Culture, benevolent and hostile sexism, and entrepreneurial intentions

Abstract

Purpose In this study, the authors relate cultural masculinity to individual level sexist beliefs (hostile and benevolent sexism) and gendered entrepreneurial stereotypes. The purpose of this paper is to explore whether hostile and benevolent sexism affect entrepreneurial intentions and whether this relationship is mediated by gendered entrepreneurial stereotypes. Design/methodology/approach The proposed relationships are explored using a sample of 192 participants from the USA and India with varying interest in starting a business. An online survey instrument was used to collect the data. Regression and mediation analyses were used to analyze the data. Findings The authors find that both hostile and benevolent sexism are positively related to entrepreneurial intentions of both men and women. However, only benevolent sexism is related to both the masculine and feminine gender traits ascribed to entrepreneurs. Interestingly, the authors find support that hostile sexism is actually positively related to feminine traits ascribed to entrepreneurs, albeit with a small effect size. The authors do not find any support that these results vary by participant gender; the findings are implicated for both men and women alike. The authors find that for both hostile and benevolent sexism only the feminine traits perceived as stereotypic of entrepreneurs partly mediate their relationship on entrepreneurial intentions. Research limitations/implications The survey consists of cross-sectional, self-report data, and therefore the authors cannot conclusively infer causality. The direction of relationships found is of theoretical value. Only two countries are included in the sample limiting generalizability to other countries. Most of the participants in the sample reported some interest or experience in nascent entrepreneurial activities, which may limit the generalizability of findings to those without any prior interest or experience as a nascent entrepreneur. Originality/value The relationship between ambivalent sexism (both hostile and benevolent sexism) and both entrepreneurial intentions, and the gendered traits ascribed to entrepreneurs, has not yet been explored before this work. Using the lens of cultural masculinity, we present a theoretical model of how hostile and benevolent sexist attitudes facilitate or inhibit entrepreneurship via how entrepreneurs are perceived. This is the first study we know of which explores the relationship between Ambivalent Sexism and the gender attributes ascribed to entrepreneurs, and how these gendered entrepreneurial stereotypes in turn are related to entrepreneurial intentions.