“Do you believe in an afterlife?”: Fabricating sustainability-oriented entrepreneurs with curvilinear effects of religious beliefs

This study explores how religious beliefs shape sustainability-oriented entrepreneurial intentions through sustainability-oriented mindfulness and personal norms within the framework of the Norm Activation Model. Focusing on three specific religious beliefs—afterlife beliefs, karmic beliefs, and beliefs in a just world—the research investigates both the direct and indirect effects of these beliefs on sustainability-oriented intentions. Data were collected from 385 university students using a structured survey, and the proposed relationships were analyzed through regression analysis and response surface methodology. The findings indicate that afterlife beliefs, karmic beliefs, and beliefs in a just world positively influence sustainability-oriented mindfulness, which subsequently strengthens personal norms. Additionally, sustainability-oriented mindfulness mediates the relationship between religious beliefs and personal norms, while only afterlife beliefs exhibit a serial indirect effect on entrepreneurial intentions through the mindfulness and personal norms pathway. The study further reveals that alignment between pairs of religious beliefs (afterlife beliefs and karmic beliefs, karmic beliefs and beliefs in a just world, afterlife beliefs and beliefs in a just world) enhances sustainability-oriented mindfulness, whereas significant discrepancies between certain beliefs can weaken it. This research contributes to the literature by incorporating religious beliefs into the Norm Activation Model and emphasizing the role of balanced belief systems in fostering sustainability-oriented entrepreneurship. Practical implications suggest that promoting mindfulness and cohesive ethical frameworks may enhance sustainable entrepreneurship, particularly in religious or culturally influenced settings.