This thesis explores the dynamics of adopting sustainability practices among startups focusing on the consequences of adopting and integrating sustainable practices. A qualitative research method using semi-structured interviews with key stakeholders in combination with theoretical research provided insight into both the practical and theoretical aspects of adopting sustainability. With the increasing global awareness of sustainability, startups are at the forefront of adopting sustainability practices in their business operations due to their agility and innovation. However, adopting these practices comes with several challenges. Internal motivation and external pressures appear to be the main drivers of sustainability practices among startups. Internally, the founder's vision and values are crucial in this aspect.  External pressures come from institutions and customer expectations regarding the global awareness of sustainable consumption. We examined how these main drivers of sustainability influence the decisions of startups to adopt sustainability practices. 

Furthermore, startups often give priority to environmental sustainability where the focus is on reducing carbon dioxide emissions by minimizing waste and being more energy efficient. This adoption is a competitive advantage within the industry, although the sustainability adjustments often come with several key challenges, mostly related to economic issues, that can hamper startups.