Survival, Sacrifice, and Success: The Impact of Family Motivation on the Sustainability of Necessity-Driven Entrepreneurs in Ipoh, Malaysia

Abstract

This paper explores how family-related motivational factors influence the long-term sustainability of necessity-driven entrepreneurial ventures, specifically in Ipoh, Malaysia. While entrepreneurship is often associated with innovation and opportunity, a significant number of individuals pursue this path out of necessity due to unemployment, limited job access, or financial hardship. These entrepreneurs, especially those motivated to support their families, may experience emotional and psychological dynamics that differ significantly from those of opportunity-driven entrepreneurs. Using the frameworks of Self-Determination Theory (SDT) and Expectancy Theory, this study examines how family obligation shapes motivation, resilience, and perceived business sustainability. A mixed-methods design was employed, including surveys, semi-structured interviews, and in-person observations with 13 necessity-driven food entrepreneurs operating small, family-run businesses. Measures focused on family motivation, resilience, entrepreneurial identity, and perceived long-term sustainability. The findings suggest that family-related motivation is a strong driver of persistence, with most participants reporting that financial responsibility toward family members motivates them to continue their business despite challenges. However, results also indicate that this form of motivation does not uniformly lead to long-term sustainability. Entrepreneurs who reported high family obligation but low autonomy or emotional support were more likely to rely on persistence driven by pressure rather than internal fulfillment. In contrast, those who demonstrated higher levels of autonomy, stronger entrepreneurial identity, and supportive family relationships showed greater resilience and confidence in sustaining their businesses over time. Overall, the study highlights that while family motivation can initiate and sustain necessity-driven entrepreneurship, its long-term effectiveness depends on the extent to which it is internalized and supported by autonomy and emotional resources. These findings contribute to a more nuanced understanding of motivation in constrained socioeconomic contexts and suggest that sustainable entrepreneurship is not solely driven by necessity, but by the quality and structure of underlying motivational forces.