Social entrepreneurship orientation and institutional pressures: Role of level of utilitarian identity and level of other regarding values

This paper intent to test the relationship between institutional pressure (regulatory, cognitive, and normative) and social entrepreneurship orientation in the presence of level of utilitarian identity, level of other-regarding values. The data collection was through a survey-based method from 270 social enterprises that participated. The comprehensive integrated model was designed to test the impact of institutional pressure (regulatory, cognitive, and normative) on social entrepreneurship orientation with moderating role of the level of utilitarian identity, and the level of other-regarding values. The findings of the study reveal that institutional pressure, level of utilitarian identity, and level of other-regarding values positively and significantly influence social entrepreneurship orientation. Furthermore, the level of utilitarian identity positively and significantly moderates the relationship between institutional pressure and social entrepreneurship orientation while, the level of other-regarding values negatively and significantly moderates the relationship. This study provides the pathway to social entrepreneurial orientation to an organization currently operating social enterprises domain.