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PurposeThis article explores value-based motivations to adopt ecological entrepreneurship (ecopreneurship) practices and investigates how intersections of social identities such as gender, religion and ethnicity influence these motivations.Design/methodology/approachThe study uses primary data from field observations, social media analysis and semistructured in-depth interviews with 16 owner-managers of small and medium enterprises (SMEs) in the Indonesian craft sector.FindingsThe findings show that self-enhancement, conservation and self-transcendence values motivated the entrepreneurs to adopt ecopreneurship practices. Furthermore, the intersections of identities also tended to influence the entrepreneurs' motivations to adopt ecopreneurship practices.Research limitations/implicationsThe sample was limited to the Indonesian craft sector. However, the study has furthered one’s understanding of how values motivate ecopreneurship behavior. Conservation values were added to the values known to influence proenvironmental behavior. Furthermore, Schwartz's value theory, strongly associated with Western, individualistic, culture is suggested to be adapted. In Asian – collectivist – cultures, the values driving the entrepreneur are often more community-oriented than individualistic.Practical implicationsThis study recommends policymakers to create more inclusive policies to foster the acceleration of sustainable development by equitably including both genders and encourages them to promote local culture, which motivates entrepreneurs in the craft sector to adopt ecopreneurship practices.Originality/valueThe study contributes to the entrepreneurship literature, particularly to the fields of gender and ecopreneurship, by considering the intersections of identities of the ecopreneurs. A research agenda for ecological entrepreneurship and family business researchers is provided.

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The implementation of sustainability-oriented practices in small- and medium-sized enterprises (SMEs) has been discussed frequently over the years. Recent studies on sustainability have focused mainly on links between ecological and economic sustainability. This exploratory study aims to explore institutional barriers and facilitators regarding the implementation of sustainability-oriented practices in the Indonesian batik industry and to provide policy recommendations. The Indonesian batik industry is well-known for its cultural heritage and for being part of the Indonesian identity. Batik products are mostly hand-crafted by women crafters. The study used in-depth insights from two focus groups conducted with entrepreneurs active in the batik industry, while also building on earlier empirical insights. The lack of customer knowledge and socio-cultural and regulatory factors were found to be barriers to sustainability in batik SMEs. Ecological, technological, socio-cultural, and political factors were found to facilitate achieving sustainability objectives. This study contributes to the sustainable entrepreneurship and women entrepreneurship literature by considering facilitators and barriers as they are experienced by batik entrepreneurs and by furthering the conceptualization of sustainable entrepreneurs as either “committed” or “followers”.