Building on recent research on sustainable entrepreneurship, we adopt a goal setting perspective with reference to the three pillars of sustainable development, namely profit, people and planet. Sustainable entrepreneurship research calls for studies that identify and better understand the influence of individual characteristics on the triple bottom line. Therefore, we aim to explore the individual factors influencing entrepreneurs’ prioritizing of one objective over the two others. Building on research that shows that an individual’s characteristics and his/her perceptions of the context both influence his/her entrepreneurial goals, we study the individual drivers of the sustainable orientation (the triple bottom line) of the entrepreneurial activity.