The research explores the key motivational factors influencing women entrepreneurs in Pakistan’s service sector. The ultimate aim is to link this engagement with the achievement of sustainable development goals. This qualitative study employs Heidegger’s hermeneutic phenomenology as its research methodology. Semi-structured interviews were employed to collect data, allowing for varied viewpoints and an in-depth understanding of the topic. The non-probability purposive sampling method was used to choose relevant individuals. Data were transcribed and codified, and thematic analyses were conducted. Data analysis was done using NVivo 14. The findings reveal that women are motivated to become entrepreneurs by a mix of personal ambition, support from family or society, impactful life events, and access to education and training. These factors play a vital role in shaping their entrepreneurial journey. The study deepens the understanding of push and pull factors in entrepreneurship; push factors being social pressures like marriage or family and pull factors including personal drive and creativity. It suggests using these insights to guide support policies, emphasizing funding and identifying strong pull factors to help women become job creators. Based on the study's results, the government, policymakers, women's organizations, vocational training centers, incubation centers, and NGOs may establish and execute policies to promote women's entrepreneurship. The study's findings can be helpful in attaining sustainable development goals by alleviating poverty (SDG 1), fostering gender equality (SDG 5), inclusive economic growth (SDG 8) while also addressing reduction of inequalities (SDG 10).
Rizvi et al. (Mon,) studied this question.