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