Push and pull factors influencing entrepreneurial entry and persistence in Ghana’s construction market: a qualitative study

Purpose This study examines the push and pull factors influencing entrepreneurial entry and persistence in Ghana’s construction industry. Design/methodology/approach A qualitative design was employed, drawing on semi-structured interviews with 20 entrepreneurs across the categories of contractors, artisans, suppliers and developers. Data were thematically analysed using Braun and Clarke’s framework, with observations and documentary sources triangulated. Findings The results reveal that necessity-based push factors, particularly unemployment and weak institutional support, dominate entrepreneurial entry, while opportunity-driven pull factors, such as autonomy, innovation and urban housing demand, sustain persistence. Cultural obligations, prosocial motives, and psychological resilience further reinforce entrepreneurial motivation, despite systemic barriers such as financial constraints and bureaucratic hurdles. Practical implications The study calls for mentorship, accessible finance, resilience training, digital support and simplified regulatory processes to transform construction entrepreneurs from survivalist actors into sustainable, opportunity-driven enterprises in Ghana’s sector. Originality/value The study extends push-pull theory by situating entrepreneurial motivation within Ghana’s culturally embedded and institutionally constrained context.