How does moral identity impact social entrepreneurship intention through social capital and self-efficacy?

Purpose Grounded in social cognitive career theory (SCCT), this study examines the influence of moral identity on social entrepreneurship intention (SEI) among university students, focusing on the underlying mechanisms of this relationship through the serial mediating roles of social capital and entrepreneurial self-efficacy. Design/methodology/approach The study draws on data collected from 392 third- and fourth-year undergraduates at universities in Vietnam, a Confucian-influenced emerging economy. Partial least squares structural equation modeling (PLS-SEM) was applied to test the serial mediation model. Findings The results indicate that moral identity has a significant positive effect on SEI, both directly and indirectly. Specifically, social capital and entrepreneurial self-efficacy partially mediate this relationship, with evidence supporting a sequential mediation effect wherein moral identity enhances social capital, which in turn boosts self-efficacy and ultimately increases SEI. Practical implications The findings highlight the critical role of higher education institutions in nurturing students’ moral identity and facilitating social entrepreneurship. Recommendations include integrating value-based service-learning projects into academic curricula to build social networks and foster self-confidence in social impact initiatives. Originality/value This study advances theoretical understanding by extending SCCT to the field of social entrepreneurship and empirically validating its relevance in a Confucian cultural context. It offers novel insights into how personal and socio-cognitive factors interact to shape students’ intention to engage in socially oriented ventures.