Entrepreneurial identity construction among communitarians: unravelling the psychological mechanisms

Purpose Nurturing the social identity approach, encompassing social identity theory and self-categorisation theory, this study aims to unravel the process of entrepreneurial identity construction among communitarians. It seeks to uncover the psychological mechanisms through which entrepreneurs categorise themselves as communitarians, highlighting the importance of community salience, trust and engagement. Design/methodology/approach This quantitative study comprises a sample consisting of 253 entrepreneurs. This research presents a sequential mediation model, drawing on salience, trust and engagement as antecedents of social entrepreneurial identity. By analysing the step-by-step mediation process, the research offers a nuanced understanding of how these community dynamics contribute to shaping entrepreneurial identity. Findings Entrepreneurs deeply connected to their communities do not naturally identify as communitarians; rather, it is the trust they build and the engagement they foster that shape their entrepreneurial identity. Communal bonds are not merely a backdrop for entrepreneurship but a driving force that moulds identity and action. This study evidenced that the salience of community positively influences community trust and engagement, which, in turn, enhances the development of entrepreneurial identity as communitarians. This underscores the role of social dynamics in shaping entrepreneurial attitudes, beliefs and behaviours. Originality/value This research confers a deeper understanding of how entrepreneurs construct and enact their identities, shedding light on the dynamic interplay between social context, shaping attitudes, cognition and behaviours. Exploring entrepreneurial identity among communitarians offers new insights into how social dynamics shape entrepreneurial actions. The study’s value extends to practical applications, offering guidance for policymakers and community leaders in fostering supportive environments that enhance entrepreneurship through greater community engagement and trust.