The motivation and challenges of sustainable entrepreneurs: a qualitative study

This thesis investigates the motivation and challenges of sustainable entrepreneurs. We start by building a definition of sustainable entrepreneurship. Then, based on two case studies and a descriptive analysis of the Global Entrepreneurship Monitor’s Adult Population Survey we identified several types of entrepreneurs. From this investigation we concluded that most entrepreneurs were motivated by their sustainability values. However, it is very common for sustainable entrepreneurs to have mixed motives to start their businesses. Besides, the economic dimension is crucial for sustainable entrepreneurs. Finally, based on two case studies the main challenges of sustainable entrepreneurs were described. Tensions among the sustainability dimensions and the lack of time were considered as the major common challenges of sustainable entrepreneurs. Besides, for one case study, finding funding was also a major challenge.