This paper builds an enactment theory to explain the continuing commitment of entrepreneurs to an emerging organizational field like energy efficiency and renewable energy, which is widely seen as being in the interests of society. We propose that when such a field is constrained by such factors...

Given an indifferent institutional environment, ongoing commitment to an emerging organizational field is critical. We build and test an enactment theory of commitment that holds that commitment is driven by institutional entrepreneurship, specifically actions to educate stakeholders, but that...