András Ócsai Corvinus University of Budapest Contact: firstname.lastname@example.org Title: Values-orientation of Hungarian ecologically-oriented businesses Abstract: Background. We live in the era of deepening social and ecological crises causing irreversible adverse changes in the natural environment and the societies. Ecological transformation of business, new forms of innovative business models, integration business and ethical, philosophical perspectives are indispensable to form an ecologically, socially and economically sustainable future. For such a turn, alternative ways of thinking, interdisciplinary approach and values-oriented behaviour of economic actors are needed. Aims. Values-oriented – particularly ecologically-oriented – businesses in Hungary are able and willing to think and operate in alternative ways compared to the unsustainable prevailing economic system. Profit generation is not their ultimate aim, but means to meet their mission. Aims of the research are to show (1) What kind of values-orientation, motivational background do Hungarian ecologically-oriented businesses have? (2) How are they able to sustain or even prosper in the Hungarian economic conditions? (3) How do they define success, what are their original raison d’etre? Methodology. After reviewing the relevant literature of values and values-orientation, study of theoretical background of ecologically conscious businesses, their economical viability, success definition shall be studied. A qualitative approach to research design shall be used for creating understanding with focus on particularities of the most progressive Hungarian ecologically-oriented businesses. Less structured approach is planned through unstructured and semi-structured interviews with entrepreneurs, founders, owners or managers selected by an expert sample; also observations shall complete the methodology. Expected results. Value-orientation may seem to be rooted in the leaders’ personal commitment, values and intrinsic motivation. Main characteristic of these companies may also be the multidimensional definition of success; they shall not measure success in financial terms only but consider the well-being of all their stakeholders in wider sense. Implications and future research. There could be theoretical and practical implications that the ecological crisis is not merely a natural science problem but an enormous social problem, including the problem of values and beliefs. To solve the ecological and social failures of the prevailing mainstream business model, a radical change of the dominant profit-oriented materialistic economic mindset seems to be inevitable. Understanding and mapping the value background of thinking and functioning of ecologically-oriented businesses could be useful tools to study, identify and promote sustainable behaviour in business.