Abstract
<title>Abstract</title> <p>Ethnic minority-owned SMEs operate in close relationship with local communities, yet limited empirical evidence explains how community-related factors shape their sustainability practices in developing economy contexts. This study examines how community sustainability awareness, community normative pressure and perceived community support are associated with sustainability practices adoption among ethnic minority-owned SMEs in Bangladesh. Drawing on the Theory of Planned Behaviour and Social Capital Theory, the study further investigates the mediating roles of owner sustainability attitude and perceived behavioural control, and the moderating role of social capital. A quantitative cross-sectional survey was conducted with 390 owner-managers and key personnel from ethnic minority-owned SMEs in four districts of Sylhet division, Bangladesh. The data were analysed using partial least squares structural equation modelling. The findings show that all three community-related drivers are positively associated with owner sustainability attitude and perceived behavioural control. Owner sustainability attitude and perceived behavioural control are also positively associated with sustainability practices adoption. The mediation results indicate that these two cognitive mechanisms explain how community-related drivers are linked with adoption. Social capital is positively associated with sustainability practices adoption and strengthens the relationships between owner sustainability attitude, perceived behavioural control and adoption. The study contributes to SME sustainability literature by showing that sustainability adoption in ethnic minority-owned SMEs is shaped by community expectations, owner-manager cognition and socially embedded resources. The findings offer practical guidance for policymakers, SME support agencies and development organisations seeking to promote inclusive and locally grounded sustainability practices.</p>