Compliance pressure: What is it for social entrepreneurs?

In this chapter, I develop a fundamental understanding of compliance pressure for social entrepreneurs considering the theory of cognitive dissonance. I suggest that efforts to maintain the coexistence of social and business logic leave social entrepreneurs to behave counter to their convictions. I identify the threat of punishment, and dual compliance can create a discrepancy between public behaviour and the cognition of social entrepreneurs. However, the compliance pressure against social entrepreneurs does not always let them leave the situation or wind up the venture. Still, it allows them to uphold contradictory logic and manage compliance pressure.