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The objective of this paper is to examine and contribute a better understanding of individual attribute and potential rural entrepreneur intention toward involvement in the aquaculture sector. The previous study on potential rural indicates the challenges of rural development in terms of sustaining communities and attracting tourists. Thus, this paper intends to fill in the gaps within the boundary of rural attributes in the entrepreneurship’s sustainability. Quantitative research methodology has been adopted to achieve this goal. Data were collected by using research instruments of questionnaire participated by 200 respondents in a rural area in Kelantan. Statistical analysis used with SPSS tools. As part of the paper, the sustainability performance of potential rural entrepreneurs in the aquaculture industry also is highlighted. Study on aquaculture that regards to the entrepreneurship intervention programs is still scarce as most of them depend on social security such as government aid to lead their life.

THE CONCEPT OF RELATIONSHIP BETWEEN INDIVIDUAL ATTRIBUTES AND INTENTIONS OF POTENTIAL RURAL ENTREPRENEURS IN AQUACULTURE INDUSTRY