The Influence of Entrepreneurial Identity and Maternal Identity Centrality on Creative Opportunity Search Strategies and Action Likelihood: Case of Mumpreneurs in Turkey

Abstract

Based on existing theoretical and empirical studies, this paper’s purpose is to examine the agents relevant to the process of mumpreneurs’ creative search and action likelihood toward new opportunities with an emphasis on two main identities: maternal and entrepreneurial as experienced by mumpreneurs in Turkey. The study examines the significance of both entrepreneurial and maternal identities on the use of creative strategies while searching for potential new opportunities and action likelihood toward these opportunities. Data for the study was collected using survey methodology on mumpreneurs in major urban cities of Turkey. The structural model measures entrepreneurial identity and maternal identity centrality, creative search strategies and action likelihood using a sample of 302 mumpreneurs: 169 part-time and 133 full-time mumpreneurs. Study findings reveal that between the two identities, entrepreneurial identity has a stronger positive effect on the use of creative strategies and action likelihood while maternal identity had a positive but quite low impact on the same variables. The use of creative strategies had a significantly positive and high impact on action likelihood. ‘Years of experience’ control variable has been found to have a significant negative influence on creative opportunity search strategies and action likelihood. This study helps us understand how motherhood’s powerful emotions and attachment to identities, which are highly central to the self, affect the entrepreneurial decision-making process. © 2024 Elsevier B.V., All rights reserved.