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Sustainability 2018, 10(2), 379; https://doi.org/10.3390/su10020379

Sustainability Orientation and Entrepreneurship Orientation: Is There a Tradeoff Relationship between Them?

1
Department of Technology Entrepreneurship (Graduate), Dongguk University, Seoul 100-272, Korea
2
School of Business, Yonsei University, Seoul 120-749, Korea
*
Author to whom correspondence should be addressed.
Received: 25 December 2017 / Revised: 27 January 2018 / Accepted: 29 January 2018 / Published: 1 February 2018
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Abstract

Sustainability and entrepreneurship are often regarded as binary concepts that have a tradeoff relationship, meaning that the higher the social and environmental consideration, the lower the private and economic benefits. The purpose of this study is to investigate the effect of individual sustainability orientation on opportunity recognition and sustainable entrepreneurship intention, and examine whether it has a tradeoff relationship with entrepreneurship orientation. The result of this study shows that sustainability orientation has a positive relationship with opportunity recognition and entrepreneurship intention related to sustainability. Analysis of the moderating effects of entrepreneurship orientation reveals the positive effect with sustainability orientation but negative effect with opportunity recognition on sustainable entrepreneurship intention. This study would suggest implications to entrepreneurs on how to balance sustainability and entrepreneurship and promote sustainability entrepreneurship. View Full-Text
Keywords: sustainability orientation; entrepreneurial orientation; opportunity recognition; sustainable entrepreneurship sustainability orientation; entrepreneurial orientation; opportunity recognition; sustainable entrepreneurship
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
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Sung, C.S.; Park, J.Y. Sustainability Orientation and Entrepreneurship Orientation: Is There a Tradeoff Relationship between Them? Sustainability 2018, 10, 379.

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