How to be green in highly turbulent business conditions? Evidence from family firms in Poland

Purpose This study examines how Polish family businesses adopt sustainable practices amid economic and political turbulence, assessing their balance between ecological responsibility and business resilience under regulatory and stakeholder pressures. Design/methodology/approach The research is based on a quantitative survey of Polish family businesses. It employs a two-dimensional framework categorizing firms by environmental sensitivity, incorporating industry-specific ecological impacts and EU Emissions Trading System (EU ETS) regulations. Findings The findings show 72% of firms have adopted green strategies and invested in renewable energy and recycling. Family businesses differed in their environmental management procedures, environmental operating practices and relations with stakeholders in the area of green transformation depending on the level of exposure to environmental pollution risk. Research limitations/implications The study examines Polish family firms, limiting the generalizability of its findings. Future research could explore cross-country comparisons for a broader understanding of family firms' green transformations. Practical implications The study offers insights for policymakers and business leaders, emphasizing tailored support for small- and medium-sized family enterprises in their green transition. Social implications The study highlights family firms’ green practices and their potential to enhance societal sustainability, including decarbonization and environmental stewardship. Originality/value This study offers a novel understanding of the heterogeneity of the implementation of ecological solutions by family businesses depending on a new two-dimensional variable describing a firm’s exposure to the risk of environmental degradation.