Norma social e intención emprendedora desde el emprendimiento sostenible en la zona de frontera

This study examined the relationship between social norms and entrepreneurial intent from the perspective of sustainable entrepreneurship in the Ecuador-Colombia border region. A quantitative, descriptive, cross-sectional research design was employed, involving a random survey of 818 entrepreneurs in the provinces of Carchi (Ecuador) and Nariño (Colombia). The results reveal complex patterns in the dynamics of cross-border sustainable entrepreneurship. While the perception of social norms shows similarity between both countries, there are significant differences in entrepreneurial intent. Specifically, a weak but significant positive correlation between social norms and entrepreneurial intent was found in Ecuador, whereas no significant correlation was evidenced in Colombia. These findings suggest a normative decoupling in the context of the transition towards business sustainability, where traditional norms and emerging sustainability norms coexist in tension. The homogeneity in normative perception represents an opportunity to develop cross-border sustainable entrepreneurship initiatives, while the differences in entrepreneurial intent suggest the need for differentiated interventions that consider the specificities of each national ecosystem. This study contributes to the understanding of how social norms and entrepreneurial intent interact in the context of sustainable entrepreneurship in border regions of developing countries.