The Influence Of Altruistic Motivation On Decision-Making Of Sustainable Entrepreneurship

The global economy is growing rapidly with more environmental and social problems which has become a serious concern. Sustainable Entrepreneurship combining "sustainable development" with "entrepreneurship" has immense potential in solving problems among economic development, environmental protection and social sustainable development, which has been called"the triple bottom line". Based on this background, this paper studies the influence of altruistic motivation onthe decision-making of sustainable entrepreneurship.Based on the comprehensive literature review on sustainable entrepreneurship, altruistic motivation, entrepreneurial self-efficacy and entrepreneurial risk perception, our research model and hypothesis are built to study how altruistic motivation influences the decision-making of sustainable entrepreneurship. Combing four case studies to better explain the model, we use advanced and mature questionaires to measure variables and target on the experienced entrepreneurs.255valid questionnaires areusedto do the correlation coefficient analysis and regression analysis with the findings as follows:1. The dimensionalities of altruistic motivation, entrepreneurial self-efficacy, decision-making of sustainable entrepreneurship and entrepreneurial risk perceptionare proved;2. The four dimensionalities ofaltruistic motivation, that is public interest commitment, social justice, self-sacrifice and making public policy, are positively associated with decision-making of sustainable entrepreneurship. Comparatively social justice is most positively associated with the decision-making of sustainable entrepreneurship while making public policy is the least;3. Several dimensionalities of entrepreneurial self-efficacy play as a mediator veriable betweenpublic interest commitment, social justiceand making public policy withdecision-making of sustainable entrepreneurshiprespectively while it doesn’t play role as mediator betweenself-sacrifice and decision-making of sustainable entrepreneurship. Entrepreneurial risk perceptionplays as a moderator variable on the relationship of howentrepreneurial self-efficacyinfluences the decision-making of sustainable entrepreneurship partly.Our research contributes to the theory of sustainable entrepreneurship which stays at its early stage and is lack of empirical study. As well this paper shows its novelty to research on the altruistic motivation rather than the egoistic motivation considered as a core motivation for entrepreneurs.