How to enhance sustainability goals implementation in business behaviour: A lesson from discussions with Japanese small and medium-sized enterprises

Purpose This study aims to explore Japanese SME owners' perspectives of entrepreneurial values which lead to Japanese SMEs' sustainable business behaviour, and aims to develop a conceptual framework with key themes on how to enhance sustainability goals implementation in the businesses. Design/methodology/approach A qualitative study method was applied using semi-structured interviews. The interviews were conducted with 24 SME owners in Japan and the data were analysed using a thematic approach. Five entrepreneurial orientation (EO) dimensions were used as an analytical framework to reveal the unique values underpinning Japanese SME owners' sustainable business behaviour. Findings The results suggest that Japanese SME owners have unique business values in addition to the five established EO dimensions (Lumpkin & Dess, 1996). First, two new revealed dimensions, value co-creation and 'Contribution to the communities' have been found to support their clear intention of the implementation of sustainability goals in their business behaviour. Second, from the interview process, three more values, which we named 'driving forces', have been depicted as underlying their sustainable business behaviour for implementing sustainability goals: 'Emotional attachment,' 'Pride,' and 'Noneconomic values with Sanpo-yoshi '. Limitations We acknowledge that the dataset should be expanded to develop more robust implications which can be verified with other businesses in different markets. A quantitative approach also should be conducted to validate the model and measurements to enhance the applicability and usability of the developed model. Contributions This study has developed implications for businesses on how to implement sustainability goals with what kind of business values are embedded in SME owners' minds. The research outcomes demonstrate the key values which support sustainability goals implementation: SDG 8, 9, 11, and 12. The study aimed to share knowledge on sustainability theory and practices by addressing the unique underpinning values encouraging the businesses in sustainable directions, and a course of research that provides insights for researchers and practitioners.