The ebb and flow of identity: How sustainable entrepreneurs deal with their hybridity

The identity of sustainable entrepreneurs progresses and is primed by certain identity dimensions, including society, community, or competition as their frames of references, their social motivation, and their self-evaluation. Because sustainable entrepreneurs aim to achieve the goals of generating profit and create social and/or ecological value at the same time, they experience two types of tensions: one that concerns social and ecological and the other with an extension of economic aspects. To leverage these, we find identity shifts dependent on the tension sustainable entrepreneurs’ experience, activating a certain combination of identity dimension. Building on 29 case studies with European sustainable entrepreneurs, the study investigates the dynamic role of entrepreneurial identity, thereby informing about fluid hybrid identity conflict management strategies. This adds to theory on entrepreneurial identity that has widely found multiple, yet coherent entrepreneurial identities and conflict management strategies.