From Macro-Rules to Micro-Minds: The Cognitive Mediation of RCEP in Fostering Entrepreneurial Intentions among Vietnamese Tourism Students

This study investigates how awareness of the Regional Comprehensive Economic Partnership (RCEP) influences entrepreneurial intention among Vietnamese tourism students through cognitive and self-efficacy mechanisms. Grounded in Social Cognitive Theory and Institutional Theory, the research proposes that RCEP Awareness ([Formula: see text] affects Entrepreneurial Intention (Y1) both directly and indirectly through Opportunity Cognition (M1) and Entrepreneurial Self-Efficacy (M2), while RCEP Cognitive Level (D1) moderates these relationships. A total of 658 valid responses were collected from tourism students across Vietnam and analyzed using SPSS version 26 and Smart PLS 4.0. Results show that RCEP awareness has a significant positive impact on entrepreneurial intention ([Formula: see text], [Formula: see text]). Both Opportunity Cognition and Self-Efficacy serve as significant mediators, forming a sequential chain between policy awareness and entrepreneurial motivation. Furthermore, the moderating effect of RCEP Cognitive Level strengthens the association between RCEP awareness and opportunity cognition. The model explains 58% of the variance in entrepreneurial intention. These findings highlight the importance of linking macro-level trade policies with micro-level entrepreneurial cognition. The study provides both theoretical insights into the “From Macro-Rules to Micro-Minds” framework and practical implications for entrepreneurship education and policy communication within emerging economies.