Normative Drivers Research Articles

Cognitive, Affective, and Normative Drivers of Pro-Environmental Intentions Among Urban Forest Visitors – The IPMA Approach

This study investigates the cognitive, affective, and normative drivers of pro-environmental intentions among urban forest visitors, applying the Importance-Performance Map Analysis (IPMA) to identify key dimensions influencing sustainable behaviors. Drawing from existing literature, the research examines how environmental awareness, connectedness to nature, environmental empathy, place attachment, social norms, and moral norms shape pro-environmental intentions. Data were collected from 550 respondents in Bangkok using a self-administered online survey. Structural equation modeling was used to evaluate the relationships among these constructs, and IPMA was employed to assess their relative importance and performance. Results revealed that affective components, particularly place attachment and connectedness to nature, and normative factors like social norms, have a significant impact on pro-environmental intentions. Meanwhile, environmental awareness and moral norms showed limited influence. The findings highlight areas for improvement and provide practical implications for enhancing sustainable behaviors in urban forests.

Effects of cognitive, affective and normative drivers of artificial intelligence ChatGPT on continuous use intention

研究目的本研究旨在探讨认知、情感和规范成分之间的相互作用, 以及它们在接受或拒绝在酒店和旅游环境中使用人工智能（AI）和 ChatGPT 的潜力。研究方法使用先进的分析方法（即模糊集定性比较分析）, 本研究基于 474 份使用 ChatGPT 获取酒店和旅游信息的个人的回答, 测试了假设。研究发现本研究发现了多个解决方案, 包括认知、情感和规范驱动, 对基于 AI 的 ChatGPT 的强弱持续意图。信息性, 作为认知驱动之一, 被发现是实现期望结果的必要条件。研究创新本研究为在酒店和旅游技术消费环境中预测复杂旅行者行为的功能性开发多个配置提供了新颖见解。

Cut-Out Scenario Generation With Reasonability Foreseeable Parameter Range From Real Highway Dataset for Autonomous Vehicle Assessment

This study aims to generate test cases for scenario-based assessment of automated driving systems (ADS) when encountering a cut-out maneuver where the lead vehicle having changed lanes, revealing a new lead vehicle that, in some cases, is slower than the original lead (the cutting-out) vehicle. We extracted the cut-out scenarios from an established real-world traffic dataset recorded by instrumented vehicles on Japanese highways and then defined using vehicle kinematic parameters (velocities and distances). The extracted scenarios were analyzed based on the direct correlation between every two consecutive vehicles: a rear part that describes the correlation between the following vehicle and the cutting-out vehicles; and a frontal part that describes the correlation between the cutting-out vehicle and the preceding vehicle. Parameter ranges were quantified with a regression model and determined based on the risk acceptance threshold applied in the field of Japanese high-speed trains and annual exposure by professional highway drivers to produce a scenario space with a reasonably foreseeable range in which ADS may not produce crashes lest it performs worse than human drivers. A multi-dimensional distribution analytical approach was used to derive a correlation between the following vehicle and the preceding vehicle considering the initial longitudinal velocities. Results suggest that there should be no risk of a collision between the following vehicle and the preceding vehicle when the time headway between the following vehicle and the cutting-out vehicle is equal to or more than 2 s. These findings can help to understand normative driver behavior during cut-out scenarios and to generate accident-free scenario space for which ADS must perform flawlessly.

Employing a sort of “we” based VBN model to gauge Chinese tourists' intentions to support low-carbon tourism

Low-carbon tourism behaviors by tourists can directly reduce carbon emissions and resource consumption, providing an effective way to promote the high-quality development of tourism. Therefore, promoting low-carbon tourism behaviors among tourists has become a key concern in academia. Most existing studies have investigated the influence of tourists' cognitive, emotional and normative drivers of low-carbon tourism behavior from the perspective of tourists. However, the nature of tourism activities is social interaction, which can have a significant impact on tourists' low-carbon tourism behavior. Moreover, the study of Chinese tourists' low-carbon tourism behavior requires attention to the core elements of Chinese culture. Thus, there is an urgent need to study the low-carbon tourism behavior of tourists as it is embedded in social interactions and strongly influenced by the local Chinese culture. The sense of mianzi and the sense of group consistency are two key Chinese cultural norms that have self-regulatory (personal norms) and other-regulatory (social norms) effects on Chinese social interaction behaviors. This paper uses VBN (value-belief-norm) theory as the basic framework, incorporates two normative factors that reflect Chinese cultural characteristics, mianzi consciousness and group consistency consciousness, and modifies the general VBN model based on Chinese cultural characteristics to construct an integrated model to explain Chinese tourists' low-carbon tourism behavior. The results show that tourists' traditional values have a significant effect on their low-carbon tourism intention through beliefs and personal norms. In addition, we find that the more sensitive tourists' sense of mianzi (personal norms) is, the more significant the effect of perceived group consistency pressure (social norms) is on their low-carbon tourism behavior. This study integrates Chinese cultural normative factors and classical Western environmental behavior theoretical models to extend the study of the influence of Chinese cultural factors on Chinese tourists' low-carbon tourism behavior.

