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

Authors: Asghar Afshar Jahanshahi; Amitab Bhattacharjee; Mohammad Rashed Hasan Polas

Addresses: IPADE Business School, Calle Floresta 20, Claveria, Azcapotzalco 02080, Mexico City, Mexico ' Faculty of Business Administration, Toyo University, Bunkyo-ku, Tokyo, 112-8606, Japan; Faculty of Business Administration, Rajshahi Science and Technology University, Natore, 6400, Bangladesh ' Department of Business Administration, Sonargaon University (SU), 147/I, Green Road Panthapath, 1215, Dhaka, Bangladesh

Abstract: 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.

Keywords: pro-social identity; sustainability; entrepreneurial intention; survey; Bangladesh.

DOI: 10.1504/IJPQM.2023.134270

International Journal of Productivity and Quality Management, 2023 Vol.40 No.2, pp.149 - 170

Received: 21 Aug 2021
Accepted: 03 Dec 2021
Published online: 17 Oct 2023 *

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