Abstract
This paper provides a conceptual framework to demonstrate antecedents to the levels of sustainability initiative undertaken by firms. Taking insights from institutional theory, it is proposed that the relationship between the sustainability determinants and the level of sustainability initiatives is mediated by of coercive, mimetic, and normative isomorphic pressures. Moreover, it is also proposed that culture plays a significant role in moderating the relationship between the extent to which the various types of isomorphic pressures on firms may influence the levels of firms’ sustainability initiatives. Furthermore, the impact of entrepreneurial orientation as a driver to strengthen the effects of sustainability determinants on organizational sustainability initiatives is also explored. The implications of the framework are discussed in the light of encouraging sustainability initiatives in various cultural settings as well as undertaking future research to enhance the framework, and the applicability thereof.
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