Understanding the Motivation Complexity of Grassroots Ecopreneurs at the Base of the Pyramid

Norma Juma, Joy Olabisi () and Eliada Griffin-EL
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Norma Juma: School of Business, Washburn University, Topeka, KS 66610, USA
Joy Olabisi: Rochester Institute of Technology, Saunders College of Business, Rochester, NY 14623, USA
Eliada Griffin-EL: Rockwell School of Business, Robert Morris University, Pittsburgh, PA 15108, USA

Sustainability, 2022, vol. 14, issue 21, 1-21

Abstract: This qualitative study focuses on the factors that motivate grassroots ecopreneurship at the base of the pyramid (BoP). Our study is anchored by the research question, “How are grassroots ecopreneurs at the BoP of Kenya motivated?” The participants were mainly drawn from beneficiaries of a multinational Non-Governmental Organization. Using a grounded theory approach, we conducted 12 qualitative case studies, 10 focus groups and 2 interviews, recording 61 participants. We triangulated data sources through data collected from primary and secondary sources, such as archival documents and archival interviews. Extant research suggests that grassroots ecopreneurs (GEs) at the BoP primarily engage in necessity-driven ventures. However, this study demonstrates that GEs’ motives to launch new ventures appear to be multifaceted and simultaneous (not linear or sequential). We also observed an interlinkage of environmental and economic motives in GEs who diversified their investments into related and unrelated areas. Our findings also indicate that GEs at the BoP developed socio-ethical motives-the GEs’ concerns toward other members of the community-and a desire to create social value beyond private value. All these motives contributed to the GEs establishing and sustaining viable businesses.

Keywords: grassroots ecopreneurs (GEs); base of the pyramid (BoP); ecopreneurship; sustainable entrepreneurship; corporate social responsibility (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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