We examine the relationships between entrepreneurs' values, beliefs and orientations with their firms' engagement in sustainability-oriented entrepreneurial actions, using a sample of 352 newly established businesses from two Asian countries (Bangladesh and Iran). Our results reveal a dual role of entrepreneurs' values, beliefs and orientations when taking sustainability-oriented actions. We confirm that individual differences in the set of values, beliefs and orientations can foster or hinder the sustainability-oriented actions across organizations. Our paper contributes to the growing literature of sustainable entrepreneurship, by providing answers for recent calls for better understanding which entrepreneurial ventures engage more in sustainability-oriented actions.