Abstract

Research has shown that specific individual values, such as green and environmental values, are important in motivating the decision to start a sustainable business. Beyond this finding, there is limited knowledge about why, how, and when such values become important and what this means for sustainable entrepreneurship engagement. We address this question abductively and conduct a multi-case study of 18 sustainable entrepreneurs and their fashion companies. Drawing on the self-activation and the impressionable years hypotheses, we identified three ways in which sustainability-oriented values become activated and more important to individuals: (1) through informational stimuli, (2) through formative and life-changing experiences, and (3) through socialization. Further, we show that the entrepreneurs engaged in reflexive learning due to the value-activating experience, whereby they critically questioned their assumptions and actions. Together, one or more value activations and the involved reflexive learning contributed significantly to the decision to become a sustainable entrepreneur. With this novel explanation for why and how values become engaged in the first place, we contribute to the theory of (sustainable) entrepreneurship. Further, our research helps devise value-activating strategies for practitioners who want to help (prospective) entrepreneurs act more in line with their sustainability-oriented values and start a sustainable business.