EMPOWERING YOUTH ATTITUDE AND PARTICIPATION THROUGH COOPERATIVE KNOWLEDGE

Abstract

Cooperatives serve as a democratic and inclusive business model, offering economic and social opportunities for individuals across all age groups, including youth seeking career development through internships and active participation. Despite substantial financial and non-financial support from governments and their recognized role in socioeconomic development, empirical evidence indicates persistent underperformance in many cooperative sectors. This study investigates how cooperative knowledge shapes youth attitudes and, ultimately, their intention to engage in the cooperative movement. By applying the Theory of Planned Behavior (TPB) as a theoretical lens, we assess how awareness and understanding of cooperatives influence youth perceptions and participation willingness. Data were collected via a structured survey of 200 Malaysian youth, with 147 valid responses analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4.0. The results demonstrate that cooperative knowledge significantly enhances youth attitudes toward cooperatives, strengthening their intention to participate in the movement. Furthermore, subjective norms and perceived behavioral control moderate this relationship, highlighting the importance of social and institutional support. These findings contribute to the literature MALAYSIAN JOURNAL OF CO-OPERATIVE STUDIES 136 on youth engagement in alternative economies and provide actionable insights for policymakers, educators, and cooperative leaders seeking to foster youth involvement.