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Sustainability and entrepreneurship are often regarded as binary concepts that have a tradeoff relationship, meaning that the higher the social and environmental consideration, the lower the private and economic benefits. The purpose of this study is to investigate the effect of individual sustainability orientation on opportunity recognition and sustainable entrepreneurship intention, and examine whether it has a tradeoff relationship with entrepreneurship orientation. The result of this study shows that sustainability orientation has a positive relationship with opportunity recognition and entrepreneurship intention related to sustainability. Analysis of the moderating effects of entrepreneurship orientation reveals the positive effect with sustainability orientation but negative effect with opportunity recognition on sustainable entrepreneurship intention. This study would suggest implications to entrepreneurs on how to balance sustainability and entrepreneurship and promote sustainability entrepreneurship.

Sustainability Orientation and Entrepreneurship Orientation: Is There a Tradeoff Relationship between Them?