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The Role of Values in a Green-green Business: How values influence the ecopreneur in running a green-green business and in his or her relationship with stakeholders

Bellová, Petra LU and Sondergaard, Ileana LU (2020) ENTN19 20201
Department of Business Administration
Abstract
Problem: Green-green businesses face more challenges than conventional businesses; however, the research surrounding their challenges is rather limited. The role that values play for the ecopreneurs and how these influence the way that they run their businesses is a neglected field of research.
Purpose: Our research aims to explore the role that values play for ecopreneurs in making business-related decisions, and second, to investigate the impact of these values in relation to their stakeholders: suppliers, retailers, investors and customers.
Methodology: The study took an inductive and exploratory approach in regards to the data collection, in which eight semi-structured interviews were conducted.
Findings: Values play an integral... (More)
Problem: Green-green businesses face more challenges than conventional businesses; however, the research surrounding their challenges is rather limited. The role that values play for the ecopreneurs and how these influence the way that they run their businesses is a neglected field of research.
Purpose: Our research aims to explore the role that values play for ecopreneurs in making business-related decisions, and second, to investigate the impact of these values in relation to their stakeholders: suppliers, retailers, investors and customers.
Methodology: The study took an inductive and exploratory approach in regards to the data collection, in which eight semi-structured interviews were conducted.
Findings: Values play an integral role in how an ecopreneur runs and directs his or her business. Shared values were identified as a major issue in the relationship with suppliers, retailers, and notably investors. Educating the market by communicating the value of green to the consumers was identified as a key way to bridge the value-action gap.
Research limitations: The main limitation of this study is its limited sample size, and a possibility of the authors’ biased analysis of the collected qualitative data.
Practical implications: This study reveals the various ways in which shared values affect the relationships between the ecopreneurs and their various stakeholders. The study highlights the common discrepancies, and the ways in which they can be overcome.
Research implications: Future research replicating this study in the context of rapidly growing ventures, as well as a quantitative study investigating the impact of green communication and green education could bring valuable new insights. (Less)
Please use this url to cite or link to this publication:
author
Bellová, Petra LU and Sondergaard, Ileana LU
supervisor
organization
course
ENTN19 20201
year
type
H1 - Master's Degree (One Year)
subject
keywords
ecopreneur, green-green business, shared values, triple bottom line, value-action gap
language
English
id
9014922
date added to LUP
2020-06-12 11:07:36
date last changed
2020-06-12 11:07:36
@misc{9014922,
  abstract     = {{Problem: Green-green businesses face more challenges than conventional businesses; however, the research surrounding their challenges is rather limited. The role that values play for the ecopreneurs and how these influence the way that they run their businesses is a neglected field of research.
Purpose: Our research aims to explore the role that values play for ecopreneurs in making business-related decisions, and second, to investigate the impact of these values in relation to their stakeholders: suppliers, retailers, investors and customers. 
Methodology: The study took an inductive and exploratory approach in regards to the data collection, in which eight semi-structured interviews were conducted.
Findings: Values play an integral role in how an ecopreneur runs and directs his or her business. Shared values were identified as a major issue in the relationship with suppliers, retailers, and notably investors. Educating the market by communicating the value of green to the consumers was identified as a key way to bridge the value-action gap.
Research limitations: The main limitation of this study is its limited sample size, and a possibility of the authors’ biased analysis of the collected qualitative data.
Practical implications: This study reveals the various ways in which shared values affect the relationships between the ecopreneurs and their various stakeholders. The study highlights the common discrepancies, and the ways in which they can be overcome.
Research implications: Future research replicating this study in the context of rapidly growing ventures, as well as a quantitative study investigating the impact of green communication and green education could bring valuable new insights.}},
  author       = {{Bellová, Petra and Sondergaard, Ileana}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Role of Values in a Green-green Business: How values influence the ecopreneur in running a green-green business and in his or her relationship with stakeholders}},
  year         = {{2020}},
}