Uncovering Motivation for Sustainable Entrepreneurship in Fashion, Beauty, and Wellness: Evidence From Global North and Global South
通过对AIM2Flourish平台上的案例进行定性主题分析，发现新兴经济体的可持续创业动机源于欣赏性同情，而发达国家则更强调有意识的愧疚，且发达国家的动机更复杂、由内而外，新兴经济体则更同质、由外而内。
ABSTRACT Sustainable entrepreneurship plays a crucial role in driving sustainable development, yet the motivation behind entrepreneurs' decisions to engage in sustainable businesses remains understudied. This research aims to identify the factors influencing entrepreneurs' motivation to engage in sustainable business in the fashion, beauty, and wellness industries. Employing a qualitative thematic content analysis of sustainable entrepreneurship cases published on the AIM2Flourish platform, the study reveals distinct patterns across different socioeconomic contexts. In “rising” economies, motivation for sustainable entrepreneurship is rooted in appreciative compassion, while developed countries show a greater emphasis on conscious guilt. Notably, the study demonstrates that the factors influencing entrepreneurs' motivation for sustainable businesses in developed countries are more complex and inside‐out oriented, while those in rising economies are more homogeneous and directed outside‐in. These findings contribute to a more nuanced understanding of sustainable entrepreneurship drivers across varying cultural landscapes. The results offer valuable context‐specific insights for policymakers and educators seeking to foster sustainable business practices.