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Sustainable Digital Entrepreneurship: Sustainability as a Success Factor for Digital Start‐Ups

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  • Marie‐Lena Seidl
  • Peter M. Bican

Abstract

This study investigates whether and how sustainability acts as a success factor for digital start‐ups. Based on qualitative interviews with 20 founders from a range of sectors—including healthcare, mobility, and industrial software—the findings show that while sustainability is not yet perceived as a primary driver of success, it increasingly offers competitive advantages. These include enhanced investor interest, stronger customer loyalty, and differentiation in competitive markets. Digital start‐ups are structurally well‐positioned to integrate sustainability due to their lower resource requirements and high scalability. However, challenges remain, particularly in measuring ecological impacts from outsourced infrastructures and managing the energy intensity of technologies such as blockchain and AI. Entrepreneurs also report hesitancy in using sustainability for marketing due to concerns about greenwashing. This study extends existing frameworks by emphasizing the role of external drivers—such as investors, media, and policy—and highlights the growing strategic relevance of sustainability in digital entrepreneurship.

Suggested Citation

  • Marie‐Lena Seidl & Peter M. Bican, 2025. "Sustainable Digital Entrepreneurship: Sustainability as a Success Factor for Digital Start‐Ups," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(S1), pages 615-629, November.
    • Handle: RePEc:wly:sustdv:v:33:y:2025:i:s1:p:615-629
    DOI: 10.1002/sd.70023
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