.... Design/methodology/approach This paper uses a conceptual approach. This paper uses heuristic vignettes. This paper synthesizes socioemotional wealth theory, entrepreneurial identity theory and institutional work to construct a behavioral model of sustainability-oriented entrepreneurship. Three...

... argues that different classes of sustainability can emerge from platforms in the form of institutional work whose legitimacy derives from judgments of value aimed at solving sustainability problems. This paper aims to identify the forms of institutional work proposed by different platform models...