“…Studying such business actors is novel in business studies in general and in business strategy in particular. For example, concepts such as permaculture were almost exclusively conceptual studies (e.g., Akhtar, Lodhi, Khan, & Sarwar, 2016;Roux-Rosier, Azambuja, & Islam, 2018;Vitari & David, 2017), with only some studies of organic farming (e.g., Jolink & Niesten, 2015) and agribusiness enterprises (Swaffield, Corry, Opdam, McWilliam, & Primdahl, 2019). The preferred area of study was the sustainability of small businesses in general (e.g., Andersén, Jansson, & Ljungkvist, 2019).…”