Which factors act as the main motivators for ecopreneurs in Sweden to start their green-green ventures?

Sammanfattning: Purpose: Ecopreneurs are individuals who engage in entrepreneurial activities, starting green-green ventures, and focusing on sustainability. Ecopreneurs are shown to be key drivers in our society’s transition toward sustainability. This research focuses on environmental sustainability and the reason these individuals engage in ecopreneurship. What is their motivation to start a green-green venture with the intent of contributing towards environmental sustainability? Design/Methodology/Approach: This study consists of 7 in-depth case studies of ecopreneurs that founded their green-green venture within the past 5 years in Sweden. 1 hour, online semi-structured interviews were conducted with the participants. A thematic analysis was used for analyzing the gathered data. The MSI framework based on intrinsic and extrinsic motivators guided the authors and helped to an understanding of multiple types of motivators and explains the possible motivators for ecopreneurs in Sweden. Findings: Ecopreneurs in Sweden were shown to be motivated by 7 main themes acting as motivators: Previous life experiences, future generations, market change, gap in the market, family influence, Swedish supportive ecosystem, and being their own boss. These themes were then classified into the MSI framework based on intrinsic and extrinsic motivation to understand what motivates ecopreneurs in Sweden. Other findings can be seen in the simplicity of the current motivation framework and literature, which engages in the dichotomy of extrinsic-intrinsic motivational sources. This led to the authors questioning the dichotomy. The findings as well led to the authors suggesting that perhaps ecopreneurs are entrepreneurs with an enhanced resonance to their experiences and environment. Research limitations: The small sample size, the country context, and post-rationalization may impact the findings. Value: This research paper aims to contribute to the emerging research field of ecopreneurship. A better understanding will be formed of what motivates these ecopreneurs, which can help generate and sustain green-green ventures in our transition to a more sustainable society. Keywords: Sustainability, ecopreneurs, green-green ventures, motivators, venture creation, Sweden.