Investigating spatial concentration of sustainable restaurants:It is all about good food!

This research addresses the role of sustainable demand and psychological and cultural factors in the spatial concentration of sustainable SMEs. We analyze the spatial concentration of sustainable SMEs in the restaurant sector in the Netherlands. We argue that traditional agglomeration theories can partially explain spatial concentration of sustainable SMEs, but are not sufficient in explaining the sub-sector concentration of sustainable entrepreneurs. Demand, psychological and cultural factors could explain sub-sector concentration of sustainable restaurants. We use sustainable entrepreneurship theory to explain this difference. We analyze spatial concentration of sustainable SMEs in three ways. First, we investigate spatial concentration based on all individual locations of sustainable restaurants with an average nearest neighbor analysis. Second, we analyze spatial autocorrelation with use of the Moran's I statistic. Finally, we map the clustering of sustainable restaurants with a Getis-Ord Gi* analysis. We use sustainable restaurants as a percentage of conventional restaurants in a region in the Netherlands. While controlling for conventional clustering, we find a single large cluster of sustainable restaurants. Arguably, this clustering is caused by a spatial variation of demand and individual psychological traits of sustainable entrepreneurs, which together represent a regional culture of sustainable entrepreneurship

Activists' and social entrepreneurs' approaches towards consumer culture: Providing a protective space for sustainability transitions

Social entrepreneurs and activists can contribute to sustainability transitions by influencing consumer culture. This can provide a protective space to shelter new sustainability solutions from market pressures until they are ready to scale to the mass market. We study how social entrepreneurs and activists within a sustainable market niche attempt to influence consumer culture. Using grounded theory, we analyse interviews with 26 activists and social entrepreneurs in the market for alternatives to animal products in the Netherlands. We find a synergy where social entrepreneurs' strategies pull consumers into sustainable consumption while activists' strategies focus push consumers out of unsustainable consumption. These strategies contain four tactics: connecting to, showing contrast with and broadening consumers' connection to values associated with sustainable consumerism and a radical innovation tactic. We show how strategies for consumer culture change interact on the niche level of sustainability transitions to create a protective space for sustainability solutions