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Moralized markets are economic markets in which moral aspects are explicitly used to legitimize decisions. Companies involved in such markets have to cope simultaneously with opposing logics: While they strive for economic growth, their existence is bound to their moral integrity, too. This chapter investigates how ecopreneurs manage this inherent conflict of moralized markets. Based on interviews, documentary analysis and sample purchases, an empirical case study highlights the example of well-renowned ecopreneurial dairies distributing their milk via ecologically disreputable discount stores. By looking into the related struggle between moral and economic expectations, the chapter sheds light on one particular coping strategy: The tacit creation and maintenance of separate fields for moral and economic logics. This strategy of fragmentation is referred to as ‘double game.’ The study emanates from competing logics approaches to hybrid organizations by adopting a field theoretical, Bourdieusian perspective. Its explicit focus on opposing logics and on coping strategies that go beyond reconciliation opens up new perspectives for both sustainability and organization studies.

Using the Bennett (1991) and Berle (1991) publications as a historical picture of what were considered to be “best-practice” examples of ecopreneurial businesses in the 1990s allows a longitudinal assessment of the success and failure of such businesses almost two decades on. Tracking their evolution facilitates the consideration of emerging patterns in their development, such as what happened within certain industries, whether common patterns emerge in the role of the founder ecopreneurs and how successful different firms actually were.

The case will offer insight to the students regarding the idea generation and development of a viable sustainable venture. It will promote the understanding of students regarding SDGs and how SMEs can contribute towards their attainment. They will learn to develop the action plan for a green business venture and understand how each of the business activity in each phase of value chain contributes towards environmental, economic and social sustainability.

Rana Waseem, a young business graduate started a small ecopreneurial venture to offer sustainable food from raw material till disposal in developing nation context named as Dhuaan ‘n’ Dukhaan (D ‘n’ D) in Sargodha, Pakistan. He had an aim to create a model of business that not only supports the local economy in terms of offering decent employment but also promotes a food business that generates nutritional self-sufficiency as per the triple bottom line concept. This case gives an exploratory insight into the actual sustainable operations that have survived eight months successfully and on the path of growth without profit being the sole aim. D ‘n’ D has benefited the lives of people in Sargodha by offering job opportunities, a decent wage, healthy food at affordable rates, reduction in diseases, reducing food wastage and efficient resource usage with a positive impact on the environment.

The case is suitable for undergraduate and post graduate students studying entrepreneurship and small business management.

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CSS 3: Entrepreneurship

In the context of contemporary debates on ecopreneurship and sustainable livelihoods, this article seeks to compare two programmes to promote a certain type of agro‐economic practice among rural farmers. By following the successes and failures of these programmes, the text interrogates how such initiatives are evaluated by the surrounding community of aid agencies and governmental bodies.

Deploying the theoretical notion of “performativity”, as used within economic anthropology, the article posits that the above‐mentioned programmes can be construed as economic experiments. More specifically, the text compares two concurrent initiatives: One ecopreneurial experiment instigated by a social entrepreneur, and one livelihoods‐focussed experiment instigated by an aid agency. The case study is based upon material from a three‐year ethnography of entrepreneurship‐promoting programmes in Hambantota, Sri Lanka.

While the ecopreneurial venture fails, the livelihoods‐based initiative proves successful in demonstrating its economic validity. The case study indicates that, in the context of modes of evaluation focusing on day‐to‐day incomes of farmers, it may be difficult for ecopreneurs to make room for ecological experimentation.

Having identified this “ecopreneur's dilemma”, the article prompts scholars and policy‐makers to investigate it further, and potentially re‐examine how the livelihoods agenda is implemented in practice.

This paper aims to examine the experiences of an ecopreneurial venture that was operating before, during and after the 2010-2011 series of earthquakes in Christchurch, New Zealand. The aim is to elucidate on the tension existing between an ecopreneur’s personal green values/ethics and his need to be resilient and do what was necessary to ensure his business’s survival, which was operating before, during and after an extreme event – the 2010-2011 series of earthquakes in Christchurch, New Zealand.

The data are gathered from a longitudinal case study of Just Organic Ltd (an organic fruit and vegetable delivery service) over a five-year period which covers time before and after the earthquakes. Data were gathered via two in-depth face-to-face interviews with the ecopreneur, along with a number of email and telephone follow-ups.

Findings indicate that an extreme event such as an earthquake will inhibit the green values of an ecopreneur as the ecopreneur works to ensure business survival. To continue to operate successfully, the ecopreneur developed a resilient and hardy nature and adapted operational processes to run in a more entrepreneurial fashion. It would seem that holding firmly to green values irrespective of a changed business environment is detrimental to business viability and survivability. The ecopreneur bounced forward, rather than bouncing back from the disaster.

The implications for research, policy makers and ecopreneurs and entrepreneurs in general are discussed. There are lessons to be learned from the experiences of the ecopreneur who is operating Just Organic Limited.

This paper is one of the few that has examined the impact the Christchurch earthquakes had on an existing eco-business. The longitudinal data enable a unique insight into the operational aspects of an eco-business before and after a series of earthquakes.

Drawing on the multiplicity of context approach, this study investigates whether female entrepreneurs are more likely than male entrepreneurs to create environmentally oriented organizations. This study aims to examine how context, measured by gender socialization stereotypes and post-materialism, differentially affects the kinds of organizations entrepreneurs choose to create.

