Description:
Previous research has shown that founder identity influences entrepreneurial motivation to initiate and stay in business. However, it is less clear how identity influences sustainability goals in the context of family farms and a hostile environment. In this paper, the founder social identity model is applied to a sample of Swedish farmers (N=269) to examine the influence of social identity on economic, social, and environmental sustainability goals, while controlling for family influence and environmental hostility. The results show that both family influence and environmental hostility moderate sustainability goals, but this occurs to different degrees between the social identity groups. The findings can be useful for farm advisors and governmental bodies to better understand the drive and motivation to be in business among farm entrepreneurs