Exploring opportunities and challenges of sustainable start-ups

The transition to more sustainable methods of production and consumption stimulated growing interest in research. Sustainable entrepreneurship has received increasing attention in the last decade as it is deemed to play a crucial role in the transition (Hallet al., 2010). While research on start-ups in b2b contexts has received increasing attention in the last years, research that specifically addresses the creation and development of sustainable start-ups is still emerging both as sub(field) in entrepreneurship (Perez Nuñez & Musteen, 2020) and as stream of research in the IMP that so far has been mostly focused on sustainability issues in relation to reshaping of existing businesses, business relationships and networks. Given the relevance of better understanding processes related to changes towards a more sustainable economy, our study focuses on the starting up process of sustainability-driven start ups.