Edinburgh Napier University

  Purpose– This exploratory paper focuses on the role played by three archetypal constructs pertaining to the individual sustainability-oriented entrepreneur, namely prior knowledge, sustainability orientation and sustainability intention, in legitimation behavior and explores their strategic utility.
Design/methodology/approach– The author explores legitimacy-seeking behavior in the case of 10 sustainability-oriented entrepreneurs in the start-up phase. A qualitative case study approach is used to capture evidence through interviews, participant observation and documentation.
Findings– Prior knowledge and sustainability orientation emerge as necessary conditions for maintaining legitimacy. However, both appear to have limited strategic value for legitimation in comparison to sustainability intention. Intention as a construct embodies the ‘paradox’ of sustainability-oriented entrepreneurship, and learning to successfully overcome this paradox to strategically utilise intention in legitimation is crucial for these entrepreneurs.
Practical implications– This knowledge could assist sustainability-oriented entrepreneurs in strategically utilizing these factors as agency when responding to multiple field logics to achieve their enterprising goals. Strengthening knowledge on factors important for legitimacy is pertinent in supporting this shared-value approach to entrepreneurship.
Originality/value– Little theoretical or empirical attention has been paid to the complexity of strategic legitimation behavior of sustainability-oriented entrepreneurs. This paper is novel in providing empirical insight into the role these factors play in legitimation behavior and how they can be strategically utilised