This article investigates the relationship between the dimensions of the Theory of Planned Behaviour (which includes attitude toward behavior, subjective norm, and perceived control behavior) and entrepreneurial intentions and intrapreneurial intentions, considering entrepreneurial orientation as a moderator. Using the snowball sampling method, cross-sectional data were collected from 437 respondents. After testing for reliability and validity using confirmatory factor analysis, hypotheses were tested using hierarchical regression. The results indicate that the attitudes toward entrepreneurship and perceived behavioral control positively relate to entrepreneurial intentions. In contrast, attitude toward intrapreneurship is the only dimension of the theory of planned behavior positively related to intrapreneurial intentions. The moderating role of entrepreneurial orientation is only significant for the relationship between attitude toward entrepreneurship and entrepreneurial intentions. Based on the results, several recommendations are made for businesses and policymakers to boost entrepreneurial activity among the current labor force.

Current research on entrepreneurial orientation is mostly from a firm-level perspective, focuses on developed countries, and recent studies treat entrepreneurial orientation as a uni-dimensional construct. Studies on entrepreneurial orientation from a generational perspective mostly use a comparison between two groups (young and old) and neglect the well-accepted classification of generational cohorts. This study therefore examines the individual dimensions of entrepreneurial orientation (risk-taking, innovativeness and proactivity) among the Baby Boomers, Generations X, Y, and Z in Bosnia and Herzegovina. Data were collected through a cross-sectional survey that yielded a sample of 1,082 adults from Bosnia and Herzegovina. One-way analysis of variance with Brown-Forsythe, Welch’s F, and least significant post-hoc tests were used to test the hypotheses. The results show some evidence that individual entrepreneurial orientation varies significantly between generations, at different levels of significance. Risk-taking generally decreases with older generations, as does innovativeness, except when comparing Generations X and Y, while proactiveness increases with older generations. The study provides valuable information for future entrepreneurs, business incubators and potential investors.