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Green start-ups and the role of founder personality

Chapman, Gary; Hottenrott, Hanna

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Hanna Hottenrott


Green start-ups play a vital role in the needed transition towards more environmentally sustainable economies. Yet our understanding of why some founders start green ventures and others do not remains incomplete. We build on the cognitive and decision-making perspectives on start-ups pro-environmental engagement to shed light on the role of founders' personality traits - focusing on the ‘Big 5’ and risk tolerance - in explaining whether founders' start new ventures with environmentally friendly products. Our analysis of a large, representative, manufacturing and service sector sample of German start-ups illustrates the important role of founder personality traits. Specifically, openness and extraversion promote environmentally friendly products while neuroticism inhibits them. We discuss the implications of these insights.


Chapman, G., & Hottenrott, H. (2022). Green start-ups and the role of founder personality. Journal of Business Venturing Insights, 17, Article e00316.

Journal Article Type Article
Acceptance Date Mar 27, 2022
Online Publication Date Apr 1, 2022
Publication Date Jun 1, 2022
Deposit Date Jun 22, 2022
Publicly Available Date Jun 23, 2022
Journal Journal of Business Venturing Insights
Print ISSN 2352-6734
Electronic ISSN 2352-6734
Publisher Elsevier BV
Peer Reviewed Peer Reviewed
Volume 17
Article Number e00316
Keywords Management of Technology and Innovation; Business and International Management
Public URL
Publisher URL


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