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<p>Based on resource bricolage theory, this study aimed to offer an innovative, tailored formulation of the triple bottom line (TBL) framework by incorporating institutional embedding for rural entrepreneurship. We collected a unique sample comprising 942 cases of rural entrepreneurship in China, which were originally investigated for a China Central Television program; we textualized and structured them from over 20,000&#xa0;min of video. Using social entrepreneurial orientation (SEO), green entrepreneurial orientation (GEO), and entrepreneurial economic performance (EEP) to align with the three dimensions of TBL, we found empirical evidence that SEO positively affects the EEP of Chinese rural entrepreneurship and GEO negatively affects EEP, which is inconsistent with many previous predictions; the relationship between SEO and GEO is characterized by synergy. Our main test findings passed a robustness test that accounted for survivor bias and measurement validity. The mechanism analysis, exploring potential causes of GEO’s negative EEP effect, indicated that technological risk can at least partially explain the formation of this abnormal negative effect. To tailor the unachievable TBL to an achievable one, we resorted to institutional embedding in post hoc analyses. The findings revealed that, instead of the central government regulating macro policies, one-on-one support from rural governments is indispensable. In particular, institutional embedding is most efficient when rural governments provide technological support to GEO entrepreneurship. This study contributes a tailor-formulated framework of sustainability to interpret, optimize, and guide rural entrepreneurship and sustainable rural development.</p>

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Tailor-Formulating the Triple Bottom Line for Rural Sustainable Entrepreneurship: Evidence from Investigation Cases in China

  • 期刊论文

  • 发表日期：

    2026年4月29日

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  • Shiyu Wang,
  • Yan Julian Zhang,
  • Zongtao Tian

摘要

Based on resource bricolage theory, this study aimed to offer an innovative, tailored formulation of the triple bottom line (TBL) framework by incorporating institutional embedding for rural entrepreneurship. We collected a unique sample comprising 942 cases of rural entrepreneurship in China, which were originally investigated for a China Central Television program; we textualized and structured them from over 20,000 min of video. Using social entrepreneurial orientation (SEO), green entrepreneurial orientation (GEO), and entrepreneurial economic performance (EEP) to align with the three dimensions of TBL, we found empirical evidence that SEO positively affects the EEP of Chinese rural entrepreneurship and GEO negatively affects EEP, which is inconsistent with many previous predictions; the relationship between SEO and GEO is characterized by synergy. Our main test findings passed a robustness test that accounted for survivor bias and measurement validity. The mechanism analysis, exploring potential causes of GEO’s negative EEP effect, indicated that technological risk can at least partially explain the formation of this abnormal negative effect. To tailor the unachievable TBL to an achievable one, we resorted to institutional embedding in post hoc analyses. The findings revealed that, instead of the central government regulating macro policies, one-on-one support from rural governments is indispensable. In particular, institutional embedding is most efficient when rural governments provide technological support to GEO entrepreneurship. This study contributes a tailor-formulated framework of sustainability to interpret, optimize, and guide rural entrepreneurship and sustainable rural development.