Sustainability Orientation and Entrepreneurial Performance in Resource-Constrained Contexts
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https://creativecommons.org/licenses/by/4.0/
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© 2026 The Author(s). Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
This study examines how sustainability orientation shapes entrepreneurial performance in bottom-of-the-pyramid (BoP) markets by theorizing responsible entrepreneurship as a central mechanism and BoP orientation as a contextual contingency. Using survey data from 283 small- and medium-sized enterprises (SMEs) in Ghana, we integrate perspectives from sustainability, entrepreneurship, and inclusive-market research to explain how firms pursuing sustainability create economic and social value under severe resource constraints. Our findings show that sustainability orientation promotes responsible entrepreneurship and that this behavioral pathway translates into stronger entrepreneurial performance. This mediating effect highlights responsible entrepreneurship as a key strategic channel through which sustainability-driven firms realize superior outcomes. We also find that BoP orientation attenuates the performance benefits associated with responsible entrepreneurship. This moderating effect suggests a tension between deep social inclusivity and financial returns in low-income contexts. Implications for theory and practice are discussed.
Emojulkaisu
ISBN
ISSN
1099-0836
0964-4733
0964-4733
Aihealue
Kausijulkaisu
Business strategy and the environment
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)