Personality Traits of Women Entrepreneurs for Sustainable Food Businesses

Abstract

Objective - COVID-19 is the worst in the history of pandemics. Small business survival has been jeopardized in this challenging situation, although entrepreneurs desire to strategize their plans to sustain their business. Other than strategies, psychological characteristics were found to be significant factors for sustaining business among entrepreneurs. Research on the psychological characteristics of entrepreneurs has long been conducted. However, the information is scarce in terms of the main psychological characteristics of entrepreneurs, especially during the COVID-19 pandemic. Therefore, this study explores the Bumiputera women entrepreneurs' psychological characteristics that enable the business's survival. Methodology/Technique – Using purposive sampling, a semi-structured interview was conducted with Bumiputera women entrepreneurs in the food business located in Penang. Out of 60, only 17 agreed to participate. Finding – The result of the thematic analysis revealed that self-confidence, creativity, and proactivity were identified as the primary key to sustaining their business. Surprisingly, the entrepreneur's creativity highlighted a new shed to hybrid Malay and Japanese cuisine to produce lemang sushi. Additionally, the study's findings have few consequences for entrepreneurs, societies, and the government. Although the pandemic has had a disastrous effect on health and lifestyle activities, there is always a spark of hope for introducing considerable ways to fulfill entrepreneurial desires and serve the community. Novelty – As a result, entrepreneurs are incentivized to boost the economy as a person in society by delivering sustainable services to the community. Type of Paper: Empirical JEL Classification: Q01, Q18, Q19. Keywords: Bumiputera; Women, Entrepreneur; Psychological characteristics; Proactive and Creative Reference to this paper should be referred to as follows: Din, N; Tahir, M.S; Othman, N; Joremi, L. (2022). Personality traits of women entrepreneurs for sustainable food businesses, GATR-Global J. Bus. Soc. Sci. Review, 10(3), 121–131. https://doi.org/10.35609/gjbssr.2022.10.3(2)