How do social responsibility and social entrepreneurship generate value creation in pandemics?

Purpose Using self-determination theory and individual social responsibility's (ISRs) association with pure social entrepreneurship, this study aims to answer the following question: How and why have the different actors responded to the crisis caused by the pandemic? Design/methodology/approach Qualitative research (multiple case studies) was adopted, resorting to interviewees with seven economic and non-economic actors in the Portugal context. Findings The results obtained, using MAXQDA software, show that those carrying out actions of social responsibility have a high degree of self-determination and intrinsic motivation, and are true social entrepreneurs, which lets them improve the well-being of those around them. In addition, these individuals feel good about themselves by performing these actions, as they measure their performance by the social impact of their actions on society in general. Practical implications This study suggest there is a high awareness amongst people to exercise that responsibility in a voluntary way, through humanitarian initiatives and campaigns brought about especially by an unprecedented pandemic. In practice, people joining these initiatives motivate many others towards the causes, creating the will to continue in the future and satisfy unmet needs provoked by social crises. Originality/value This study is innovative because it is related to filling the gaps identified, mainly by carrying out an empirical study about ISR, rather than that of firms, where studies are more common.