest that policymakers and decision-makers should more than once focus on creating the right conditions for entrepreneurship in the country and try to address the pressures and environmental barriers facing potential entrepreneurs.