This thesis analyzes the methods for adopting green hydrogen within the context of Hydrogen Hubs, and in particular examines governance models and commercial incentives necessary for involving small entities such as SMEs and startups in this framework. The research delves into how these factors can contribute to accelerating the adoption of green hydrogen while simultaneously pursuing Environmental, Social, and Governance (ESG) sustainability objectives. The analysis also highlights the fundamental role of effective governance and financial mechanisms supporting the participation of SMEs and startups, which are considered entities with a primary role in technological innovation. Furthermore, through the examination of best practices, international policies, and case studies of both active and failed hydrogen hubs, the thesis identifies the crucial factors that determine the success of these ecosystems, including stakeholder engagement, the definition of binding purchase contracts and a strong integration of ESG criteria.