Perceptions of Green User Entrepreneurs’ Performance—Is Sustainability an Asset or a Liability for Innovators?

User entrepreneurs rely on regular consumers when starting their business, for example, raising creative and financial support. This research examines consumers’ opinions with regard to the future business performance of green vs. non-green user entrepreneurs. We build previous consumer behavior perceptions. Specifically, perceive products that use green, environmentally friendly technologies as having inferior compared traditional technologies. investigate whether this so called “sustainability liability” effect can also be found in perceptions entrepreneurs’ performance. ran an online scenario experiment who assessed several (green non-green) Results reveal a asset” entrepreneurs, such strong environmental values perceived superior Consumers weak equally performant. discuss possible explanations our findings. Furthermore, we propose potential consequences results both intentions support well motivation engage innovations.