Golden Apples or Green Apples? The Effect of Entrepreneurial Creativity on Green Entrepreneurship: A Dual Pathway Model

Entrepreneurs with high creativity (i.e., golden apples) are easy to find, but entrepreneurs with green entrepreneurial intention (i.e., green apples) are rare. To explain this phenomenon, we first introduce cognitive dissonance theory to demonstrate how entrepreneurial creativity influences green entrepreneurship through two parallel mechanisms—green recognition and green disengagement. Moreover, we propose the use of green self-identity as a moderator to predict when the relationships between entrepreneurial creativity and these two mechanisms are intensified or attenuated. Through an empirical study, we surveyed 362 entrepreneurs from a local entrepreneurship association in eastern China. The results show that entrepreneurial creativity is positively associated with both green recognition and green disengagement. While green recognition strengthens green entrepreneurial intention, green disengagement weakens green entrepreneurial intention. More importantly, creative entrepreneurs with high green self-identity are more likely to engage in green recognition and, thus, promote green entrepreneurial intention. By contrast, creative entrepreneurs with low green self-identity are more willing to engage in green disengagement and, thus, inhibit green entrepreneurial intention. Finally, we discuss the theoretical and practical implications of these findings for entrepreneurial creativity and green entrepreneurship.