Entrepreneurs stand out as agents for strengthening local economies because of their power to promote economic growth linked to their businesses. Investigating the formation of Entrepreneurial Intention (EI) is crucial to understanding the whole process of entrepreneurship. Based on Schwartz's Theory of Human Values (TVH) (2001) and Ajzen's Theory of Planned Behaviour (TCP) (1991), the aim of this study was to identify the influence of human values and planned behaviour on the EI of university students from eleven educational institutions in the south-west region of Paraná. The research universe comprised 3rd and 4th year students on face-to-face administration programmes. The PCT-based model was able to explain 51.1 per cent of the variance in EI, which is an average value compared to the values found in previous research, which vary between 20 per cent and 65 per cent. The added human values model was able to explain 51.8 per cent of the variance in EI. This research also highlighted the regionality factor, enabling future comparative studies between Brazilian states and regions.