When sustainability intentions translate into social actions in early-stage ventures: the moderating role of perceptual factors

Purpose Many entrepreneurs aspire to create impact for society, yet translating these intentions into concrete actions remains complex and gradual. This study investigates how sustainability intentions lead to social actions among early-stage entrepreneurs and identifies perceptual moderators shaping this relationship. Design/methodology/approach Drawing on the theory of planned behavior and social cognitive theory, the study examines how fear of failure, self-efficacy and knowing other entrepreneurs influence the (sustainability) intention–(social) action link. Using individual-level data from 22,008 early-stage entrepreneurs across 44 countries of the 2021 Global Entrepreneurship Monitor, stepwise logistic regression analyses with interaction effects are conducted. Findings Sustainability intentions are associated with social actions. Further, perception mechanisms exist that influence the intention–action relationship in sustainable entrepreneurship. Self-efficacy and knowing other entrepreneurs strengthen this relationship, while fear of failure weakens it, acting as a barrier to action. Research limitations/implications The findings are based on data from 44 countries, offering broad applicability. Future research could explore specific national or regional contexts to improve contextual understanding. Also, additional perceptual factors, including motivations, beliefs and emotions, may influence the sustainability intention-action relationship and warrant further investigation. Practical implications The results suggest that an intention–action gap can exist in social or sustainable entrepreneurship. This gap can be reduced through training, networking and confidence-building initiatives. Addressing psychological barriers, particularly fear of failure, is essential. Policymakers could also reduce institutional constraints that may shift the focus of entrepreneurs away from impact towards purely survival-driven strategies. Social implications Sustainability intentions alone are insufficient; their realization depends on cognitive and social conditions. Positive perceptions and supportive networks can help reduce the intention–action gap and foster social entrepreneurship. Originality/value By integrating theory of planned behavior and social cognitive theory as two theoretical frameworks, the study highlights the critical role of perceptual moderators in converting sustainability intentions into tangible social actions in early-stage entrepreneurship.