The Formation Mechanism of Sustainable Entrepreneurial Behavior in Chinese New Ventures: A Moderated Mediation Model

Sustainable entrepreneurship is essential for promoting the integrated development of economic, environmental, and social systems, particularly in emerging economies such as China. Drawing on social identity theory and resource bricolage theory, this study examines how founder identity influences sustainable entrepreneurial behavior and also explores the mediating role of entrepreneurial bricolage and the moderating effect of perceived uncertainty. Using survey data from 210 Chinese new ventures, the hypotheses were tested by structural equation modeling and moderated mediation analysis. The empirical results indicate that founder identity positively influences sustainable entrepreneurship, with entrepreneurial bricolage partially mediating this relationship. Moreover, perceived uncertainty weakens the positive relationship between founder identity and bricolage. It also reduces the indirect effect of bricolage on sustainable entrepreneurship, indicating that higher uncertain environments constrain entrepreneurs’ willingness to rely on bricolage as a resource acquisition strategy. By elucidating the underlying mechanisms and boundary conditions through which founder identity influences sustainable entrepreneurial behavior, this study enriches micro-level research on sustainable entrepreneurship. It also provides practical insights for entrepreneurs and policymakers in strengthening strategic resilience and fostering the development of sustainable entrepreneurship.