Unlocking Financial Saving: An Investigation into the Relationship between Attitude, Social Norms, and Behavioral Control on Saving Intentions among University Students in Sabah

Abstract

Saving is an important habit and together with proper financial planning are crucial in ensuring a comfortable living after retirement. Based on the Theory of Planned Behaviour (TPB), this study attempted to investigate the relationship between independent variables, attitude towards saving, subjective norm and perceived behavioural control over saving, dependent variable, intention towards saving. A quantitative approach was taken and data were collected using questionnaires. The respondents were current students of a public university in Sabah. A total of 257 samples were collected and the data were analyzed using Statistical Package for Social Science (SPSS). The results showed that there were significant and positive relationship between independent variables, attitude towards saving and subjective norm, and dependent variable, intention towards saving. However, the study did not find any significant relationship between perceived behavioural control over saving and intention towards saving. The results of this study supported the findings of previous research on TPB that there were positive relationship between the independent variables and dependent variable. Keywords: Saving, financial planning, Theory of Planned Behaviour.