Involvement in sustainable development is a voluntary activity. Organizations apply the principles of sustainable development only when they identify several benefits. These benefits are identified, especially with the financial ones. The involvement of organizations in sustainable organizations has different intensity levels. These intensity levels are influenced by psychosocial factors, attitudes toward organizational risks, and organizational and urban policies. The present paper identifies the key psychological factors involved in applying organizational sustainability principles within organizations. For this research, five groups were created (...) for in-depth interviews with key people from Romania’s innovative companies. To identify the importance of the framework analysis factors, the Delphi method was used, in which 20 experts from different fields of activity were involved. Following the rounds involved in the Delphi method, the ranking of PF on four levels of importance was accepted, based on planned behavior and reasoned action theory. These levels were correlated with the intensity levels of involvement in sustainable development. The entire market study was conducted during COVID-19, which significantly impacted specific directions. As a result, it could be observed that motivation, learning attitude, behavior, and intention to take precedence are essential in the organizational sustainability approach. (shrink)