The tactics of ecopreneurs aiming to influence existing practices

Previous research highlights that ecopreneurship helps to live within planetary limits and influence existing practices. Yet, the tactics of ecopreneurs aiming to do this is rarely covered. This study follows three ecopreneurs in urban planning, food, and clothing sectors during four years while they tried to influence existing practices. Over the years their activities changed, decelerated, or stopped. Owing to the difficulties and opposition they faced, their tactics included resource bricolage, and giving in to opposition and finding detours. These findings present ecopreneurship as a mundane process evolving over time.