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Vol. 7 No. 3 (2026): March

Impact of Financial Literacy on University Students' Entrepreneurial Orientation in Khulna City

https://doi.org/10.35912/joste.v7i3.3095

Abstract

Purpose: This study aims to examine the relationship between financial literacy and entrepreneurial orientation among university students in Khulna City, Bangladesh.

Methodology: This quantitative study collected primary data from 250 students across public and private universities in Khulna, Bangladesh, using stratified and convenience sampling. A self-administered questionnaire with a 5-point Likert scale was used to collect data. The data were analyzed using correlation and regression techniques.

Results: The results indicate a significant positive correlation of .807 between financial literacy and entrepreneurial orientation. The regression analysis shows that financial literacy has 35.5% explanatory power on entrepreneurial orientation.

Conclusions: This study demonstrates that financial literacy significantly enhances students’ entrepreneurial orientation, explaining 35.5% of its variance. The findings highlight the importance of integrating financial education into higher education to support entrepreneurship and economic growth.

Limitations: The primary limitation of this study is its sample size, with most respondents from Khulna University. Data collection was conducted online, and broader participation required more time and resources.

Contributions: Overall, the findings suggest that improving university students' financial literacy can play a pivotal role in strengthening their entrepreneurial orientation, contributing to a more dynamic and resilient economy.

Keywords

Awareness Entrepreneurial Financial Goal Knowledge Literacy

How to Cite

Hossain, J., Kona, F. A., & Zaman, Z. (2026). Impact of Financial Literacy on University Students’ Entrepreneurial Orientation in Khulna City. Journal of Sustainable Tourism and Entrepreneurship, 7(3), 289–302. https://doi.org/10.35912/joste.v7i3.3095

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Author Biographies

Jarif Hossain BRAC, Dhaka, Bangladesh

Jarif Hossain is a Senior HR Officer at BRAC, specializing in employee life cycle management, organizational policy implementation, and employee benefits management. Before joining BRAC, he served as an HR Partner at REDX Logistics Limited, where he worked as an HR Generalist. Jarif holds a Bachelor’s Degree in Human Resource Management (BBA) and a Master’s Degree in Finance (MBA) from Khulna University, along with a Postgraduate Diploma in Human Resource Management (PDG-HRM) from the Bangladesh Institute of Management. He also completed an internship at Akij Jute Mills Ltd., where he gained hands-on experience in compensation management. Jarif's professional achievements include successfully transitioning manual HR practices to automated systems and contributing to enhancing technical expertise within his organization. His research interests include the adaptation of artificial intelligence (AI) in HR, strategies for employee skill development, and promoting financial literacy to guide investments for a balanced and secure future.

Farhana Amin Kona Bangladesh University of Professionals, Dhaka, Bangladesh

Farhana Amin Kona is a Lecturer of management at Army Institute of Business Administration Savar. She holds MBA in Human Resource Management from Khulna University and a Bachelor’s Degree in Human Resource Management from Khulna University, Bangladesh. She has several notable publications in occupational health and safety, green human resource management, environmental knowledge and employee behavior. Currently, she is working on sustainability reporting, ESG accountability, and financial literacy, with a focus on promoting sustainable development and economic growth in developing countries.

Zona Zaman BRAC, Dhaka, Bangladesh

Zona Zaman is a Senior HR Officer at BRAC, contributing to policy implementation and employee engagement initiatives. She holds a Master’s Degree in Business Administration (MBA) from the Asian Institute of Technology (AIT), Thailand, supported by the prestigious Royal Thai Government King's Scholarship, and a Bachelor’s Degree in Human Resource Management from Khulna University, Bangladesh. She has several notable publications in occupational health and safety, corporate social responsibility, and employee behavior. Her current research interests lie on sustainability reporting, ESG accountability, and financial literacy, with a focus on promoting sustainable development and economic growth in developing countries.

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors

1 . Jarif Hossain
BRAC, Dhaka, Bangladesh
2 . Farhana Amin Kona
Bangladesh University of Professionals, Dhaka, Bangladesh
3 . Zona Zaman
BRAC, Dhaka, Bangladesh

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Vol. 7 No. 3 (2026): March
Section: Articles
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