Influences on entrepreneurial learning and opportunity identification: comparing green and conventional startups

Purpose The study examines how the micro, meso and macro-levels influence learning (forward-facing and backward-facing) and opportunity identification among young entrepreneurs in the UK and China starting green and conventional businesses. Design/methodology/approach The study is based on 20 young (18–30) entrepreneurs in the UK and China. Thematic and content analysis identified and categorised various themes. The data were then analysed using ORIGIN GraphPad software to identify statistical differences and their significance levels. Findings General influences on starting a business were relatively evenly spread across the micro (individual), meso (family and social networks) and macro levels (institutional) for the two groups; the only exception was the higher micro-level influences for the green entrepreneurs. The barriers to startups were concentrated at the meso and macro levels, but there were significant differences between the green and conventional startups. Practical implications A noteworthy finding was the dominance of experiential over cognitive learning among entrepreneurs, including those starting green businesses. Considering the importance of young people establishing environmentally friendly companies, this lack of focus on forward-looking cognitive learning represents a significant educational gap. Greater emphasis should be placed on encouraging green entrepreneurs to devote more attention to the forward-facing, cognitive dimensions of learning. Originality/value The findings demonstrate the importance of considering the interplay between micro, meso and macro levels on both forward-facing cognitive and backward-facing experiential learning in entrepreneurship. The multilevel impacts provide a more nuanced understanding of the influences shaping entrepreneurial learning and opportunity identification among young entrepreneurs starting businesses with different sustainability orientations.