The Interplay of Attitudes, Norms and Control in Sustainable Entrepreneurship: An Experimental Analysis

Entrepreneurs are potentially powerful solvers of challenges faced by sustainable development, especially when they combine narrower technological expertise with wider social motivations. Yet, to what degree trade-offs exist between different motivations is still largely unresolved. In this paper, we examine the choices made potential entrepreneurs aligning their prospective ventures personal attitudes and norms. Extending theory planned behavior and—as a novel experimental technique in our context—drawing on choice-based conjoint analysis 4155 data points, identify predictors for entrepreneurship intentions based structural equation modelling. We find that entrepreneurial sustainability-related as well norms critical it comes decision whether or not pursue venture, link amplified positive moderation effect attitudes, which supports identity coupling but refutes moral disengagement.