Abstract
Theoretical and empirical research has taken great strides towards understanding the antecedents of entrepreneurial intentions. However, much less is understood about how social entrepreneurial intentions are formed. While the Theory of Planned Behavior (TPB) has been one of the dominant theoretical frameworks offered to explain entrepreneurial intentions, the social psychology literature suggests the inclusion of personal norms to predict intentions with a moral consideration. Therefore, the purpose of this paper is to introduce to the entrepreneurship literature this extension of the TPB and explain how attitudes, social norms, perceived behavioral control, and personal norms might provide a parsimonious model for entrepreneurial intentions that have a social inclination. We provide support for the revised TPB framework by analyzing the rich life story of Juliette Gordon (Daisy) Low, the founder of the Girl Scouts, to help map an understanding of how a middle aged, divorced, nearly deaf woman during the...
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