The resolution of social and environmental concerns in an economy over time can be partially attributed to entrepreneurial action (Dean & McMullen, 2007). However, emergent entrepreneurial ventures that present new ways to tackle these issues are likely to face institutionalised organizational fields and a potentially hostile reception from incumbents, making it difficult to gain legitimacy and survive (Aldrich & Fiol, 1994). To successfully drive change, entrepreneurs need to address the “contradictory values, assumptions and goals” they face in practice (Egri & Herman, 2000). This study proposes to extend insights into sustainable entrepreneurship by focusing on the attitudes and actions of entrepreneurs engaged in this landscape. In particular, why do these individuals choose entrepreneurship as way to bring change? How might they leverage their position to challenge unsustainable business practices?