Drivers and Barriers to Development of Green Business in Russia: Results of a Qualitative Study

The development of green business based on eco-technologies is one of the powerful global trends supported by the Russian economy. However, despite the efforts being made in this area, the state of the environment is deteriorating noticeably. The reasons for choosing eco-business as the basis, the personal resources of green entrepreneurs, as well as the difficulties with which they face in this activity are limited. The present study seeks to fill this gap by conducting the specially designed semi-structured interviews with 20 green entrepreneurs in one of the most environmentally unfavorable cities of Russia (38–62 years old, 100% male). The results of the interview were processed by thematic analysis. Various reasons for doing business in the field of eco-technologies have been identified: these are concern for nature, concern for the future, interest in technologies, a desire to benefit society and others. The value profile of the entrepreneurs in environmental business has been identified: they put family (children) first in their value systems, followed by honesty (honest name), security (for loved ones, for society as a whole) and independence, as well as an interesting tasks, personal development, and public benefit. The main obstacle to the development of eco-business is the lack of constructive interaction between entrepreneurs, administration, science and the public. The study contributes to the explanation of the motives for the choice of green business by the entrepreneurs that may become the basis for the programs for the involvement of the businessperson in the green economy.