This research looks at social sustainability within the Omani context; the extent to which it is being incorporated in business systems and how it influences the purchase decisions of individuals. As the consumer becomes more environmentally and socially conscious, consumers expect companies to be forthcoming with their information and more sustainable. It is now critical for companies to embrace the new socially responsible policies for performing ethical business, which gives them an advantage in the market compared to others with bad reputation. The study looks at three key areas: the perspective of reasons that lead to the adoption of social sustainability by Oman entrepreneurs in the supply chain, relation of these entrepreneurs’ characteristic on adoption of social sustainability practices and impact on consumer behavior due to such practices. By focusing on these topics, the research will contribute to the knowledge of sustainable entrepreneurship and will provide relevant recommendations for the Oman’s entrepreneurs consistent with the Oman’s 2040 vision.