Abstract
This article examines the key factors that stimulate entrepreneurs to invest in green entrepreneurship. To answer this, a typology has been developed to first clarify the general categories of green entrepreneurs and second to identify the types of incentives that affect each category of green entrepreneurs to move into green entrepreneurship. The proposed context of theoretical analysis is based on two schools of thought: the resource-based view (RBV) and institutional theory. The findings offer various interesting types of green entrepreneurs and incentives that affect their decisions which are dependent on the extent of significance of institutional and resource-based factors. Some types of green entrepreneurs seem to be purely affected by institutional context, while other types of green entrepreneurs invest in green entrepreneurship merely to reach individual strategic, innovation and competitive advantage goals (i.e., RBV). Finally, some entrepreneurs prefer to engage in green entrepreneurship ventures mainly to satisfy idealistic expectations.
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