Trailblazers in green business: unconventional practices and motivation within a chamber of commerce business network

Abstract

PurposeThe motivation and practices of business network members are explored with the purpose of determining what leads businesses to fully share and learn sustainable practice from each other and how chambers contribute to an urgent need.Design/methodology/approachIn this exploratory case study using in-depth interviews, SMEs belonging to a chamber of commerce green initiative address their unconventional thoughts regarding their participation and willingness to share their own sustainable practices.FindingsThe expectancy theory of motivation explains why members of a green business network participate in conventional and unconventional sustainable practices and the role networks play in recognizing but not increasing sustainable business practice.Originality/valueThis study is unique in that it explores the motivation and reticence of chamber of commerce business members to fully participate in a green initiative. Filling a literature gap, this study provides optimism that a chamber's green initiative may contribute to providing support for promising sustainable practice.