Green entrepreneurship in the context of environmental changes, cultural dynamics and capital forms: A research on European Green Capitals

This study investigates how green entrepreneurship is shaped by environmental changes, cultural dynamics, and forms of capital, focusing on their impact on entrepreneurs in a city designated as a "green city" by the European Green Capital Award. Using a qualitative research approach, data were collected through in-depth interviews and observations with green entrepreneurs in Essen, Germany. The data were analyzed using MAXQDA 2022. Findings reveal that the city's green status significantly influences entrepreneurs' decisions to adopt green business practices, with environmental awareness playing a key role. Green entrepreneurs not only recognize environmental changes but also embrace the sustainability culture of their city. Additionally, specific forms of capital contribute to their business success. These results offer recommendations for entrepreneurs, policymakers, and society to support and promote green entrepreneurship.