Examining Filipino Cultural Traits and Entrepreneurial Intention: Applying the Mapa ng Loob Framework within the Five-Factor Modelin Academic Entrepreneurship

The academic community is transitioning to fulfill its new mission of promoting innovation and entrepreneurship for economic and social development. With this, there is a need to examine the entrepreneurial intention of an academic entrepreneur from a cultural trait lens. This study explores lexically based Filipino personality traits that influence entrepreneurial attitude and intention in an academic setting, highlighting the significance of the Masaklaw na Panukat ng Loob (Mapa ng Loob) psychological tool as a culturally relevant framework. The Mapa ng Loob thoroughly evaluates personality trait constructs that are both theoretically and practically important in Filipino culture by providing a unique lens for understanding entrepreneurial intention. Drawing on the theory of planned behavior framework and using a quantitative design, data were collected from a state university in southern Philippines to examine the hypotheses. Results revealed that conscientiousness (comprised of Filipino traits pagkamapagplano, pagkaresponsable, pagkamaingat, and pagkamasikap) and extraversion (pagkamasayahin, pagkapalakaibigan, pagkamasigla, and pagkamadaldal) have a positive and significant influence on entrepreneurial attitude. Conversely, the domains of neuroticism (hina ng loob, pagkamaramdamin, pagkamapag-alala, and pagkasumpungin) and agreeableness (pagkadimayabang, pagkamaunawain, pagkamapagparaya, and pagkamapagtiwala) were found to have both negative and positive influence on perceived behavioral control. Furthermore, the study validated the mediating roles of entrepreneurial attitude and perceived behavioral control between these Filipino traits and entrepreneurial intention in the academic setting.