Abstract
Purpose The purpose of this paper is to assess the extent to which personal values affect entrepreneurial intentions and the extent to which this relationship depends on gender among the millennial generation. Design/methodology/approach This relationship was examined using the list of values (LOV). Based on a sample of 600 respondents born between 1977 and 1994, a self-administered online questionnaire was conducted. Findings The partial least squares structural equation modeling (PLS-SEM) approach demonstrated that Generation Y members who give higher priority to self-direction, social affiliation and hedonic orientation values have greater entrepreneurial intentions. Across gender, the PLS-multigroup analysis (MGA) approach reveals that self-direction values enhance entrepreneurial intention for Generation Y females but not for males. Social affiliation values improve entrepreneurial intention for Generation Y males but not for females. Hedonic orientation values rise entrepreneurial intentions for both Generation Y males and females similarly. The findings give also a ranking of the nine LOV. Research limitations/implications Across-cultural comparisons are lacking in this research. This study only focuses on the value-intention relationship. Future research could study the value-attitude-behavior. Practical implications The results provide implications to all agents concerned by promoting new enterprises and feminine entrepreneurship regarding the implementation of personal values in fostering the venture creation process and stimulation of people to become business owners. Originality/value Little is known about the role of personal values in venture creation. The findings provide support for the role personal values play in building entrepreneurial intentions. The focus here was on Generation Y. The generation that faces problems of unemployment, job loss and poverty specifically in the time of crises of the COVID-19 pandemic. The value-based entrepreneurship approach is a proliferating field of research as the world seeks to rebuild economies.