Sustainable Entrepreneurship in German Rural Areas: A Survey and Implications for Entrepreneurship Education and Support Programs

Results from studies indicate that starting a sustainability-oriented business is associated with specific challenges. Our aim therefore was to investigate the mindset and needs of sustainable entrepreneurs, focusing on their motivations, challenges and support requirements during the establishment of sustainability-oriented start-ups. The focus was on respective start-ups in two rural and rather conservative regions in Germany. Together with an interdisciplinary group of students at a university course, we conducted guideline-based interviews with N=14 founders of sustainability-oriented enterprises from different business sectors. The interviews were analysed using a category system aligned with the study’s objectives. Findings highlight that sustainable thinking is deeply embedded in the respondents' values, often prioritizing ethical considerations over profit maximization. Many of them face a tension between sustainability and profitability, as sustainable products tend to be more expensive, and there is uncertainty about the availability of willing customers. Moreover, the research identifies specific support needs, including assistance with bureaucratic processes, networking opportunities, and strategies for customer acquisition. We derive implications for higher education institutions’ education as well as for external programmes to support (prospective) sustainable entrepreneurs.