The Challenges of Palm Oil Sustainable Consumption and Production in China: An Institutional Theory Perspective

The emerging economies are the centrepieces in the sustainable consumption and production of palm oil (SCP). With the collaborative efforts of the European Union and some non-governmental organisations, producers are kept in the spotlight, and scrutiny has begun to sweep down the supply chain. Palm oil environmental liabilities are extended to the consuming countries and criticism of emerging economies is evident in the context of weak institutions and inadequate attention from interest groups. China, one of the major consumers of palm oil, encompasses almost every potential environmental performance issue at the end of the palm oil supply chain. Sherri Torjman’s six-step approach has been used to parse the constraints and contributions of institutional coercive, mimetic and normative drivers to the three goals of the economic, social and environmental performance of palm oil SCP. This paper investigates the relevant institutions in China and compares in detail the content of SCP-related elements in these institutions through desktop research. An institutional theoretical perspective is provided to take a more comprehensive look at the SCP challenges facing the palm oil supply chain in China whereby this paper aims to shed light on the linkages between the challenges and institutional drivers.

A couple-based gender transformative intervention to enhance women’s participation in household decision-making: results from a cluster randomised control trial in Ibadan, Nigeria

ABSTRACT Women’s empowerment is recognised as an important strategy to foster gender equality. Its achievement requires an approach that targets normative and structural drivers of gender inequality. Nigerian women continue to face socio-economic challenges and are unable to exercise their agency within their homes. We evaluated a cluster-randomised control trial that aimed to increase women’s household decision-making by working with couples in three critical areas: spousal relations, and financial and reproductive decision-making. The trend overall suggested gains in some domains of decision-making but the results were mixed. More research is needed for improved context-specific measurement of decision-making as well as programme adaptation.

Key elements of green supply chain management drivers and barriers empirical study of solar energy companies in South Egypt

PurposeThere are several important strategic projects in the field of renewable energy in Egypt. Benban project is considered as one of the largest solar generation facilities in the world, which aims to increase clean energy produced, provide electricity needs for citizens and help to increase the volume of Egypt's electricity exports. The purpose of this paper is to explore the most important drivers and barriers that affect the implementation of green supply chain management (GSCM) practices in the field of solar energy production.Design/methodology/approachIt is an exploratory research that conducts a case study about solar energy companies operating in Benban, south Egypt. It adopts a mixed approach; qualitative and quantitative research strategy to test the relationship between dependent and independent variables through a survey.FindingsThis research concluded that normative drivers involving stakeholder pressure are of the greatest drivers of GSCM practice, while external barriers including lack of government regulations and government support, poor supplier commitment, customers’ unawareness of sustainable green products, lack of markets receiving and manufacturing recycled materials, lack of renewal or technological innovation in markets and lack of human resources or expertise in market are among the biggest barriers to GSCM implementation.Research limitations/implicationsThe researchers collected 30 responses during the field survey, which is a nonrandom sample that does not allow generalization. In addition, samples are only from companies in the solar energy sector only.Originality/valueAs there is a need for research that addresses sustainability practices and solutions in developing countries, especially in Egypt, this paper theoretically contributes to literature by proposing a conceptual framework that identifies the drivers and barriers of GSCM from the existing literature, then investigates and measures their impact on the implementation of GSCM on an Egyptian case study. As regards the practical contribution, this research is a trial to experimentally test the importance of top management’s role in motivating and training employees to improve the brand image of their company and making them aware of the benefits of the successful GSCM implementation.

