Entrepreneurship as a Future Career for Students of Economics Universities

This article analyzes the motives for choosing an entrepreneurial career among today’s youth. Based on a sociological study (N = 300) conducted among students at the Plekhanov Russian University of Economics, a paradox emerges: the growing interest in entrepreneurship is driven not by a desire for innovation or socially significant goals, but by the work attitudes characteristic of the Zoomer generation. Key motives include a desire for a high income, a flexible schedule, independence from management, and a comfortable work environment, indicating the prevalence of forced entrepreneurship as a response to dissatisfaction with traditional employment. The study shows that, despite the favorable university environment and high entrepreneurial potential, students are primarily focused on replicative entrepreneurship (creative and traditional business models), while technological and social entrepreneurship models remain unappealing.