Exploring founder identity within sustainable entrepreneurship: the case of the ´green start-up program' from the German Federal Environmental Foundation (DBU)

Abstract

This qualitative study, based on semi-structured interviews, analyses in what wayfounder identity (a person’s social and role identity) shapes the imprinting of sustainable start-ups in the early start-up stage. Itdraws uponFauchart and Gruber’s characterization on social identities and Stryker’s concept of role identities.This study finds two distinct types of founder identities, Darwinian traits (rather profit-driven) and pure Missionaries(impact-driven), and identifies their contrasting behavior across six emerging themes on venture imprinting: Impact Prioritizing, Open Source Approach, Pricing Strategy, Leading/Corporate Culture, Profit Appropriation and Sense of Ownership.Key findings regarding Darwinian traits of sustainable entrepreneurs demonstrate an extrinsic motivationtowards sustainable impact as a downstream activity.Founders apply professional business logics across the venture imprinting themes.Thiscontradicts, and thus expands,literature about sustainable entrepreneurs thatmainlyfinds Missionary traits.