Abstract
A growing number of business incubation programs are showing interest in supporting sustainable entrepreneurship in response to pressing social and environmental challenges. However, while the need for a sustainability orientation is widely acknowledged, it remains unclear how and to what extent business incubators are translating this interest into concrete actions. The risk that the focus of business incubators on sustainability may remain largely symbolic-expressing a commitment without meaningful change-rather than substantive, with a real impact on their structures and programs, exists. Drawing on the distinction in institutional theory between symbolic and substantive actions, this study presents a comparative case analysis of three French business incubators to explore how they operationalize their missions to foster sustainable new ventures. The findings provide both research and practical insights on understanding and implementing sustainability orientation within business support structures.