The role of entrepreneurial motivation in the preference for causal and effectual behaviors: insights from Iran’s ecotourism sector

Purpose This study aims to investigate the role of individual-level antecedents in shaping entrepreneurial approaches, with a specific focus on entrepreneurs’ motivations. It examines what is the effect of different motivations – necessity-driven and opportunity-driven – on the entrepreneurs’ preference for effectual versus causal decision-making logics within the emerging ecotourism industry in Iran. Design/methodology/approach This study uses a quantitative approach to examine the relationship between entrepreneurial motivations and decision-making logics in the context of ecotourism. Data were collected through questionnaires distributed to 114 eco-lodge founders in northern Iran, a region increasingly recognized as a prominent ecotourism destination due to its rich natural resources. Findings The results reveal positive relationships between opportunity-based motivation and four key elements of effectuation: experimentation, affordable loss, flexibility and precommitment. Moreover, the findings suggest that necessity-driven entrepreneurs tend to favor a causal logic, while opportunity-driven entrepreneurs are more likely to use effectuation and less likely to adopt causal logic. Practical implications The findings of this study have several important practical implications for stakeholders in Iran’s emerging ecotourism sector. Insights from this research can guide the development of targeted support programs to help entrepreneurs better navigate environmental uncertainties and seize new opportunities. Ultimately, this approach will enhance management practices and decision-making, contributing to a more resilient and innovative ecotourism industry in Iran. Originality/value While prior research has established the role of environmental factors like uncertainty, there remains limited understanding of why entrepreneurs under similar conditions might choose different logics. This research advances the field by examining how individual differences, particularly motivations, influence the diverse tendencies toward entrepreneurial approaches and by providing a deeper understanding of how various motivations shape decision-making in uncertain environments.