The global shift toward sustainability is reshaping economic systems, industrial priorities, and labour markets. In this context, the green industry is emerging not only as a response to climate change and environmental degradation but also as a strategic development pathway for inclusive growth. In the Western Balkans, the green transition is increasingly aligned with European integration processes and structural reforms, creating new economic opportunities across multiple sectors.
This chapter examines how the green industry can serve as a catalyst for women’s empowerment by expanding access to entrepreneurship, leadership positions, and innovation-driven markets. It explores the regional green transformation and analyses how gender-sensitive policies and institutional support can strengthen women’s participation in sustainable economic development.
Advancing the Green Economy in the Western Balkans
Green entrepreneurship refers to business activities that are environmentally sustainable, socially responsible, and economically viable. By promoting renewable energy, circular economy models, resource efficiency, and low-carbon production, green entrepreneurship stimulates innovation, generates employment, and supports long-term economic resilience (Munitlak-Ivanović & Radović-Marković, 2016). In emerging economies, it represents both an environmental necessity and a competitive development strategy.
The Western Balkans is progressively advancing its green transition through coordinated reforms and international support mechanisms. As environmental pressures intensify and EU integration accelerates, countries in the region are aligning national development strategies with renewable energy expansion, decarbonization, and sustainable industrial policies. This transformation is structural rather than purely ecological, reshaping labour markets, investment priorities, and entrepreneurial ecosystems.
Montenegro has taken proactive steps through initiatives such as the UNDP-supported project “Growth of Green Business in Montenegro” (2018–2021) (USAID, 2022), which encouraged low-carbon solutions and job creation while strengthening small and medium-sized enterprises.
Serbia intensified its green transition in 2019 under the influence of the EU Green Deal framework. Regulatory reforms and policy adjustments have aimed at promoting renewable energy, waste management, and sustainable production systems, increasing interest in green entrepreneurship and innovation (UNDP, 2021).
Bosnia and Herzegovina possesses strong comparative advantages in solar energy production and has been identified as one of the most favourable locations in Europe for solar development (USAID, 2022). Expanding solar capacity offers not only environmental benefits but also significant employment potential across technical, managerial, and digital fields.
Despite this progress, structural constraints remain. Improving governance quality, strengthening institutional transparency, enhancing digitalisation, and creating a more supportive business environment are essential for unlocking the region’s full green potential (World Bank, 2021). The green economy is therefore evolving into a comprehensive modernisation strategy capable of narrowing the economic gap with EU member states.
Women’s Role in the Green Industry and Economic Transformation
Within this structural transformation, the green industry offers a strategic opportunity for women’s economic empowerment. Green sectors—such as renewable energy, sustainable agriculture, eco-tourism, circular economy services, and environmental technologies—are expanding and attracting public and private investment. This expansion creates new entry points for women, particularly in entrepreneurship and innovation-driven ventures.
For women, green entrepreneurship provides access to sectors traditionally dominated by men, including energy and sustainable manufacturing. Women-led startups and social enterprises increasingly integrate environmental objectives with community development and inclusive business models. In this way, women’s participation in the green economy contributes not only to gender equality but also to broader sustainable development goals.
Although gender disparities persist in employment, leadership representation, and access to finance in the Western Balkans, ongoing reforms and targeted initiatives are gradually improving opportunities. When sustainability policies are combined with gender-sensitive measures—such as access to credit, training in STEM fields, and institutional mentoring—the green transition can reduce structural inequalities.
Several factors make the green industry particularly attractive for women:
However, realising this potential requires supportive ecosystems. Access to education in green technologies and digital skills, transparent governance frameworks, financial inclusion, and institutional backing remain critical. Without these structural enablers, the benefits of green transformation may remain unevenly distributed.
Conclusion
Within this structural transformation, the green industry offers a strategic opportunity for women’s economic empowerment. Green sectors—such as renewable energy, sustainable agriculture, eco-tourism, circular economy services, and environmental technologies—are expanding and attracting both public and private investment. This expansion creates new entry points for women, particularly in entrepreneurship and innovation-driven ventures.
Importantly, women are not only participants in this transformation but increasingly leaders within it. Across the region and globally, women are founding green startups, leading sustainability departments in corporations, shaping environmental policy frameworks, and managing renewable energy projects. Their leadership is often characterised by long-term orientation, social responsibility, and collaborative governance models—qualities that align closely with sustainability principles. As more women assume executive and decision-making roles in green industries, they contribute to reshaping business cultures toward more inclusive and ethical practices.
Recent trends further reinforce this momentum. The rise of impact investing, ESG (Environmental, Social, and Governance) standards, climate-tech innovation, and digital green solutions has opened new financing channels and visibility for women-led sustainable enterprises. International financial institutions and EU-supported programs increasingly prioritise gender-responsive green investments, recognising that women’s leadership strengthens environmental outcomes and improves organisational performance. In addition, digitalisation and remote business models are lowering traditional entry barriers, enabling women to participate more actively in global green value chains.
For women, green entrepreneurship provides access to sectors traditionally dominated by men, including energy, environmental engineering, and sustainable manufacturing. Women-led startups and social enterprises increasingly integrate environmental objectives with community development and inclusive business strategies. In doing so, women’s participation in the green economy advances not only gender equality but also broader sustainable development goals.
Although gender disparities in employment, leadership representation, and access to finance persist in the Western Balkans, ongoing reforms and targeted initiatives are gradually improving opportunities. When sustainability policies are combined with gender-sensitive measures—such as improved access to credit, STEM education and digital training, mentorship networks, and institutional support—the green transition can help reduce structural inequalities. For example, data for Bosnia and Herzegovina (2023) show that only about 30 % of people had basic or advanced digital skills, with clear gender gaps among older age groups (e.g., women aged 55–74 are significantly less digitally literate). Women also make up only about 23 % of employees in the ICT sector, despite the growth of the IT industry and digitalisation (OECD, 2024). In Montenegro (2021), around 16.4 % of ICT specialists are women, highlighting the gender imbalance in this sector (UN Montenegro, 2023). Similarly, in Serbia, women represent approximately 25 % of ICT professionals, and gender differences in digital skills remain evident, particularly in rural areas and among older age groups (OECD, 2024).
This evidence underscores that increasing women’s access to digital tools, training, and supportive networks is essential for enabling female entrepreneurs to leverage modern technologies, e-commerce, and digital platforms, thereby fostering more inclusive participation in the green economy.
Ultimately, strengthening women’s leadership in the green industry is not merely a matter of equity; it is a strategic necessity for building resilient, innovative, and competitive economies. By integrating gender equality into sustainability strategies, the Western Balkans can accelerate economic development.
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