Exploring youth entrepreneurial cognition: opportunities and challenges in the South African context

Elvis Madondo
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Elvis Madondo: University of Johannesburg

International Journal of Business Ecosystem & Strategy (2687-2293), 2025, vol. 7, issue 3, 195-203

Abstract: The increasing unemployment rates in South Africa and other parts of the continent underscore the critical importance of youth involvement in entrepreneurship to sustain the economy and enhance living standards. Despite this, youth participation in entrepreneurship remains low. This study aimed to investigate the entrepreneurial cognition of opportunities and challenges among the youth in the South African context. Exploratory design using a qualitative research approach, focusing on a cross-sectional data collection method through structured online interviews was employed. A sample of twelve South African youth. The findings show that engagement in entrepreneurial activities remains limited due to significant cognitive challenges which stem from historical inequalities that have marginalized many from economic participation and from present systems that are less supportive of the youth. The study recommends promoting an entrepreneurial mindset focused on seizing opportunities and overcoming historical constraints to stimulate start-up creation and reduce unemployment. Key Words:entrepreneurship, entrepreneurial cognition, youth, South Africa, perceptions, challenges, opportunities

Date: 2025
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