This study aimed to determine the effect ofAttitude Toward SocialAwareness (ATSA), Social Embeddedness (SE), Emotional Intelligence (EI), and Social Innovation (SI) on Social Entrepreneurial Intention (SEI) among Generation Z in Malaysia. This quantitative study encompassed 420 university students chosen by convenience sampling. Data were gathered through a structured questionnaire and analysed utilizing descriptive statistics and Partial Least Squares Structural Equation Modelling (PLSSEM). The results indicated that ATSA (_ = 0.266, t = 3.108, p = 0.001) and SI (_ = 0.578, t = 6.754, p < 0.001) exerted substantial direct influences on SEI. ATSA was determined to have a substantial impact on SI (_ = 0.791, t = 23.552, p < 0.001), whereas SE exhibited a moderate effect on SI (_ = 0.147, t = 2.903, p = 0.002). Furthermore, SI substantially mediated the association between ATSA and SEI (_ = 0.458, t = 6.398, p < 0.001), as well as between SE and SEI (_ = 0.085, t = 2.529, p = 0.006). Non.....

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