Abstract
This paper analyzes factors influencing recognition of sustainable opportunities by using an augmented sustainability process model. The conceptual model used two main factors, Knowledge and Motivation, and one moderating variable, Social embeddedness. We investigated entrepreneurs from PVC joinery industry and concluded that while market orientation and sustainable entrepreneurial orientation definitely and positively influence sustainable opportunity recognition, others variables like knowledge of the natural/communal environment, awareness of sustainable development or focus on success have less support. Among all variables analyzed, perception of the threat of the natural/communal environment and altruism toward others have the poorest impact on opportunity recognition. Finally, we concluded that social embeddedness has a moderating effect on sustainable opportunity recognition, even though the results were mixed.
Highlights
Entrepreneurship is a process centered on discovery, creation, and exploitation of opportunities by entrepreneurs [1]
Their business—small and medium sized enterprises (SMEs)—has to cope with scarcity of natural resources available [7] which, coupled with environmental problems caused by their operations [4] makes entrepreneurs’ engagement in sustainable entrepreneurial initiatives problematic in terms of interest and resources, even though this does not necessary mean that entrepreneurs ignore environment
To check the respondents understanding of the meaning of more difficult concepts, like sustainable opportunity and social embeddedness, we provide them lists of examples or discussed those specific concepts, encouraging them to provide other examples
Summary
Entrepreneurship is a process centered on discovery, creation, and exploitation of opportunities by entrepreneurs [1]. Scholars and practitioners have asserted that entrepreneurs had to take an active role on the matter by balancing their profit based actions with environmental goals of community or society [5,6]. Their business—small and medium sized enterprises (SMEs)—has to cope with scarcity of natural resources available [7] which, coupled with environmental problems caused by their operations [4] makes entrepreneurs’ engagement in sustainable entrepreneurial initiatives problematic in terms of interest and resources, even though this does not necessary mean that entrepreneurs ignore environment
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