An appreciation of ecopreneurship and value creation: A case study of Forest Green Rovers Football Club.

Samuel, Anthony ORCID: https://orcid.org/0000-0002-4483-4600, Bull, Mike and White, Gareth 2025. An appreciation of ecopreneurship and value creation: A case study of Forest Green Rovers Football Club. International Journal of Entrepreneurial Behavior & Research Item availability restricted.

	PDF - Accepted Post-Print Version Restricted to Repository staff only Download (708kB)
	PDF (Provisional File) - Accepted Post-Print Version Download (17kB)

Abstract

Abstract Purpose: This research investigates ecological value creation at Forest Green Rovers Football Club (FGR), who are recognised as a pioneer of sustainability and as the first vegan and carbon-neutral football club. We draw attention to the under-researched role of value creation, more specifically, ecological value in ecopreneurship studies. Methodology: Via case study research, based on data from 45 semi-structured FGR stakeholder interviews with staff, fans and local community the methodology explores the interplay between forms of capital (strategic, economic, social, and cultural) and the causal mechanisms driving ecological value creation. Findings: Our findings highlight FGR’s global impact has not necessarily been achieved through success on the football pitch, but by leveraging football to champion ecologically motivated practices. This study highlights how inter-relational forms of capital and the distinct mechanisms at play position FGRs primary purpose as the creation of ecological value. Originality: This study offers novel contributions to ecopreneurship through its focus on value creation, stakeholder perspectives and the application of Parsons’ social systems theory. By situating the study within football a unique empirical context, it advances theoretical and practical understanding of value creation and ecopreneurship’s role in systemic change. Research implications: We see this article as an important step in drawing attention to value creation in ecopreneurship, enriching knowledge by examining forms of organising to redress the status afforded to those that privilege self-interest above ecocentrism. Practical implications: For ecopreneurs and organisations the case study highlights how ecopreneurship leverages Multiple. These findings offer a basis for policymakers and strategic interventions that promote systemic transformations and extend ecological innovation beyond traditional industries.

Item Type:	Article
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Emerald
ISSN:	1355-2554
Date of First Compliant Deposit:	14 November 2025
Date of Acceptance:	6 November 2025
Last Modified:	17 Nov 2025 12:00
URI:	https://orca.cardiff.ac.uk/id/eprint/182416

Actions (repository staff only)

Edit Item