Purpose – The main purpose of this study is to determine how competency-driven entrepreneurship education (CDEE) affects one's entrepreneurial intention (EI) by examining the interplay between entrepreneurial self-efficacy (ESE) and entrepreneurial passion for inventing and founding (EPIF). Additionally, it is one of the pioneer research studies to evaluate parameters related to EI in the public sector universities in the Xinjiang Uygur region of China. Design/methodology/approach – A research sample of 379 students was used to evaluate the constructs' hypotheses. Partial least square-structural equation modelling (PLS-SEM) was employed for the data analysis. Findings – This study indicated that CDEE has a favorable, significant impact on EI. The relationship between CDEE and EI was partially mediated by ESE, but not by EPIF. Originality/value – This study situates CDEE within the Xinjiang Uygur region of China, a unique economic and socio-cultural setting where entrepreneurship is underexplored due to traditional employment preferences, regulatory constraints and limited venture financing. Moreover, self-efficacy is a common mediator; our study advances originality by testing its mediating role alongside EPIF, thereby integrating both cognitive and affective dimensions. This dual-lens framework highlights that in regions like Xinjiang, self-efficacy rather than passion becomes the stronger bridge between CDEE and EI. It is offering a fresh theoretical contribution and practical insight. © 2025 Emerald Publishing Limited
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