Internalizing Inspirations: How Future Entrepreneurs Absorb Role Models in Sustainable Entrepreneurial Ecosystems

Abstract

This study aims to explore the interaction of entrepreneurs with role models and role models’ narratives (influential individuals, well-known ventures, stories, etc.) in the context of sustainability orientation. While some entrepreneurs are engaged in sustainability-oriented actions, others are not. Keeping in mind that role models can influence entrepreneurs' perceptions, action orientation, and values, there is a significant lack of clarity on how role models interact with entrepreneurs in terms of influencing sustainable-oriented business activities. Hence, this paper examines the nature and dynamic of these interactions in the context of entrepreneurial ecosystems by applying systematic inductive qualitative research methods and choosing the Estonian entrepreneurial ecosystem (EE) as a context. This study contributes into ongoing EE research by providing a better understanding of how supportive environments of EE and entrepreneurs’ exposure to a variety of role models can foster sustainable entrepreneurial practices; expands understanding of Social Learning Theory in a sense of including “negative” rolde models and their influence by exploring how they can catalyze opposite behaviors, prompting entrepreneurs to reject unsustainable practices and adopt more ethical and environmentally friendly approaches.