This study aims to identify the key determinants of Entrepreneurial Intention (EI) among homemakers using the theory of planned behaviour (TPB). Homemakers, who are often women, are primarily responsible for creating and managing domestic responsibilities within the household. However, as attitudes towards work among homemakers continue to evolve, it is imperative to understand their EIs.
This study utilises data from 643 respondents in India, collected through the Adult Population Survey of the Global Entrepreneurship Monitor (GEM), and applies the TPB. Descriptive statistics, chi-square test, factor analysis and logistic regression techniques are used to analyse the data.
About 11% of homemakers have indicated their intention to start an entrepreneurial venture. The marginal effect indicates that attitude towards entrepreneurship (ATE) does not determine EI among homemakers, implying that perceived opportunity and self-efficacy are influenced by household responsibilities. Subjective Norms (SN) surrounding a behaviour indicate a significant and positive influence on EI, while Perceived Behavioural Control (PBC), indicating the ease or difficulty of performing a specific behaviour, has a significant and negative influence on EI. These results suggest that family and societal support are crucial for homemakers’ engagement in entrepreneurial activities. Furthermore, educated homemakers are more inclined towards entrepreneurship, while homemakers from higher-income families are discouraged from starting a business.
Considering that homemakers have great potential to contribute to the economy, this study provides unique policy insights for promoting entrepreneurship among homemakers. Therefore, this study makes a significant contribution to the existing body of knowledge on entrepreneurship.
There is limited literature on factors affecting EI among homemakers globally. To the best of the author’s knowledge, this is among the first empirical studies focusing specifically on homemakers in India, based on a large sample and nationally representative GEM data.