To test the hypotheses, this study utilizes Global Entrepreneurship Monitor data from 2009 (n = 17,364) for nascent entrepreneurs, baby businesses owners and established business owners in 47 counties. This study also utilizes the World Values Surveys to measure gender ideologies and post-materialist cultural values at the country level. To test the hypotheses, a logistic multi-level model is estimated to identify the drivers of environmental venturing. Data are nested by countries, and this allows random intercepts by countries with a variance components covariance structure.

Findings indicate that female entrepreneurs are more likely to engage in ecological venturing. Societies with high levels of post-materialist national values are significantly more likely to affect female entrepreneurs to engage in environmental ventures when compared to male entrepreneurs. Moreover, traditional gender socialization stereotypes decrease the probability of engaging in environmental entrepreneurship. Likewise, female entrepreneurs in societies with strong stereotypes regarding gender socialization will more likely engage in environmental entrepreneurship than male entrepreneurs.

The present study uses a gender analysis approach to investigate empirical differences in environmental entrepreneurial activity based on biological sex. However, this research assumes that gender is the driver behind variations in ecopreneurship emphasis between the engagement of males and females in venturing activity. The findings suggest that female entrepreneurs pursuing ecological ventures are more strongly influenced by contextual factors, when compared to male entrepreneurs. Future research can build upon these findings by applying a more nuanced view of gender via constructivist approaches.

This study is one of the few to investigate ecologically oriented ventures with large-scale empirical data by utilizing a 47-country data set. As a result, it begins to open the black box of environmental entrepreneurship by investigating the role of gender, seeking to understand if men and women entrepreneurs equally engage in environmental venturing. And it responds to calls that request more research at the intersection of gender and context in terms of environmental entrepreneurship.

This article offers a bibliometric analysis and explores the relationships among the documents on ecopreneurship by using relational techniques. The results highlight the publication trends; most cited documents, top contributing authors, countries and institutions with highest productivity and most contributing journals to the research field.

Initially, 216 documents were retrieved from the Thompson Reuters Web of Science Core Collection database with three document types: articles, review and book review. All the documents were considered for the analysis. Then VOSviewer and bibliometric analysis using R with an inbuilt utility Biblioshiny were used together for co-word analysis, co-citation network analysis, generating collaboration networks and also generating a unique three-field plot to analyze the evolution of a research field.

The results highlight the publication trends: most cited documents, top contributing authors, countries and institutions with highest productivity and most contributing journals to the research field. The network analysis of co-authorship, co-citation, keyword co-occurrence and bibliographic coupling reveals most prominent relationships between authors, documents, co-cited references, sources and countries for the available documents on the research field.

The study helps not only in expansion of knowledgebase on the research topic but also in understanding the evolution of the ecopreneurship to provide research support further in this area.

Ecopreneurship is an emerging field of research connecting ecology and entrepreneurship together, making it a potential research area. The contributions made to this research field from 1989 to 2019 serve as a core for conducting this analysis. The study is an effort to help in coordinating research network across countries, authors and affiliating universities.

Ecopreneurs are those entrepreneurs who start for‐profit businesses with strong underlying green values and who sell green products or services. This is an emerging field where research is still in its infancy. Research has been called for to understand the factors that motivate these ecopreneurs to start businesses – and that is the focus of this study. The aim of this paper is to compare the findings with results of extant literature on entrepreneurial motivations.

This study comprises 14 in‐depth case studies of ecopreneurial companies in New Zealand in 2008. Participants were interviewed in a face‐to‐face, semi‐structured format. In total, 88 secondary sources such as media reports, industry statistics, and information from company web sites were also collected.

Ecopreneurs were motivated by five factors: their green values; earning a living; passion; being their own boss; and seeing a gap in the market. Ecopreneurs appear to have quite similar motivations to entrepreneurs in general, aside from their green motivations. They had lower level financial motivations than have been found in prior research on entrepreneurs. The ecopreneurs were primarily pulled into entrepreneurship, which bodes well for their ongoing success. The paper presents a number of contributions to both the ecopreneurship and entrepreneurship literatures.

The small sample is a potential limitation and the country context may also influence the findings.

This is one of the largest samples of ecopreneurs to date. Given the emerging nature of the field of ecopreneurship, this study's conclusions require further research and testing. A total of 11 such suggestions for future research are made.

This article explores value-based motivations to adopt ecological entrepreneurship (ecopreneurship) practices and investigates how intersections of social identities such as gender, religion and ethnicity influence these motivations.

The study uses primary data from field observations, social media analysis and semistructured in-depth interviews with 16 owner-managers of small and medium enterprises (SMEs) in the Indonesian craft sector.

The findings show that self-enhancement, conservation and self-transcendence values motivated the entrepreneurs to adopt ecopreneurship practices. Furthermore, the intersections of identities also tended to influence the entrepreneurs' motivations to adopt ecopreneurship practices.

The sample was limited to the Indonesian craft sector. However, the study has furthered one’s understanding of how values motivate ecopreneurship behavior. Conservation values were added to the values known to influence proenvironmental behavior. Furthermore, Schwartz's value theory, strongly associated with Western, individualistic, culture is suggested to be adapted. In Asian – collectivist – cultures, the values driving the entrepreneur are often more community-oriented than individualistic.

This study recommends policymakers to create more inclusive policies to foster the acceleration of sustainable development by equitably including both genders and encourages them to promote local culture, which motivates entrepreneurs in the craft sector to adopt ecopreneurship practices.

The study contributes to the entrepreneurship literature, particularly to the fields of gender and ecopreneurship, by considering the intersections of identities of the ecopreneurs. A research agenda for ecological entrepreneurship and family business researchers is provided.