The modern apprenticeship system is an essential strategy for human resources development in China. It is the institutional carrier for training high-level technical and skilled talents. Based on the perspective of the Theory of Planned Behavior (TPB), a survey of 495 first-year college students’ willingness and behavior to participate in modern apprenticeship in N vocational college in Jiangsu Province found that perceived benefits, prescriptive norms, exemplary norms, external conditions, and self-efficacy have significant positive effects on college students’ willingness to participate in modern apprenticeship. Behavioral willingness and external conditions have a significant positive impact on college students’ participation in modern apprenticeship. Situational factors have a significant positive moderating effect on college students’ willingness and behavior to participate in modern apprenticeship. For this reason, the article proposes the following actions to push on modern apprenticeship. We should establish a high-quality employment security mechanism to enhance the inherent attraction of modern apprenticeship, attach importance to career planning education to improve students’ self-cognition, pay attention to career cognition education to enhance students’ career development awareness, improve the modern apprenticeship “1+X” certificate system to enhance college students’ sense of academic achievement. © The Author(s) 2024.
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