Abstract
Sustainability entrepreneurs introduce practices to solve pressing environmental and social problems, but widespread adoption of these sustainability practices by consumers and users is a challenge. This conceptual paper examines ‘designing understanding’ as balancing familiarity with novelty to address this challenge. It develops a typology of designing understanding for the adoption of sustainability practices based on entrepreneurial motivation and adopter preferences, emphasizing the agency of both entrepreneurs and adopters, thereby bridging entrepreneurship with innovation and adoption research. The types differ in framing approaches and adoption effectiveness. We illustrate the typology with examples from sharing practices in the fashion industry.
| Original language | English |
|---|---|
| Article number | 22177 |
| Journal | Academy of Management Annual Meeting Proceedings |
| Volume | 2025 |
| Issue number | 1 |
| Number of pages | 6 |
| ISSN | 0065-0668 |
| DOIs | |
| Publication status | Published - 17.06.2025 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 9 Industry, Innovation, and Infrastructure
Research areas and keywords
- Management studies
- Typology
- Sustainability
- Bridging (networking)
- Entrepreneurship
- Novelty
- Conceptual framework
- Framing (construction)
ASJC Scopus Subject Areas
- Industrial relations
- Management Information Systems
- Management of Technology and Innovation
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