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Purpose: This paper aims to present the case study of the SHE (Šibenik Hub for Ecology) hub project, ecofeminist business practice in Croatia. The SHE hub is a sustainable tourism project based around issues of ‘ethical consumerism’ and sustainable development and shows that is possible to implement ecofeminist ideas in business.

Method: Paper is divided into two parts. The first part is theoretical and presents an overview of relevant literature regarding ecofeminism, sustainable development, corporate social responsibility and green consumerism. The second part is a case study of the SHE hub project, based on analysis of the project website, content analysis of the media coverage regarding the project and an in-depth interview with project initiator.

Findings: The results show that strengthening of the ethical consumerism movement has given a new impetus to the realisation of ecofeminist projects in real life and that SHE hub is a good example of this. Although the SHE hub has insufficient transformative social potential, it is important to notice that sustainable change always begins with small steps.

Originality/value: The topic of the relationship between social corporate responsibility and ecofeminism has not been researched, so this case study represents a valuable contribution to the research of this relationship.