Following the design science research methodology (DSRM), this thesis builds on two frameworks of entrepreneurial intention that have been proven applicability to ETA. By combining Ajzen’s theory of planned behaviour with Schein’s career anchor theory, a theoretical model was developed that guides an empirical study. More specific dimensions and requirements were gathered through qualitative interviews, which were then integrated into a potential solution. The goal of the solution is to increase ETA adoption, and its effectiveness was evaluated in an empirical study.

Findings indicate that immutable attributes, such as career orientation or work experience, have a significant impact on ETA intent. At the same time, situational factors, such as perceived risk or control, significantly define how attractive ETA is to potential entrepreneurs. Furthermore, this study has proven that these mutable attributes can be influenced solely by raising awareness and providing information to potential entrepreneurs. Moreover, ETA is perceived as less risky and challenging than starting a new venture but as equally fulfilling as remaining employed. The study concludes that increasing awareness and reducing perceived risk through tailored communication can improve ETA adoption among the Swiss population.