Uncovering Motivation for Sustainable Entrepreneurship in Fashion, Beauty, and Wellness: Evidence From Global North and Global South

ABSTRACT Sustainable entrepreneurship plays a crucial role in driving sustainable development, yet the motivation behind entrepreneurs' decisions to engage in sustainable businesses remains understudied. This research aims to identify the factors influencing entrepreneurs' motivation to engage in sustainable business in the fashion, beauty, and wellness industries. Employing a qualitative thematic content analysis of sustainable entrepreneurship cases published on the AIM2Flourish platform, the study reveals distinct patterns across different socioeconomic contexts. In “rising” economies, motivation for sustainable entrepreneurship is rooted in appreciative compassion, while developed countries show a greater emphasis on conscious guilt. Notably, the study demonstrates that the factors influencing entrepreneurs' motivation for sustainable businesses in developed countries are more complex and inside‐out oriented, while those in rising economies are more homogeneous and directed outside‐in. These findings contribute to a more nuanced understanding of sustainable entrepreneurship drivers across varying cultural landscapes. The results offer valuable context‐specific insights for policymakers and educators seeking to foster sustainable business practices.