Duaa Azzam Al-Baw

Sustainability includes social, economic, and ecological responsibilities. The worldwide concern about sustainability is increasing, especially for those issues related to the ecological domain. Any organization wishing to survive and sustain its business should consider sustainability pillars within daily activities. Therefore, this study is directed to investigate how consumers’ identification, involvement, and commitment to sustainability affect entrepreneurship. This paper uses a quantitative cross-sectional method to collect the data from 400 respondents in Jordan. The results show a correlation between consumers’ level of involvement, identification, commitment, and sustainability components (economy-driven venture, society-driven venture, and ecology-driven venture). Moreover, commitment has the highest effect on customers’ intentions and behavior; identification has the second highest effect, while involvement does not significantly affect both customers’ intentions and behavior. The study recommends that all organizations, whatever they do and wherever they conduct their business, should consider sustainability pillars within their strategies and daily practices. The sustainability-driven ventures should not only attract the required customer segmentation via social media, but also enhance, strengthen, and engage their sense of identification, commitment, and belonging.