Understanding the Motivation Complexity of Grassroots Ecopreneurs at the Base of the Pyramid (BoP)

Abstract

This qualitative study focuses on the factors that motivate grassroots ecopreneurship at the base of the pyramid. Extant research suggests that GEs at the base of the pyramid (BoP) primarily engage in necessity-driven ventures. However, this study demonstrates that GEs’ motives to launch new ventures appear to be multifaceted. Moreover, the GEs’ motivation does not appear to be linear or sequential but rather simultaneous. We also observed an interlinkage of environmental and economic motives. These interlinkages were observed in GEs who diversified their investments into related and unrelated areas. Socio-ethical motives, the GEs’ concerns toward other members of the community, and a desire to create social value beyond private value are also additional unique observations. Our findings also indicate that GEs at the BoP were strategically aligned with highly supportive, collaborative networks of private and public institutions, which contributed to them establishing and sustaining viable businesses.