Understanding Entrepreneurship in Relationship to Gender-role Orientation in South Africa

When investigating entrepreneurship, research reveals that there is a need to shift the debate from traditional categorizations based on biological sex to classifications based on gender role orientation (GRO). Apart from evaluating the relationship between GRO and entrepreneurial intentions (EIs), in terms of the theory of planned behaviour (TPB), the moderating influence of implicit person theories (IPT) is examined. The study takes place in South Africa, with a sample size of 415. Partial least-squares structural equation modelling (PLS-SEM) is used to evaluate the hypotheses. Results indicate that individuals do not necessarily correspond to masculinity when considering EIs but instead hold a predominant feminine GRO. Policymakers should focus on developing realistic and relatable role models across all gender groups. The article offers unique insights into the novel topic of GRO and EIs from an African emerging market perspective.