VALUES, ENTREPRENEURIAL ATTITUDES, AND START-UP INTENTIONS OF INDIGENOUS SOUTH AFRICAN NASCENT ENTREPRENEURS

This research examines the values-entrepreneurial attitude relationship in necessity-based nascent entrepreneurs. Necessity-based entrepreneurs establish businesses because they need to - to survive - not necessarily because they want to - as do opportunity-focused entrepreneurs. Entrepreneurial attitude has been found to be effective in discriminating between existing (opportunity-focused) entrepreneurs and non-entrepreneurs. This research identifies entrepreneurial attitude to be also effective in discriminating between necessity based nascent entrepreneurs and non-entrepreneurs. Although attitudes have proven to be an effective discriminator, attitudes can be unstable and can change over time with events that impact the attitude. Values, however, are considered to be more stable than attitudes. Values drive attitudes which, in turn, drive intentions and behavior. This research, therefore, examines the values-entrepreneurial attitude relationship with a view to examining the context within which entrepreneurial attitudes are framed. The research identifies positive internal values and external values - entrepreneurial attitude relationships but not a fun and excitement values- entrepreneurial attitude relationship in necessity-based nascent entrepreneurs. Necessity-based nascent entrepreneurs also demonstrated higher levels of internal and external values and entrepreneurial attitude than non-entrepreneurs.