This study investigates the influence of innovation capability and market learning capability on sustainable entrepreneurship among industrial firms. Employing an applied, descriptive-survey research design with a mixed-methods approach, the study targeted 180 CEOs, with a sample of 118 selected via simple random sampling using the Krejcie and Morgan table. Data were collected through standardized questionnaires on innovation capability, market learning capability, and a researcher-developed sustainable entrepreneurship instrument. Data analysis involved regression and structural equation modeling (SEM) using SPSS 23 and SmartPLS4. Findings revealed that innovation capability (encompassing innovation culture, knowledge utilization, leadership, individual innovation capability, and innovative structures) and market learning capability (including market understanding, competitor orientation, and customer orientation) significantly and positively impact sustainable entrepreneurship. The structural model, with good fit, explained 61.3% of the variance in sustainable entrepreneurship. The study suggests that enhancing innovation and market learning capabilities can improve sustainable entrepreneurial outcomes, offering practical implications for industrial managers to prioritize innovative processes, modern leadership, and market-oriented strategies.