A moral entrepreneur is an individual, group, or formal organization that seeks to influence a group to adopt or maintain a norm; altering the boundaries of altruism, deviance, duty or compassion.

Moral entrepreneurs take the lead in labeling a particular behaviour and spreading or popularizing this label throughout society. This can include attributing negative labels to behaviour, the removal of negative labels, positive labeling, and the removal of positive labels. The moral entrepreneur may press for the creation or enforcement of a norm for any number of reasons, altruistic or selfish. Such individuals or groups also hold the power to generate moral panic; similarly, multiple moral entrepreneurs may have conflicting goals and work to counteract each other. Some examples of moral entrepreneurs include: MADD (mothers against drunk driving), the anti-tobacco lobby, the gun-control lobby, anti-pornography groups, and LGBT social movements, as well as the pro-life and pro-choice movements, which are an example of two moral entrepreneurs working against each other on a single issue.