Green start-ups and the role of founder personality

Green start-ups play a vital role in the needed transition towards more environmentally sustainable economies. Yet our understanding of why some founders start green ventures and others do not remains incomplete. We build on cognitive decision-making perspectives pro-environmental engagement to shed light founders' personality traits - focusing ‘Big 5’ risk tolerance explaining whether new with friendly products. Our analysis large, representative, manufacturing service sector sample German illustrates important founder traits. Specifically, openness extraversion promote products while neuroticism inhibits them. discuss implications these insights.