WHO WANTS WHAT AND WHY? ‘FARMERS’ AND ‘ENGINEERS’ AS GREEN ENTREPRENEURS

Abstract

TRADITIONES, 49/1, 2020, 55–74 The aim of this paper is to explore green entrepreneurs’ motivations and values considering alternative economic models. Two sustainability-oriented developmental models, the green economy and degrowth, shall be described and compared, as well as several green entrepreneurs’ typologies. The green economy actors’ motives and values, as well as their view on green growth and degrowth are explored through qualitative research. The findings suggest the green entrepreneurs differ in their motivations for the green venture they undertake. It appears ‘ farmers’’ values and motives are much closer to the degrowth idea, while ‘engineers’ are more in line with green economy outlook. These findings point to the importance of socio-contextual aspects that underline the appearance of different green entrepreneurial types.