How green is green? Ecopreneurs balancing environmental concerns and business goals

Abstract

This article's main research objective is to understand more about ecopreneurs with respect to the way they manage their businesses whilst maintaining their commitment to the environment. We conducted a mail survey in 2011, where 350 questionnaires were sent out to ecopreneurs in New Zealand. This article reports on the results of the 84 survey responses that were received (a 24 per cent response rate). This study outlines the motivations for starting the business, the key green aspects of the product or service that the ecopreneurs produce or sell, as well as the degree of greening of their organisations. We also focus on decision-making practices and growth aspirations of the ecopreneurs. Ecopreneurs prioritise the environment over profits whenever practical, and are conscious of doing the best they can to lessen their impact on the environment. Ecopreneurs may offer a win-win scenario for the economy and the environment, as well as enabling the ecopreneurs themselves to fulfil their own personal goals. Ecopreneurs are therefore able to incrementally improve the environment within their own companies, and with their products and services they have the ability to educate a wide audience on the benefits of protecting our environment.

Keywords:

• sustainability
• environmental entrepreneurship
• start-up
• growth
• ecopreneurs

Notes

1. An earlier version of this paper was presented at the International Council for Small Business Conference, June 10-13 2012, Wellington, New Zealand.