This study’s objective is to develop a model of sustainable entrepreneurial behavior, integrating individual and cultural perspectives, to understand and promote sustainable entrepreneurial intentions effectively. This article discusses the impact of financial and non-financial motivations (namely, spiritual and moral obligations) on sustainable entrepreneurial intentions. It explores how individual differences and cultural influences serve as moderators in the relationships between financial/non-financial motives and sustainable entrepreneurial intentions. The article provides a rationale for these proposed connections. The study gathered data from 772 individuals who are currently involved in entrepreneurial activities or are business owners in a developing country, who used a self-administered questionnaire. Results indicate that moral and spiritual obligations positively and significantly influence sustainable entrepreneurial intentions, both directly and in a moderated manner. Moral obligation emerges as the most robust predictor, while spiritual obligation demonstrates the strongest moderated impact. Additionally, financial motives prove to be significant predictors of sustainable entrepreneurial intentions. These findings offer valuable insights for marketers and governmental bodies, which may contribute to informed decision-making in the future.
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