Motivation of Generation Z towards Entrepreneurship

The master’s thesis examines the phenomenon of motivation among generation Z in relation to entrepreneurship. The aim is to qualitatively explore and interpret the factors influencing the motivation of generation Z representatives towards entrepreneurship and, on this basis, to propose appropriate recommendations for fostering entrepreneurial motivation. The theoretical part defines entrepreneurship, motivation, and the specifics of generation Z, and outlines the related motivators. The practical part is conducted through thirteen semi-structured in-depth interviews with representatives of the selected target group, who are chosen using the maximum variation sampling. The collected data are analysed using reflexive thematic analysis. The results identify the social environment as the most frequently mentioned motivator, while autonomy, flexibility, self-development, independence, and freedom form the foundation of entrepreneurial motivation. Barriers to entry into entrepreneurship then include, in particular, the fear of uncertainty, a lack of self-confidence, and the difficult beginnings associated with starting a business. Finally, the ambivalent role of education with regard to entrepreneurial motivation is explained. Based on the integration of theoretical knowledge with empirical findings, five recommendations are formulated, aimed at strengthening the motivation to become an entrepreneur among generation Z, thereby contributing to greater representation of young people in the entrepreneurial sector and future economic growth.