Women’s entrepreneurial behavior in Saudi Arabian SMEs: A study based on Ajzen’s theory of planned behavior

Abstract

This study aims to investigate women's entrepreneurial behavior (WEB) within the context of small and medium enterprises (SMEs) in Saudi Arabia, utilizing Ajzen’s theory of planned behavior. A conceptual model comprising four latent variables—attitudes towards behavior (ATB), subjective norms (SN), perceived behavioral control (PBC) as exogenous factors, and behavioral intention (BI) as a mediating factor—was examined. Additionally, WEB was evaluated as an endogenous outcome. Data analysis relied on 97 usable responses gathered via a Likert scale-based questionnaire. The findings underscore the significant influence of planned behavior components—attitudes towards entrepreneurship, subjective norms, and PBC—on both women’s entrepreneurial intentions and actual behavior. Notably, the study reveals a substantial mediating role played by BI in linking independent variables (attitudes, subjective norms, and PBC) to WEB. These results advance the understanding of entrepreneurial behavior (EB) prediction, offering insights to decision-makers. Strategies to enhance women’s entrepreneurial intentions include fostering positive attitudes, ensuring favorable social incentives, and bolstering perceptions of control through skill development. Moreover, recommendations are made for a national campaign to raise awareness about the role of social support in entrepreneurship success, aligning with the aspirations of Saudi Arabia's Vision 2030 initiative.