Driving sustainability: turning entrepreneurs’ motivations into actions

Purpose This study aims to explore the motivations that drive entrepreneurs to adopt sustainable business practices, with a particular focus on how the desire to make a difference in the world and awareness of the Sustainable Development Goals (SDGs) influence sustainable entrepreneurship. Design/methodology/approach Using the theory of planned behaviour as a theoretical framework and 2022 data from the Global Entrepreneurship Monitor encompassing 21,053 entrepreneurs across various countries, a multilevel logit model was employed to assess the impact of SDG awareness and entrepreneurial motivation on the implementation of sustainable practices. Findings The findings indicate that entrepreneurs who are aware of the SDGs and motivated to contribute meaningfully to society are more likely to engage in sustainable practices. Sustainable strategies emerged as the primary driver of sustainable behaviour and motivational factors were found to play a crucial role in translating awareness into action. Originality/value This study provides novel empirical evidence on the relationship between individual entrepreneurial motivations and sustainable actions in a global post-COVID context, filling a gap in the literature on the role of personal intention in sustainable entrepreneurship. The research offers practical and social value by revealing how individual motivations drive sustainable entrepreneurial behaviour. It provides insights that can be used to develop policy initiatives and institutional programmes. These measures are aimed at raising awareness of the SDGs and fostering intrinsic motivation to engage in sustainability-orientated ventures. This dual insight strengthens the foundation for more effective strategies to promote responsible and inclusive entrepreneurship aligned with global sustainability goals.