Can Sustainable Entrepreneurship Create Value for Enterprises? Examining the Roles of Corporate Reputation and Entrepreneurs' Self-Promotion Behavior

Abstract

To understand the heterogeneous performance outcomes of sustainable entrepreneurship, this study investigates the role of founder impression management. We develop and test a moderated mediation model, drawing on signaling and impression management theories, using a dual-study design with longitudinal data (n = 217) and survey data (n = 259). Our findings reveal that while corporate reputation mediates the sustainability-performance link, this effect is contingent on the founder's self-promotion. This demonstrates that founder agency acts as a critical amplifier, unlocking the financial and social returns of sustainability commitments. By integrating micro-level entrepreneurial actions with macro-level sustainability goals, this research advances theory and offers entrepreneurs a clear strategic pathway: combine sustainable practices with compelling communication to build reputation and drive performance.