The institutional drivers of social procurement implementation in Australian construction projects

Social procurement policies are becoming an increasingly popular tool for construction project clients to meet their corporate social responsibility objectives. This research employs New Institutional Theory to investigate the coercive, mimetic and normative drivers behind the adoption of social procurement policies in Australian construction projects. It presents a thematic analysis of semi-structured interviews with sixteen social procurement actors in the Australian construction industry who are responsible for implementing these policies at a project level. Results contribute new theoretical and practical insights into the nascent and under-theorized body of social procurement research in the field of project management. They indicate that coercive isomorphism is the most powerful driver of social procurement adoption in Australian construction projects, followed by mimetic isomorphism and normative isomorphism. It is concluded that the effective implementation of social procurement policies in construction projects requires project supply chains to shift from a compliance and mimicking mindset to one which normalizes social procurement. This will require institutional change based on the legitimisation of new social procurement professionals, roles and practices and the development of new project-based intermediaries to mitigate the risks and maximize the opportunities that social procurement presents.

Understanding the social entrepreneur: a new intentions model for advancing equity, social justice and sustainability

PurposeSocial entrepreneurship (SE) is an emerging social phenomenon gaining tangible traction for its ability to tackle complex social and environmental problems against a backdrop of global sustainability challenges. This paper aims to unpack SE intentions, mindset and motivations to elucidate “why” and “how” social entrepreneurs (SE) initiate, perpetuate and sustain pro-social entrepreneurship activity. It specifically asks why SE do what they do, how they develop and sustain pro-social entrepreneurship action and how these normative drivers affect the social change process.Design/methodology/approachThis qualitative research adopts an exploratory multiple case design approach in examining the tacit experience of eight SE tackling complex water, sanitation and environmental challenges in Indonesia, and combines this with scholarly insights from multiple bodies of knowledge. Case studies include six SE recognised by the Ashoka Foundation and two lesser-known “social enterprises” to enable finding patterns across the cases and compare key differences between pro-social and conventional entrepreneurship. Triangulating semi-structured interviews with secondary data analysis and semi-ethnographic fieldwork observations, this paper provides a rich theoretical and empirical basis to understand the emerging transformative potential of SE in tackling a range of sustainability issues.FindingsInterviews with eight SE highlighted their intentions to advance inter and intra-generational equity, social justice and sustainability, bringing socially embedded empathetic values and a growth mindset to overcome challenges associated with disrupting existing social order. Direct engagement with the SE revealed 10 critical enabling factors to foster future SE potential, namely, individual background and experience, unmet social needs, empathy, sense of belonging, willingness/passion to alleviate other’s suffering, growth mindset, internal/external catalysts, intrinsic and extrinsic needs, beliefs and goals and declaration of a social mission to ensure consistency in behaviour and action. This demonstrates that while SE are motivated by a variety of self and other-oriented mechanisms, it is ultimately the process of developing empathy, a growth mindset and declaring a social mission that drives and sustains pro-social entrepreneurship action.Practical implicationsThe output of this research is a new intentions model, which outlines the 5 phases of enterprise development and 10 critical enabling factors to foster future SE potential. These insights are critical to leveraging the emerging transformative potential of SE in tackling the world’s most urgent sustainability issues.Social implicationsThe paper presents a deep analysis of data on individual background, experience and characteristics in developing a new SE intentions model.Originality/valueThe distinct focus on inputs over processes and outcomes answers to a highly elusive topic while offering an alternative approach to understand how SE create remarkably different strategies, processes and outcomes to conventional developmental approaches.

Interest rate fixation periods and reference points

This paper shows how retail borrowers’ focus on recent interest rates as reference points may lead to choices of interest rate fixation periods which are inconsistent with normative predictions. A laboratory experiment reveals that borrowers prefer longer interest rate fixation periods when interest rates have fallen and shorter interest rate fixation periods when interest rates have risen. Normative drivers of interest rate fixation choice related to borrower characteristics, loan attributes, and pricing variables cannot explain these decisions. Market data from a mortgage broker confirms our findings in a context in which sound financial decisions are of prime importance for households’ financial well-being.

Maturity Choice and Reference Points

This paper shows how retail borrowers' focus on recent interest rates as reference points may lead to choices of interest rate fixation periods which are inconsistent with normative predictions. A laboratory experiment reveals that borrowers prefer longer interest rate fixation periods when interest rates have fallen and shorter interest rate fixation periods when interest rates have risen. Normative drivers of interest rate fixation choice related to borrower characteristics, loan attributes, and pricing variables cannot explain these decisions. Market data from a mortgage broker confirms our findings in a context in which sound financial decisions are of prime importance for households’ financial well-being.

