Advocating sustainability in entrepreneurial ecosystems: Micro-level practices of sharing ventures

•Applies a micro-level perspective on the role of entrepreneurs in shaping the sharing economy field.•Conducts an inductive study investigating practices of sustainable entrepreneurs to advocate sustainability.•Study findings delineate three distinct sets of entrepreneurial micro-level practices.•Substantiates the distinct micro-level practices that sustainable entrepreneurs enact to advocate sustainability.•Provides theoretical insights for the sharing economy and the development of sustainability in entrepreneurial ecosystems. While extant research on entrepreneurial ecosystems has focused on macro-level factors influencing the ecosystem's development, the role and impact of entrepreneurial practices have been neglected. The objective of this study is to address this research gap and to shed light on the micro-level practices of entrepreneurs who support sustainability transitions in entrepreneurial ecosystems. Our inductive study looks at these micro-level practices from the perspective of sustainable ventures situated in the sharing economy. We conducted 31 in-depth interviews with the founders and senior managers of sustainable ventures to investigate how they advocate the sustainability cause in their ecosystem. Our findings show that sustainable entrepreneurs rely on three distinct sets of micro-level practices: building a supportive environment, disrupting normative standards, and reframing the sustainability paradigm. Also, sustainable entrepreneurs engage in political work to strengthen their position and credibility in the sharing economy, which is being increasingly dominated by profit-oriented players and business practices. By substantiating the central role and micro-level practices that sustainable entrepreneurs enact to advocate sustainability, our study contributes to theorizing the sharing economy. Furthermore, our resultant framework provides a detailed overview of the distinct micro-level practices that help ventures to support the sustainability transition in entrepreneurial ecosystems.