What is Sustainopreneurs

In the 21st century, the Sustainable Developmental Goals have become the pivot of economic development worldwide. Hence, the need to promote sustainability-oriented entrepreneurial behaviour has increased manifold. Intentions are assumed to capture the motivational factors that influence an individual's behaviour. Thus, behavioural intentions play a significant role in bridging the gap between sustainable development and sustainable entrepreneurial behaviour. This study aims at understanding the role of intrinsic rewards in shaping the sustainability-oriented entrepreneurial intentions of individuals. The case study method is adopted to understand and validate the theories referred. The sub-constructs of intrinsic rewards like altruism, socio-emotional feelings, pro-environmental values, autonomy, and community feeling aspirations were found to drive the sustainability-oriented entrepreneurial intentions of an individual. Lack of awareness of the structural environment support was highlighted as a hindrance in fostering the sustainable entrepreneurship ecosystem in the Indian economy.