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The purpose of this paper is to empirically examine the cognitive drivers that push entrepreneurs toward sustainable venture creation using entrepreneurial cognitive scripts. In particular, this study tests the relationship between entrepreneurial cognitive scripts and sustainability orientation among entrepreneurs in an emerging economy to understand whether entrepreneurial cognitive scripts act as a driver toward sustainability.

A primary research study was conducted using a structured questionnaire among 351 sample respondents, of which 54% labeled themselves as entrepreneurs and 46% labeled themselves as traditional business people, business students or non-entrepreneurs. The entrepreneurs represented more than ten different industries such as agriculture, food and beverage, education, technology and entertainment.

The findings of this study highlighted a negative relationship between entrepreneurial cognitions and sustainability orientation as hypothesized. Additionally, non-entrepreneurs were found to be more sustainability-oriented, whereas entrepreneurs with high levels of cognitive scripts were found less concerned about sustainability issues.

This study has a geographic limitation as it has been conducted in a developing country, which is Egypt. Accordingly, the results should be generalized with caution to other developing nations.

This study shows the importance of sustainable entrepreneurship education as an important part of the entrepreneurial ecosystem. The study sheds the light on the different stakeholders that are responsible for raising awareness about the importance of sustainability in developing countries.

This study empirically validates the relationship between entrepreneurial cognitive scripts and sustainability orientation among several industries in a developing country. The study has also a novel contribution in validating that non-entrepreneurs can enjoy entrepreneurial cognitive scripts without the necessity of starting their ventures.

Understand the implementation phase of sustainable start-ups. Identifying the 4 Ps of sustainable start-ups. Understand the different types of challenges faced by Up-Fuse regarding their target customers and their value proposition. Highlighting the important strategic decisions that sustainable start-ups have to consider in their business cycle. Analyzing the differences between the market conditions globally and in the Middle East and North Africa (MENA) region.

Sustainable entrepreneurship is the type of entrepreneurship that is market-oriented and creative while at the same time putting the environment, society and economy into consideration. Sustainable entrepreneurs offer value through their goods and services that are beneficial or at least do not harm the environment or the society. The case provides background information and facts about doing business in the MENA region and Egypt specifically. Afterward, the case study emphasizes the challenges that are faced by sustainable entrepreneurs in Egypt through analyzing the case of a sustainable Egyptian start-up. The case study is on Up-Fuse, one of the sustainable start-ups in Egypt that produce backpacks, shoulder and waist bags, laptop sleeves, cases and pouches. This case study aims at describing the different challenges and strategic decisions that sustainable start-ups go through in Egypt.

This case targets undergraduate management students, marketing students, master of business administration students, entrepreneurship students and entrepreneurs. This case can be taught in courses with marketing, entrepreneurship and sustainability focus.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This study aims at exploring the role of higher education service quality in affecting students' psychological well-being through the lens of the sustainable development goals. This purpose is achieved through investigating the effects of functional and technical service quality dimensions on six psychological well-being dimensions, namely, environmental mastery, autonomy, self-acceptance, positive relationships with others, personal growth and purpose in life.

Using a survey, data were collected from 453 Egyptian students. The hypotheses are tested using structural equation modeling via SmartPLS 4. The study's limitations are the inability to use probability sampling techniques and length of the survey that led to low response rates.

The results show that functional service quality is positively associated with students' autonomy, positive relationships with others and self-acceptance, while functional service was found insignificant in affecting environmental mastery or self-acceptance. Further, positive results are found in the relationship between technical service quality and students' environmental mastery and self-acceptance. On the other hand, a negative relationship is detected between technical service quality and students' personal growth. Lastly, technical service quality is found to be insignificant in affecting students' autonomy or personal relationships with others.

This study responds to calls for more studies investigating how service quality can shape and affect customer well-being. Furthermore, this is the first study to investigate the different roles played by functional and technical service quality in affecting six psychological well-being dimensions of higher education students. Drawing on a sample of 453 Egyptian students, this study provides a novel contribution about the Egyptian higher education context, which is both understudied in the service literature and the well-being literature.