Freedom fuels innovation: activating personality through trait activation using blessings of goal-setting freedom for intrapreneurial behaviour

Purpose This study aims to evaluate the activation of personality traits (PTs) as a means of explaining the emergence of intrapreneurial behaviour (IB) in engineers, particularly in response to goal-setting freedom (GSF) cues. Hence, this study proposes and empirically assesses the theoretical model underpinning trait activation theory (TAT), enriching its application by integrating goal-setting theory. Design/methodology/approach The proposed theoretical model was evaluated through a cross-sectional survey of 296 engineers in Pakistan’s textile industry. Testing of hypotheses using analysis of the data was done using partial least squares structural equation modelling (PLS-SEM). Findings The obtained results revealed a positive relationship between the PTs of extraversion, conscientiousness, openness to experience and emotional stability with IB, while agreeableness was not found to have a significant relationship. The situational cue of GSF activated these traits, validating the theoretical model and demonstrating the contextual influence of autonomy on personality expression. Practical implications Granting engineers greater GSF can significantly enhance their IB. Organisations should foster environments that support autonomy to drive innovation, leveraging the intrinsic motivation and creativity of their engineers. This approach can lead to increased innovation, proactive problem-solving and competitive advantage. Originality/value This study contributes to the literature by extending TAT within the textile industry, illustrating how GSF acts as a situational moderator. It bridges gaps in understanding sector-specific dynamics and underscores the role of autonomy in activating PTs to foster innovation, proactiveness and risk-taking behaviours in organisational contexts.