The relationship between entrepreneurial cognitions and sustainability orientation: the case of an emerging market

Purpose The purpose of this paper is to empirically examine the cognitive drivers that push entrepreneurs toward sustainable venture creation using entrepreneurial cognitive scripts. In particular, this study tests the relationship between entrepreneurial cognitive scripts and sustainability orientation among entrepreneurs in an emerging economy to understand whether entrepreneurial cognitive scripts act as a driver toward sustainability. Design/methodology/approach A primary research study was conducted using a structured questionnaire among 351 sample respondents, of which 54% labeled themselves as entrepreneurs and 46% labeled themselves as traditional business people, business students or non-entrepreneurs. The entrepreneurs represented more than ten different industries such as agriculture, food and beverage, education, technology and entertainment. Findings The findings of this study highlighted a negative relationship between entrepreneurial cognitions and sustainability orientation as hypothesized. Additionally, non-entrepreneurs were found to be more sustainability-oriented, whereas entrepreneurs with high levels of cognitive scripts were found less concerned about sustainability issues. Research limitations/implications This study has a geographic limitation as it has been conducted in a developing country, which is Egypt. Accordingly, the results should be generalized with caution to other developing nations. Practical implications This study shows the importance of sustainable entrepreneurship education as an important part of the entrepreneurial ecosystem. The study sheds the light on the different stakeholders that are responsible for raising awareness about the importance of sustainability in developing countries. Originality/value This study empirically validates the relationship between entrepreneurial cognitive scripts and sustainability orientation among several industries in a developing country. The study has also a novel contribution in validating that non-entrepreneurs can enjoy entrepreneurial cognitive scripts without the necessity of starting their ventures.