Rodriguez Aboytes, Jorge Gustavo; Barth, Matthias; … - In: World development sustainability 1 (2022) 1, pp. 1-12
Sustainability entrepreneurs act based on expectations about how products will be received by consumers, in which …-guiding function, expectations play an important role in how sustainability ventures develop in and out of niches. However, little … entrepreneurs articulate and change their expectations. This paper addresses this research gap using transformative learning theory …