Analysis of entropy generation in mixed convection flow over a vertically stretching sheet has been carried out in the presence of variable thermal conductivity and energy dissipation. Governing equations are reduced to self-similar ordinary differential equations via similarity transformations and are solved numerically by applying shooting and fourth-order Runge–Kutta techniques. The expressions for entropy generation number and Bejan number are also obtained by using similarity transformations. The influence of embedding physical parameters on quantities of interest is discussed through graphical illustrations. The results reveal that entropy generation number increases significantly in the vicinity of stretching surface and gradually dies out as one move away from the sheet. Also, the entropy generation number decreases with an increase in temperature difference parameter. Moreover, entropy generation number enhances with an enhancement in the Eckert number, Prandtl number, and variable thermal conductivity parameter.