Sustainability Orientation and Entrepreneurial Performance in Resource‐Constrained Contexts
研究利用加纳283家中小企业数据，发现可持续导向通过促进负责任创业提升经济与社会绩效，但金字塔底层导向会削弱这一正向效应。
ABSTRACT This study examines how sustainability orientation shapes entrepreneurial performance in bottom‐of‐the‐pyramid (BoP) markets by theorizing responsible entrepreneurship as a central mechanism and BoP orientation as a contextual contingency. Using survey data from 283 small‐ and medium‐sized enterprises (SMEs) in Ghana, we integrate perspectives from sustainability, entrepreneurship, and inclusive‐market research to explain how firms pursuing sustainability create economic and social value under severe resource constraints. Our findings show that sustainability orientation promotes responsible entrepreneurship and that this behavioral pathway translates into stronger entrepreneurial performance. This mediating effect highlights responsible entrepreneurship as a key strategic channel through which sustainability‐driven firms realize superior outcomes. We also find that BoP orientation attenuates the performance benefits associated with responsible entrepreneurship. This moderating effect suggests a tension between deep social inclusivity and financial returns in low‐income contexts. Implications for theory and practice are discussed.