“…Humane orientation measures the degree to which society encourages and rewards traits such as justice, caring for others, altruism, generosity, and kindness to others (House et al, 2004). Previous research has found a positive link between human orientation and entrepreneurship (Stephan & Uhlaner, 2010;Zhao et al, 2012), as such orientation can help companies to cope with risks through social support, which is especially important for a society that is at a low level of economic development (Calza et al, 2020;Nedeljković-Knežević & Pavluković, 2020). Moreover, a person's thoughtfulness, consideration, and sensitiveness to social injustice are found to be an important predictor of personal reasons to be a social entrepreneur (Calza et al, 2020;Rieger et al 2021).…”