The identity of sustainable entrepreneurs progresses and is primed by certain identity dimensions, including society, community, or competition as their frames of references, their social motivation, and their self-evaluation. Because sustainable entrepreneurs aim to achieve the goals of generating profit and create social and/or ecological value at the same time, they experience two types of tensions: one that concerns social and ecological and the other with an extension of economic aspects. To leverage these, we find identity shifts dependent on the tension sustainable entrepreneurs’ experience, activating a certain combination of identity dimension. Building on 29 case studies with European sustainable entrepreneurs, the study investigates the dynamic role of entrepreneurial identity, thereby informing about fluid hybrid identity conflict management strategies. This adds to theory on entrepreneurial identity that has widely found multiple, yet coherent entrepreneurial identities and conflict management strategies.

可持续企业家的身份不断发展，并受到某些身份维度的影响，包括社会、社区或竞争作为他们的参考框架、他们的社会动机和他们的自我评价。由于可持续企业家的目标是同时实现创造利润和创造社会和/或生态价值的目标，因此他们会遇到两种紧张局势：一种涉及社会和生态，另一种涉及经济方面的延伸。为了利用这些，我们发现身份转变依赖于可持续企业家的经验，激活了身份维度的某种组合。基于对欧洲可持续企业家的 29 个案例研究，该研究调查了企业家身份的动态作用，从而了解流动性混合身份冲突管理策略。这增加了关于企业家身份的理论，该理论已广泛发现多种但连贯的企业家身份和冲突管理策略。