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

Author

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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)

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.

Suggested Citation

  • Norma Juma & Joy Olabisi & Eliada Griffin-EL, 2022. "Understanding the Motivation Complexity of Grassroots Ecopreneurs at the Base of the Pyramid," Sustainability, MDPI, vol. 14(21), pages 1-21, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14092-:d:956706
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    2. Kaidong Yu & Yameng Zhang & Yicong Huang, 2023. "Entrepreneurship at the Bottom of the Pyramid: A Systematic Literature Review," Sustainability, MDPI, vol. 15(3), pages 1-24, January.

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