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One of the most pressing issues facing family enterprises is the matter of business continuity and intra-family succession. Although these topics have been thoroughly examined in family business research, there has been a notable gap in the exploration of the role of cultural context in shaping the continuity intentions of family businesses. The proposed research aims for a nuanced understanding of the role of family members’ emotional attachment and identification with the business within the contrasting cultural frameworks of Morocco and France. Utilizing moderated structural equation modeling based on survey research in both countries, our study reveals compelling insights. Specifically, the full model, which includes firms from both France and Morocco, confirmed that emotional attachment and identification positively influence family business continuity intentions. However, the model incorporating a moderating effect displayed divergences between Morocco and France concerning the influence of “emotional attachment” on business continuity.