Purpose: Framed by social cognition theory, this study examines the impact of environmental factors (e.g. social norms) on students' entrepreneurial self-efficacy (ES) and entrepreneurial intention (EI). Design/methodology/approach: We obtained responses to a survey from 811 senior secondary students in Hong Kong. We then employed structural equation modeling (SEM) to test the proposed hypothesis. We removed non-significant parameters in testing the model and obtained the final SEM. Findings: Among these students, those who were male or spoke English at home showed stronger social norms of entrepreneurship and greater entrepreneurial SE, which was linked to greater EI. Among students perceiving stronger social norms of entrepreneurship, those who lived in private housing or spoke English at school showed greater entrepreneurial intention. Originality/value: The study provides a new social cognitive perspective for examining EI that emphasizes learning and development through the interaction of environmental and cognitive factors. It supplements previous research by demonstrating the significant influence of social norms and the conditional role of parental influence, adding complexity to our understanding of how these factors' interplay.