ABSTRACT
Ecopreneurship has been constructed as a latent salvation to the negative effects of entrepreneurship. This chapter traces the dissemination of prevailing assumptions about ecopreneurship, and examines with some sceptism the 'truths' generated. The bulk of the empirical material for the analysis comprises various texts drawn from academic literature, policy and social media. By merging Derridean deconstruction with category analysis, it analyses ecopreneurship to decipher the omitted and unsaid that underpin the truth about the goodness of the ecopreneur. The chapter critically interrogates what sort of figure the ecopreneur is becoming with a focus on the potential it offers, the practices it is described to pursue, and the promises it is supposed to deliver. It sums up the main characteristics of the ecopreneur, to unearth common polarisations as well as the unsaid and obscured. The chapter ends by exploring the consequences of the accentuating knowledge production about ecopreneurship and its correlating attraction: the ecopreneur.
