Title: Sustainability, eco-innovation and technology - an Italian perspective

Authors: Antonella Reitano; David Taylor; Karen Greig; Carla Sposato

Addresses: Department of Business Administration, University of Calabria, Pietro Bucci Bridge, 3C Cube, 87036 Arcavacata – Rende, Italy ' Department of Management, Manchester Metropolitan University Business School, All Saints Campus, Oxford Road, Manchester, M15 6BH, UK ' Department of Management, Manchester Metropolitan University Business School, All Saints Campus, Oxford Road, Manchester, M15 6BH, UK ' Department of Business Administration, University of Calabria, Pietro Bucci Bridge, 3C Cube, 87036 Arcavacata – Rende, Italy

Abstract: The aim of this paper is to explore the motivations of those starting green businesses or greening established businesses in Italy. Taylor and Walleys green entrepreneur typology (Taylor and Walley, 2004; Walley et al., 2008) is used in the research, as a framework for comparison of established businesses and start-ups. According to Bianchi and Noci (1998), the approach of Italian SMEs to greening has been reactive rather than proactive in that they have responded positively when required by key stakeholders. Questionnaires were sent to SME owner-managers in the Calabrian region of Italy. The results indicate that, whilst profit is still a key determinant of the business approach, sustainability is playing an increasingly influential role.

Keywords: green entrepreneurs; entrepreneurship; Italy; greening; technology; sustainability; sustainable development; eco-innovation; green businesses; established businesses; start-ups; SMEs; small and medium-sized enterprises; profit.

DOI: 10.1504/IJTMKT.2014.063856

International Journal of Technology Marketing, 2014 Vol.9 No.3, pp.270 - 287

Published online: 30 Aug 2014 *

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