Can Sustainable Entrepreneurship Create Value for Enterprises? Examining the Roles of Corporate Reputation and Entrepreneurs' Self-Promotion Behavior

To understand the heterogeneous performance outcomes of sustainable entrepreneurship, this study investigates the role of founder impression management. We develop and test moderated mediation model, drawing on signaling and impression management theories, using a dual-study design with longitudinal data (N=217) and survey data (N=259). Our findings reveal that while corporate reputation mediates the sustainability-performance link, this effect is contingent on the founder's self-promotion. This demonstrates that founder agency acts as a critical amplifier, unlocking the financial and social returns of sustainability commitments. By integrating micro-level entrepreneurial actions with macro-level sustainability goals, this research advances theory and offers entrepreneurs a clear strategic pathway: combine sustainable practices with compelling communication to build reputation and drive performance.