Abstract

This study has examined the disposition of Nigerian entrepreneurs to sustainability orientation in their business practices. It also examined if sustainability orientation has any direct relationship with sustainable entrepreneurship. In the same vein, it investigated the effect of social norm variables of group identity and environmental safety consciousness on sustainable entrepreneurship. These were with a view to ascertaining the impact of social norms on sustainable entrepreneurship. Data were collected from primary and secondary sources and were analysed using descriptive statistics, Spearman correlation coefficient and linear regression. The results revealed that the entrepreneurs of SMEs have positive disposition or affinity to group identification but negative consciousness towards environmental safety. Further the relationship between sustainability orientation and sustainable entrepreneurship  ris weak (r = 0.187, p ≤ 0.05). The R² in the linear regression showed that group identity as well as environmental-safety consciousness accounted for 14.9% of the variation in sustainable entrepreneurship. The t-values showed that group identity has a positive and significant impact (t =4.865, p ≤ 0.05) on sustainable entrepreneurship. The factors of Group Identity and Environmental-safety Consciousness variables accounted for 43.4% of the variation in sustainable entrepreneurship orientation. It was concluded that sustainable entrepreneurship only exists when enterpreneurs have sustainability orientation and that enterpreneurs’ affinity to group influenced their tendency  to design products that would not damage the environment more than their consciousness of environmental-safety.

Key Words: Social norms, Sustainability orientation, Sustainable entrepreneurship, Small Business and Environmental Safety

ejesm.v10i9.4