Pro-poor land transfers in the presence of landslides: New insights on norms in land markets

We investigate the presence of redistributive attitudes on the supply side of land markets in a mountainous area in Western Uganda. We test whether observed preferences can be explained with an economic model on informal insurance within social networks or whether alternative explanations, such as normative drivers, are needed. To do so, we first collected detailed data on plot ownership, plot location and exposure to landslides among 401 farmers in Western Uganda. Then a discrete choice experiment (DCE) was conducted on the hypothetical sales of these plots in order to elicit preferences for specific buyer characteristics among respondents. We find that people prefer to sell their plots to family members and are therefore ready to forego some revenue from the sale. Moreover, farmers prefer to sell their land to poorer buyers, but only as long as the plots are not susceptible to landslides. When the plots are susceptible to landslides no preference is shown to sell plots to less wealthy buyers. Our results add to the literature on land markets and norms in the presence of environmental risks by illustrating that attitudes in favour of redistribution and disaster risk reduction cannot be explained by risk pooling and informal insurance considerations alone. Our study illustrates the potential of DCE to measure how redistributive preference might influence decisions during market transactions. This leads to some important recommendations for policies on land markets and disaster risk reduction.

Reconsidering law at the edge: How and why do place‐managers balance thrill and compliance at outdoor attraction sites?

AbstractThis paper challenges legal geographers to go further in their claimed rejection of legal closure (the reduction of any situation to a purely legal dimension), by calling for greater exploration of how law’s command is always acting alongside and potentially subordinated to other spatio‐cultural normative influences. The insights of this advocated approach are illustrated using examples drawn from the author's fieldwork conducted across a variety of outdoor attraction settings, which have explored how place‐managers frame, arrange, and present their sites by reference to individual goals and communal interpretive practices deriving from multiple normative drivers. It is argued that this plurality of influences requires place‐managers to act as edgeworkers, developing a finely tuned understanding of how to manage the potentially hazardous co‐presence of visitors’ bodies and physical edges at their sites. This requires active balancing of their interpretation of (and compliance with) broad commandments for their sites to be “reasonably safe,” with the requirements of other pressing normativities, including those set by landscape aesthetics that demand that visitors must be presented with an appropriately thrilling experience. Recent trends in the development of contemporary legal geographic analysis, each of which are suggestive of an increasing attentiveness to law’s limits, are considered in order to develop this critique of conventional legal geographic practice and in support of the potentiality of the recommended new focus, specifically: legal geography’s “contingency orientation” (Orzeck & Hae); emerging interest in the “edge of law” (Jeffrey); and in the purposeful creation of normative atmospheres and law’s dissimulation there (Philippopoulos‐Mihalopoulos; Pavoni). Through these analytical lenses place‐manager’s active and skilful edgework becomes both more visible and more understandable as a dynamic situational balancing of compliance with safety laws and with the satisfaction of thrill and desire.

Stemming the sportswear counterfeit tide: Emerging market evidence of rational and normative drivers

Orientation: Increasingly, there is an urgent need to curb the scourge of counterfeiting, which is fast becoming a global economic threat with severe implications on employment creation and societal well-being. Research purpose: The aim of this study was to examine the effect of rational and normative factors on consumers’ willingness to buy counterfeit sportswear in South Africa. Motivation for the study: This study contributes input to the development of long-term strategies of curbing the escalating scourge of counterfeiting in the sportswear sector. Research design, approach and method: The study was conducted in South Africa’s southern Gauteng region and Johannesburg central business district, which are considered to be amongst the major counterfeit sportswear promoting segments in South Africa. Cross-sectional data were collected from a convenient sample of 390 respondents. Study hypotheses were tested using standard multiple regression analysis. Main findings: Perceived financial control and subjective norm emerged as the main factors that engender favourable attitudes towards counterfeit products. Furthermore, attitude towards counterfeits had a strong positive effect on consumers’ willingness to purchase counterfeit sportswear. Practical/managerial implications: The findings of this study suggest that a combination of normative and rational strategies have the potential to change consumers’ attitudes and willingness to purchase counterfeit sportswear. Contribution/value-added: The study findings highlight the importance of attempting to address the problem of counterfeiting not only from a regulatory perspective but also from a rational and normative perspective.

