Sustainable development by consuming-a case of sustainability entrepreneurship in Taiwan

Abstract

Sustainopreneurship or sustainability entrepreneurship is a concept of using "entrepreneurial activity in a determined action orientation towards solving a sustainability-related problem with (creative) business organizing as a means to solve the problem(s)...". A tentative framework of sustainopreneurship can be created by case stories and a more detailed decription can help clarify the buzz-words (Abrahamsson, 2008:145). We conducted a case study to research the conceprual development base on the above. Traditional business opportunities resulted from customers' demand in entrepreneurial activities. Nevertheless, we used the case to elaborate on the opportunity of commuity recovery after the most harmful earthquake on September 21st, 1999 in Taiwan. The founders of the organization tried to think about how to change the vicious circle originating from conventional agriculture, a dominated mainstream behind an efficient logic. Without human sources and financial supports, they themselves began their farming business to implement their ideas, "Changing world by consuming", and tried to get rid of the miserable fate of local farmers in Chungliao Township where is located in the middle west of Nantou County in central Taiwan. They disclosed everyday information of orange productions through blog and interactive with consumers to encourage reasonable trade prices, which can at least provide minimum income for the farmers to pave their way to the development of organic agriculture. The organization still persists in the mission even after the death of founders. Eventually, they have become an interface between suppliers and consumers, and have established a community library for propagandizing their idea. The case is consistent with the concept of sustainopreneurship and contributes the implications to academics, officials and practitioners.