Sustainability entrepreneurs act based on expectations about how products will be received by consumers, in which directions markets and demand will develop, or which business models and innovations will prevail. Through their action-guiding function, expectations play an important role in how...

Of Sustainability and Storytelling -- An Introduction to this Book -- PART 1. RESEARCH PERSPECTIVES. SusTelling: Storytelling for Sustainability -- Does SusTelling for Sustainability Work? An Experiment -- SusTelling in the Reception Lab -- On How Young Adults Perceive Storytelling -- PART 2....