The micro-foundations of sustainable entrepreneurship: the role of individuals’ pro-social identity and organisational pro-social identity

The purpose of this study is to examine the effect of personal pro-social identity and organisational pro-social identity on sustainability-oriented entrepreneurial intention through the use of identity theory. Sustainability-oriented entrepreneurs are those who are able to identify and seize opportunities at the root of environmental dilemma. In order to identify who has more intention of becoming sustainability-oriented entrepreneurs, we investigated the direct effect of individuals’ pro-social identity (personal pro-social identity and organisational pro-social identity) regarding their intention of becoming sustainability-oriented entrepreneurs. Furthermore, we tested the indirect effect of individual identities on sustainability-oriented entrepreneurial intentions by mediating the role of public service motivation. Survey data from 235 Bangladeshi students, who received entrepreneurship training, indicates that individuals with a personal pro-social identity are more likely to translate positive desirability into sustainability-oriented entrepreneurial intentions. Furthermore, public service motivation is underlying mechanism for explaining the association between personal pro-social identity and sustainability-oriented entrepreneurial intentions.