Relationship between psychological influence and entrepreneurial models: a case study of self-created brand apparel

Purpose Exploring the entrepreneurial process, particularly the role of the entrepreneur’s psychological aspect in business models, has been less emphasized in previous research. This study aims to introduce a business model influenced by psychological factors. Design/methodology/approach This study reveals psychological factors in the entrepreneurial process through qualitative interviews, identifying two main categories: negative emotions and moderating effects. This study adopts a grounded theory approach using the constant comparative method, analyzing data through systematic coding procedures. Findings A new theoretical framework, Business Model for Sustainability by Psychology, is established, integrating business processes and psychological factors, and emphasizing the importance of addressing psychological challenges in the success of self-created brands. Furthermore, this study indicates that entrepreneurs are more likely to acquire resources and maintain a positive innovative attitude in a supportive social and cultural environment. Research limitations/implications Future research should expand to include various types of stores and entrepreneurs from different age groups. Expanding the research to include other industries would provide more comprehensive and representative results. Practical implications This research reveals interdisciplinary observations to better support entrepreneurs in facing challenges and promoting the success of entrepreneurial activities. Originality/value The psychological state of entrepreneurs and the social-cultural background are modeled when designing business integration frameworks to enhance the success of entrepreneurship.