Understanding Entrepreneurial Behavior: A Humanistic Perspective on Orientation, Self-Efficacy, Risk, and Intention

Abstract

Anchored in a humanistic and behavioral framework, this research assesses the psychological and sociocultural factors shaping the entrepreneurial intention (EI) of aspiring and nascent entrepreneurs in Pakistan. With a mixed-methods design, the study combines the quantitative results from a structured survey administered to 100 entrepreneurs with qualitative data from 10 in-depth semi-structured interviews. Quantitative data processing through entrepreneurial self-efficacy (ESE), innovation orientation (IO), opportunity recognition (OR), and risk propensity (RP), along with descriptive statistics and Pearson correlations, regression confirmed ESE as the strongest predictor of EI; RP was found to moderate the ESE–EI link. Qualitative thematic evaluation revealed further relevant findings, including emotional resilience, social capital, learning from failure, and purpose beyond profit, that add deeper complexity to the emerging economy entrepreneurship ecosystem. This study contributes to existing literature on entrepreneurship by introducing an unprecedented context-sensitive model that blends cognitive, emotional, and dispositional factors, which alters the perception of entrepreneurial intention. This study presents results from a humanistic dual framework approach, applied through mixed methods, to develop robust, psychologically grounded strategies for entrepreneurial advancement, targeting educators, policymakers, and support institutions.