Abstract :
This study examines the entrepreneurial intentions of Generation Z in the Rajkot district of Gujarat, focusing on the role of social influence, role-model emulation, intrinsic motivation, and psychological traits such as risk-taking and self-efficacy. Using a quantitative research design and data from 245 respondents (with 157 eligible for intention analysis), the study evaluates how Gen Z transforms social and digital exposure into entrepreneurial drive. Results show that emulation of entrepreneurial ideas and practices observed online significantly predicts intention, while intrinsic motivations—passion, creativity, and independence—exert a stronger influence than extrinsic motivations such as status and recognition. Family and peer networks also positively contribute to entrepreneurial motivation. However, gender does not moderate the influence of social media on entrepreneurial intention, and educational level shows limited moderating effects. Overall, the findings highlight that contemporary Gen Z entrepreneurship is shaped by a blend of digital exposure, intrinsic aspirations, and emulative learning rather than traditional economic motives. The study provides implications for educators, policymakers, and incubation ecosystems aiming to support youth entrepreneurship.
Keyword :
Generation Z, Entrepreneurial intention, Social influence, Intrinsic motivation.