Beata Żukowska

Family businesses are often seen as key players in efforts to increase sustainability due to their transgenerational focus. Researchers have reported that companies strengthen their commitment to sustainability as they consolidate their entrepreneurial commitment, but the existing knowledge about drivers of family firms' sustainability choices is limited. This study sought to fill related research gaps by exploring the relationships between five entrepreneurial orientation (EO) components—risk taking, innovativeness, proactiveness, competitive aggressiveness and autonomy—and family businesses' sustainability initiatives. These companies comprise a unique research context in terms of the EO‐sustainability link due to their focus on continuity and propensity to create value for future generations. In addition, women increasingly hold leadership positions within family businesses, and studies have categorised both entrepreneurship and sustainability as gendered processes. Thus, this research also explored female chief executive officers' (CEOs) moderating role as corporate change agents who influence the EO‐sustainability initiatives relationship. Analyses were conducted using primary data collected from 195 privately held family firms in Poland. The results indicate that only one EO component (innovativeness) is significantly associated with family businesses' sustainability initiatives and that CEO gender moderates the links between two EO components (proactiveness and autonomy) and sustainability. Thus, this article contributes to the management literature by exploring the role of women leaders as change agents for sustainability in family firms. Other significant theoretical and practical implications are also discussed.