There has been growing recognition that a transition towards a more sustainable future is needed. Entrepreneurs are seen as key agents for that transition by launching sustainable products, services, and processes (Hall et al., 2010). Currently, we know little about the motivations of sustainable entrepreneurs in the early-stage venturing process, even though interest in this topic is steadily increasing (Hall et al., 2010). Entrepreneurial motivation plays a fundamental role for the understanding of new venture creation processes (Herron & Sapienza, 1992; Cohen et al., 2008; DeTienne et al., forthcoming). Motivation can be seen as an important variable to explain why some individuals recognize sustainable development opportunities and others do not (Patzelt & Shepherd, 2011). However, we lack knowledge on how motivation affects the new venture creation process.