The sustainable start-up paradox: Predicting the business and climate performance of start-ups

Sustainable start-ups introduce new sustainable technologies and business models that facilitate the transition to a carbon neutral economy. To understand how to create viable sustainable start-ups, we study what factors predict their business performance and climate performance (i.e., the ability of the start-up to reduce CO₂ equivalent [CO₂e] emissions) and if these contradict. A critical factor we consider is technology, which is commonly at the root of climate performance, and important for business performance because it influences a start-up's competitive advantage. Using a sample of 197 sustainable start-ups, we find a paradox between business and potential climate performance. Start-ups that exploit hardware technologies have a lower business performance but a higher potential climate performance. Through the use of mediating effects, we show that the sustainable start-up paradox is context specific. Start-ups can partly escape this paradox by focusing on novel and hardware technologies. We discuss implications for theory and practice.