Abstract: Under the strategy of rural revitalization, college students from “second-generation farming” families are considered a crucial group for driving rural entrepreneurship due to their deep familiarity with rural life and natural alignment with traditional rural values. However, the proportion of such students returning to their hometowns to start businesses remains relatively low, constrained by factors such as limited self-awareness, insufficient knowledge, and deeply rooted traditional beliefs. A survey of college students with farming backgrounds reveals that personal factors, family influence, rural environmental challenges, and policy limitations are significant barriers to their entrepreneurial endeavors. Case studies of successful entrepreneurial efforts among this group highlight that a strong emotional connection to their hometown serves as a key driver in overcoming challenges and reducing perceived entrepreneurial risks. Therefore, it is essential to not only enhance their entrepreneurial competencies and improve the rural entrepreneurial environment but also to cultivate and strengthen their sense of attachment to their hometowns. This dual strategy can effectively encourage “second-generation farming” college students to return to rural areas, contribute to rural revitalization, and advance sustainable development in these communities.

Key words: “second-generation agricultural” college students, entrepreneurship, dilemma, route