Gebhardt, LeonhardLeonhardGebhardtKaus, JensJensKausHölzle, KatharinaKatharinaHölzle2025-05-122025-05-122025-03-30https://publica.fraunhofer.de/handle/publica/48750610.1080/08985626.2025.24839362-s2.0-105002040683Sustainable entrepreneurs are not only confronted with a ‘liability of newness’ that characterizes any entrepreneur but also with a ‘liability of otherness’ as they pursue both collective goals and personal interests. The resulting obstacles include the need for legitimation and a lack of financial, administrative, and informational support. This study explores how sustainable entrepreneurs strive to address these contextual barriers. Drawing on interviews with entrepreneurs of 20 sustainability-driven ventures, we demonstrate that sustainable entrepreneurs leverage their embeddedness as agents of change. By employing strategic agencement–Capacitating, Conforming, and Cutting–they actively shape their contexts and create scope for agency.enfalsesustainable entrepreneurshiphybrid organizinginstitutional fieldsagencementlegitimacyembeddednessjournal article