This study investigates how startups in Sweden’s clean technology sector integrate environmental sustainability into their business models. It explores the strategies, challenges, and opportunities faced by these startups in including sustainability into their operations, with a focus on promoting a more sustainable economy.

A qualitative research design was employed, utilizing semi-structured interviews with seven Swedish clean technology startups, which participated in the interviews. The data collected were analyzed through thematic analysis, focusing on the integration of environmental sustainability into the startups value proposition, value creation, and value capture.

According to the study Swedish clean technology startups actively integrate sustainability into their business models, with a strong focus on offering sustainable products and services. Key opportunities identified include the growing consumer demand for sustainable solutions and financial gain from sustainable innovations. However, the main challenges faced by startups include financial difficulties and limited access to funding.

This study contributes to the understanding of environmental sustainability practices within Swedish clean technology startups. By applying the framework of sustainable business models, the research enhances the theoretical understanding of how startups balance environmental, economic, and social value. The research also contributes to the achievement of three Sustainable Development Goals (SDGs), goals 9, 12, and 13.

The findings show that Swedish clean technology startups are integrating environmental sustainability into their business models, driven by market demand and customer expectations. However, overcoming financial barriers and securing support for sustainable innovation are crucial for long-term success. This study offers insights for researchers, startup managers, and policymakers on supporting startups in advancing environmental sustainability.  

Keywords: Startups, Environmental Sustainability, Clean Technology, Sustainable Business Models, Sustainable Development Goals, Sweden