Personal Values as Drivers of Sustainable Behaviors in Moroccan SME Managers

This paper explores the effect of personal values on Moroccan SME managers' engagement in sustainable practices. While acknowledging the importance of the financial perspective, the study emphasizes the increasing focus on ethical considerations and individual managers' roles in promoting sustainable development. We argue that integrating sustainability into a company's vision is crucial, but a deeper understanding of individual motivations, pressures, and values is essential for achieving sustainable growth. To gain insights into these individual perspectives, we employ a qualitative approach through semi-structured interviews with seven Moroccan SME owner-managers. Our findings reveal a significant influence of personal values on driving sustainable behaviors within these companies. This research aims to contribute to a more comprehensive understanding of the human dimension of sustainability within SMEs and empower stakeholders to promote a culture of sustainability within these organizations.