Sustainability orientation of entrepreneurs: From intentions to actions

Goal: to reveal the relationship between Russian entrepreneurs’ sustainability orientation and implementation of relevant actions within their businesses. Methodology: data from the Russian part of the GEM project were used to test the study hypotheses. The data were gathered in 2021 while the COVID-19 pandemic was still active. Findings: in Russian entrepreneurial businesses, a positive association between entrepreneurs’ sustainability orientation and pertinent activities has been found. Entrepreneurial self-efficacy, on the other hand, has a detrimental impact on the conversion of sustainability intentions into actions. The link between entrepreneurial sustainability attitude and the execution of related activities is also negatively moderated by income-driven motivation. Originality contribution of the authors: this study broadens our understanding of the relationship between socially responsible conduct intentions and implementation of social and ecological obligations.