Entrepreneurial Intention among Generation Z: Examining the Role of Digital Platforms, Risk Perception and Career Aspirations

Abstract

Generation Z is entering the labour market in an environment characterized by rapid digitalization, changing employment structures, and increasing opportunities for self-employment and platform-based entrepreneurship. Understanding the factors that shape their entrepreneurial intention is therefore important for universities, policymakers, digital-platform providers, and entrepreneurship-support institutions. This study examines the role of digital platforms, risk perception, and career aspirations in shaping entrepreneurial intention among Generation Z. Drawing on the Theory of Planned Behavior and complementary perspectives on entrepreneurial decision-making, the study conceptualizes entrepreneurial intention as a function of young individuals’ exposure to and engagement with digital platforms, their perceptions of entrepreneurial risk, and their aspirations regarding future careers. Digital platforms are considered an important mechanism for accessing entrepreneurial information, networks, markets, customers, and business opportunities, while risk perception reflects the extent to which uncertainty and potential failure influence entrepreneurial decisions. Career aspirations capture the extent to which individuals seek autonomy, achievement, innovation, financial independence, and professional growth through their careers. The proposed framework provides an integrated perspective on how technological opportunities and individual career orientations interact with perceived risk to influence entrepreneurial intention among Generation Z. The study contributes to entrepreneurship literature by connecting digital-platform participation with psychological and career-related determinants of entrepreneurial intention and offers implications for developing targeted entrepreneurship education, digital skills, risk-management capabilities, and supportive entrepreneurial ecosystems for Generation Z.