| This study examines parents’ viewpoints from the B40 socioeconomic group about their beliefs and attitudes towards early childhood care and education (ECCE). |
| This study examines parents’ viewpoints from the B40 socioeconomic group about their beliefs and attitudes towards early childhood care and education (ECCE). An online survey was conducted with 382 respondents, chosen via snowball sampling, and analysed using SmartPLS 4. The results indicate that epistemic and hedonic values impact both attitudes and the perceived relative advantage of ECCE, but utilitarian and monetary values alone influence attitudes. Social values exclusively influence the perceived relative advantage. Parents’ perspectives on ECCE are predominantly influenced by epistemic ideals, although their social intents, such as word-of-mouth endorsements, are affected by perceived behavioural control and subjective norms. The research highlights the significance of relative advantage in influencing re-patronage and word-of-mouth intentions. The resulting data will assist in the formulation of inclusive, evidence-based ECCE strategies that align with national education goals and equitable access principles. |
