On the path to ecological entrepreneurial masculinities: a study of deeply engaged entrepreneurs for socio-ecological transition

Purpose Recent voices have called for the need to reconsider the myth of male power based on a one-dimensional view of a dominant patriarchy in entrepreneurship. In a search for alternatives to hegemonic masculinities, this paper explores a specific context - that of radical ecological and social transition - to identify how entrepreneuring in this specific social environment questions and shapes entrepreneurial masculinities. Design/methodology/approach We engage with constructivist grounded theory to analyse 17 life story interviews of French entrepreneurs, complemented by 6 focused follow-up interviews and 2 focus groups of women to give a broader and cultural understanding of entrepreneurial masculinities. Findings The paper makes four important contributions to the literature on gender and entrepreneurship. First, it enriches the spectrum of entrepreneurial masculinities with a non-hegemonic type of masculinity, namely, caring Entrepreneurial masculinity (EM). Second, it proposes an alternative model of hybrid hegemonic masculinity by showing that the “hero” posture in entrepreneurship is not necessarily that of a winner but can also serve a mission for the common good. Third, it introduces the concept of ecological EM by bridging two distinct areas of the literature related to our data. Finally, it underscores the strong influence of women in entrepreneurs’ social environment by their role in engaging change in entrepreneurial masculinities. Originality/value We show how a specific social environment can partially challenge hegemonic entrepreneurial masculinities. The paper introduces ecological masculinities as an alternative framework.