EMBEDDEDNESS THROUGH SUSTAINABLE ENTREPRENEURSHIP IN EVENTS

This study investigates sustainable entrepreneurship in events businesses to understand the value systems and social good of sustainable entrepreneurs within the sector, through a focus on the placebased, social, and psychological processes of embeddedness. Data were collected through qualitative semistructured interviews, or qualitative surveys with representatives of 12 UK small to medium size enterprises (SMEs) identifying as sustainable entrepreneurial businesses in the events sector. The study employed thematic analysis to develop an initial code framework and subsequent final themes. Findings indicate sustainable entrepreneurship emerged as a value system deeply embedded within the organizational identity of the sample and dependent on the creation of place-based connections. Business expansion for sustainable entrepreneurs is perceived as diversification and adaptation to facilitate further advances in sustainable operation. The study proposes a conceptual model that demonstrates the interrelationship between embeddedness and sustainable entrepreneurship, which emerges through principles of identity, attachment, and place making.