DefinePK

Abstract

Khyber Pakhtunkhwa, Pakistan's Generation Z students' entrepreneurial motivations and socio-cultural elements are examined in this study. Krumboltz's Social Learning Theory of Career Decision Making is used to evaluate public and private university students' psychological, structural, and social influences on entrepreneurship decisions in the qualitative narrative study. Autonomy, digital platforms, and self-governance drive these students to be entrepreneurs. Financial uncertainty, gender-related stigma—especially for female entrepreneurs—and a lack of practical business education also present obstacles. Family expectations, cultural narratives, and entrepreneurial role models influenced career choices, with digital entrepreneurship desire rising. University courses lack entrepreneurial understanding, and participants wanted more funding, mentorship, and helpful platforms. Gender dynamics and economic uncertainty hinder entrepreneurship. These findings help policymakers, educators, and support groups promote youth-driven entrepreneurship and Pakistan's developing generation's economic potential.