Cultural values in the study of the society’s entrepreneurial potential

This paper attempts to measure the importance of a region’s cultural values in determining the entrepreneurial intention of each of its members separately. Schwartz’s (2004) approach will be followed in measuring cultural values, together with Ajzen’s (1991) theory of planned behaviour with regard to entrepreneurial intentions. The empirical study has been conducted on a sample of 2974 university graduates as part of VIE project. Results show that the region’s culture indirectly influences the entrepreneurial intention of its member. People in some regions do feel a more positive attitude, subjective norm or perceived behavioural control due to its cultural characteristics.Junta de Andalucía. Consejería de Innovación, Ciencia y Empresas P08-SEJ-0354