Women’s entrepreneurial intention in Taiwan: unpacking the interplay of role models, knowledge, passion and cognitive antecedents

Purpose This study aims to unpack the effects of role models, entrepreneurial knowledge, and entrepreneurial passion in driving entrepreneurial intention through the lens of cognitive antecedents. Adopting the theory of planned behavior and social cognitive theory to develop an integrated model. Design/methodology/approach A quantitative, cross-sectional survey was conducted with 328 female respondents in Taiwan. Partial least squares structural equation modeling was used to test the proposed hypotheses. Findings The results reveal that role models are positively related to attitude towards entrepreneurship and entrepreneurial self-efficacy. Formal and informal knowledge foster favorable attitudes and self-confidence, reinforcing the foundations of sustainable entrepreneurial ventures. Entrepreneurial passion enhances self-efficacy and social norms, underscoring its role as a psychological driver of intention. A growth mindset positively moderates the effects of attitudes and self-efficacy on entrepreneurial intention by promoting flexibility and resilience. Originality/value This study contributes to entrepreneurship research by clarifying how formal and informal knowledge shape cognitive antecedents and by undercoring the roles of entrepreneurial passion and role models in driving entrepreneurial intention. The study offers nuanced insights into the psychological mechanisms influencing women’s entrepreneurial intention in the Taiwan context, where cultural norms and institutional barriers remain significant. The findings provide practical direction for educators and policymakers to design interventions that combine structured education with experiential learning, expand access to relatable role models, and cultivate a growth mindset to bolster women’s entrepreneurial intention.