This paper aims to examine the experiences of an ecopreneurial venture that was operating before, during and after the 2010-2011 series of earthquakes in Christchurch, New Zealand. The aim is to elucidate on the tension existing between an ecopreneur’s personal green values/ethics and his need to be resilient and do what was necessary to ensure his business’s survival, which was operating before, during and after an extreme event – the 2010-2011 series of earthquakes in Christchurch, New Zealand.
The data are gathered from a longitudinal case study of Just Organic Ltd (an organic fruit and vegetable delivery service) over a five-year period which covers time before and after the earthquakes. Data were gathered via two in-depth face-to-face interviews with the ecopreneur, along with a number of email and telephone follow-ups.
Findings indicate that an extreme event such as an earthquake will inhibit the green values of an ecopreneur as the ecopreneur works to ensure business survival. To continue to operate successfully, the ecopreneur developed a resilient and hardy nature and adapted operational processes to run in a more entrepreneurial fashion. It would seem that holding firmly to green values irrespective of a changed business environment is detrimental to business viability and survivability. The ecopreneur bounced forward, rather than bouncing back from the disaster.
The implications for research, policy makers and ecopreneurs and entrepreneurs in general are discussed. There are lessons to be learned from the experiences of the ecopreneur who is operating Just Organic Limited.
This paper is one of the few that has examined the impact the Christchurch earthquakes had on an existing eco-business. The longitudinal data enable a unique insight into the operational aspects of an eco-business before and after a series of earthquakes.
