Economic alterity and the green spirit of capitalism – on the pitfalls of green entrepreneurship

This article contributes to a deeper understanding of the role of capitalism in sustainability transitions by exploring the potential of green entrepreneurs to cultivate alternative economic forms. To this end, we will introduce the classic sociological concept of the spirit of capitalism to sustainability transition research and bring it into dialogue with the concept of economic alterity. Based on qualitative case studies of nine green entrepreneurs, we examine how sustainability motives and capitalist meaning structures are blended in the mindsets of the ecopreneurs. Overall, the economic mentalities of the green ecopreneurs we examined can be characterised as a “green spirit of capitalism”, in the sense of a positive interconnection between capitalist principles and environmental goals. While the ecopreneurs repeatedly broke with capitalist principles in specific situations – for example by sacrificing growth potential or competitive advantages in favour of positive environmental impact – in none of the case studies was the capitalist economic mentality surmounted in any substantial way. This is due to specific stabilisation mechanisms belonging to the capitalist spirit that consolidate the respondents’ economic mentalities in cases of conflict between environmental and economic goals.