Greyling, L , Leendertz, V
Abstract
Using a cross-country comparative lens, this study explores how female entrepreneurs’ social identities shape their aspirations for venture creation. While prior research acknowledges the gendered nature of entrepreneurship, limited attention has been paid to how women in different socio-economic contexts construct entrepreneurial identities and envision their future business roles. Drawing on social identity theory and an established founder identity typology, this study investigates how female entrepreneurs from South Africa and the Netherlands perceive their entrepreneurial selves, the roles they aspire to fulfil, and the social purposes they associate with business ownership. A qualitative research design was followed, using semi-structured interviews and hybrid (deductive–inductive) thematic analysis. Key themes that emerged include the role of confidence in identity formation, the tension between personal and social motivations, and the influence of social context and support structures. Participants operating in more constrained environments expressed lower entrepreneurial self-efficacy and limited access to support, while others demonstrated clearer alignment with socially or economically driven identities. Despite these contrasts, all participants experienced internal struggles related to legitimacy, gendered expectations, and perceptions of business value. The findings suggest that social identity is not only a lens through which entrepreneurial intent is shaped, but also a vehicle for aspiration formation, legitimacy-seeking, and social value creation. This paper contributes to the literature on gender and entrepreneurship by offering empirical insight into how identity construction is embedded within broader social and cultural contexts. Practical recommendations include the need for identity-sensitive entrepreneurship education and support programmes that acknowledge diverse role expectations and constraints, particularly in emerging economies. The study offers theoretical and practical value for those aiming to foster more inclusive and contextually relevant entrepreneurial ecosystems.