Growing Green Processes and Sustainable Business – Mapping Company-Level Motives to Initiate Sustainable Practices Based on the Wood and Metal Industries in Estonia

Human-driven changes threaten environmental and economic stability, prompting the formulation of sustainability objectives and innovation efforts to mitigate the negative impacts of economic activities. However, the pace of this transition is often seen as slow, and businesses' commitment to sustainable development is frequently deemed insufficient. In this context, the current study explores the motivational factors that drive businesses to adopt and implement sustainable practices. The findings reveal significant differences in how companies approach social and environmental sustainability and balance it with economic goals. To capture the diversity of motivations behind sustainability initiatives, investments, and related preparatory planning, we propose a model of three types of existing development mindsets in companies, distinguishing between “a spreadsheet mindset”, “a mindset of strategic capabilities” and “a value-driven mindset”. This typology serves as a tool for companies to self-assess their motivations as well as for governments to fine-tune sustainability regulations and support mechanisms accordingly.