Sustainable business model innovation debate is mostly focusing on the use of certain practices and tools to implement sustainable objectives in new firms. Our paper contributes to this debate examining the factors influencing the entrepreneur's election of the practices to develop sustainable business model innovation (SBMI). We conducted an empirical analysis on a population of Spanish entrepreneurs (N = 234) and applied a sound behavioral framework and the PLS-SEM algorithms to factor out those elements. On the basis of this analysis, we argue that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit, costs, speed, funding, and security and behavioral intention might affect the entrepreneurial acceptance of the practices leading to SBMI. We also argue that the knowledge of these factors benefit incubators, mentors, and agencies balance them into their support to sustainable business development. Our analyses open a novel research line by studying those factors influencing entrepreneurial use of sustainable innovation practices and facilitating future development of full-scale models explaining this usage.

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(1) Background: this paper analyzes the relationship between entrepreneurship and sustainability following the worldwide reference of the 2030 Sustainable Development Goals (SDGs) framework set by the United Nations. Nowadays, these SDGs are the inspiration for many types of entrepreneurship that combine value creation with conservation and social protection. (2) Methods: using the indicators provided by Eurostat in its section called “Sustainable development indicators”, we have developed a dataset of 21 variables applied to the European Union (EU27) for the period 2013–2017. (3) Results: the results hold that these SDGs have favored a climate of change in the European economies towards more responsible behavior on the part of society, institutions, and their business fabric, creating new sustainable entrepreneurship. (4) Conclusions: the promotion of the SDGs has contributed to increasing the rate of entrepreneurial activity in the period 2013–2017.

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