This study explores the prosocial and proself motives of women social entrepreneurs in Colombia, focusing on how these motivations evolve across different stages of social enterprise development in rural and underserved areas. Using a case study approach, data were gathered from 11 women-led social enterprises, revealing distinct motivational shifts. Prosocial motives, such as a desire to create social impact and empower communities, dominate in the early stages, while proself motives, including personal achievement and sustainability, gain prominence as enterprises mature. Findings highlight the resilience and adaptability of these entrepreneurs, who navigate systemic challenges and resource constraints to foster community revitalization and social sustainability. This research underscores the critical role of intrinsic motivation and calls for targeted policies to support women entrepreneurs in rural ecosystems. Insights contribute to understanding the dynamics of rural entrepreneurship, particularly in emerging markets, and inform efforts to enhance entrepreneurial resilience and impact.
