This study investigates the factors influencing the behavioral intention of Universiti Pendidikan Sultan Idris (UPSI) academic staff toward investing in the financial market, extending the Theory of Reasoned Action (TRA) by incorporating knowledge and awareness as additional variables. The survey measured attitude, subjective norms, knowledge, and awareness among 300 respondents chosen using a random sampling technique. The data were analyzed through exploratory factor analysis, Pearson correlation, and multiple linear regression using SPSS (Version 26.0). The results reveal significant relationships between attitude, subjective norms, knowledge, and awareness with the behavioral intention toward investing in the financial market. Knowledge and awareness are important because they influence how staff perceive investment risks and benefits, which in turn affects their willingness to invest. Specifically, the Pearson correlation shows a strong negative relationship between attitude and b.....

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