Restoring the Garden of Eden: A Ricoeurian view of the ethics of environmental entrepreneurship

Environmental entrepreneurship is increasingly recognized as a means of solving pressing environmental problems; because of this, it is often perceived as an ethical variant of entrepreneurial activity. However, we argue that this perception is flawed since ethics is assumed (not explained) on the premise of its identification with green activities or environmental ideals and intentions. This paper examines this problem and addresses the question of how we can know when, and if, environmental entrepreneurship is ethical. As a solution, we adopt Paul Ricoeur's approach to ethics. We argue that the Ricoeurian ethics, with its focus on actions and relationships and its logic of hyperbolic generosity, provides a consistent ethical framework in which to develop our comprehension of ethics in the environmental entrepreneurship field. In particular, Ricoeur's ethical approach brings a distinctive trait to the ethics of environmental entrepreneurship through an other‐oriented disposition and a normative standard—to give without any expectations—that can be used to judge ethics in relational actions. The paper can also be of use to environmental entrepreneurs seeking a practical ethical guide that helps them in their decision making, and to policymakers committed with the promotion of responsible environmental businesses.