Responsible Entrepreneurship Through Public Eyes: A Qualitative Exploration of Moral and Sustainable Expectations

Abstract

This exploratory study analyzes how ordinary citizens from seven European countries perceive and construct the meaning and legitimacy of responsible entrepreneurship. Drawing on a qualitative and social constructionist approach, 104 open-ended interviews were conducted, eliciting participants’ narratives and metaphors about the purpose of business, the figure of the entrepreneur, and the ethical challenges of entrepreneurship. The analysis reveals that most citizens associate entrepreneurship with “growth,” “prosperity,” and positive societal impact, but also express skepticism regarding the authenticity of sustainability claims. Metaphors and narratives show a broad spectrum of public imaginaries: positive images (“captain,” “gardener”) reinforce legitimacy, while negative or ambivalent metaphors signal doubt, ethical tension, or perceived opportunism. The study demonstrates that legitimacy is shaped not only by economic or institutional factors, but by symbolic narratives and ethical expectations rooted in civic discourse. These findings underscore the need for greater public dialogue in defining responsible entrepreneurship and highlight the value of integrating citizens’ voices in entrepreneurship research, policy, and practice.