Between Border Dispute and Ethnic Conflict: The EU as a Just Mediator in the Serbia-Kosovo Stalemate

This paper analyses the contribution of the European Union (EU) to global justice and ethno-national conflict resolution between Kosovo and Serbia through its rule of law mission in Kosovo (EULEX), the Stabilisation and Association Process (SAP), and the EU-facilitated dialogue between Pristina and Belgrade. The paper argues that an observed inability of the EU to resolve the conflict between Serbia and Kosovo stems from inconsistent and often contradictory normative drivers in the EU’s policy towards Serbia and Kosovo. The normative drivers are part of the EU’s commitment to achieving global justice through its foreign policy. To better understand and disaggregate these justice concerns, the paper utilises the GLOBUS global justice framework, which distinguishes between three conceptions of global justice: justice as non-domination, justice as impartiality and justice as mutual recognition. The paper identifies the ideal-situation policy choices in conflict management, which are in line with the respective conceptions of global justice. The paper then assesses the EU’s actions in Serbia and Kosovo and their effects on the ground against these ideal-type scenarios. The analysis reveals the key policy dilemmas the EU faces on the ground and argues that these dilemmas hinder their efforts in resolving the resolution of the frozen conflict between Serbia and Kosovo. The paper relies on both documentary data and interviews with stakeholders in Kosovo and Serbia that are affected by the EU’s actions, including civil society, businesses and governmental agencies.

Voting for Green? U.S. Support for Environmental Projects in the Multilateral Development Banks

This article examines the drivers of American support for environmental projects in the multilateral development banks (MDBs). We first describe how U.S. Executive Directors are guided by Congressional directives regarding environmental aspects of MDB projects. The article then turns to statistical analysis of the strategic and normative drivers of U.S. positions on MDB projects. Our analysis finds mixed support for environmental factors driving U.S. votes. The United States is more inclined to vote against “dirty” projects (i.e., mining, coal, and oil) rather than specifically support “green” projects (i.e., projects related toward climate change or biodiversity). The overall environmental performance of a country had a minor influence on whether the United States would support proposals from that country, but the United States was much more likely to disapprove of a project if a project failed to undergo an environmental analysis or failed the analysis in anyway.

Institutional drivers of born-public ventures

PurposeThe purpose of this paper is to identify and theoretically delineate the government-based institutional drivers of “born-public ventures” – ventures that seek to fulfill government contracts or sell goods and services to government agencies.Design/methodology/approachThe authors develop theory that explains how the government influences the pursuit of public sector opportunities, thereby influencing where new ventures expend their finite effort. Specifically, the authors use institutional theory to delineate the regulatory, cognitive, and normative drivers of born-public ventures. In doing so, the authors highlight both the government’s regulative and non-regulative institutional influences. Finally, the authors present a research agenda to encourage further understanding of this important phenomenon.FindingsThe authors find that the government can affect the allocation of finite entrepreneurial effort toward or away from public sector opportunities by using regulative, normative, and cognitive institutional forces. This influence is important because entrepreneurship targeted at the public sector likely has broad implications for the economy and society as a whole.Originality/valueDespite recent attention to questions about entrepreneurial allocation, scholars have largely overlooked the importance of why some new ventures choose to allocate their effort toward public sector opportunities. Given the growing number of public sector opportunities and the potential economic and societal implications associated with pursuing these opportunities, research is needed to understand this allocative choice. By introducing the phenomenon of born-public ventures and outlining important research questions, this theoretical paper provides the foundation for further work on this topic.

Understanding the sustainability of cross-sectoral care coordination: an exploration of two approaches to coordinating mental and physical health services

Introduction: Coordinated health services are required for complex patients with comorbid mental and physical health conditions. Health Links (HL) is an initiative in Ontario, Canada promoting integration across the mental and physical health sectors. Collaborative structures in HLs were determined by local partnering organizations, resulting in various integration approaches. Therefore, HLs offers a unique opportunity to examine different approaches to mental and physical health service coordination under the umbrella of a common initiative. Our aim was to contrast two approaches to coordinating mental and physical health services, and to explore the sustainability of each approach. Methods: This analysis was undertaken as part of an overall case study evaluation of HLs. Qualitative data collected through semi-structured interviews with HLs leaders and frontline practitioners in two HLs cases were analyzed. We conducted a descriptive content analysis of interview data to understand and contrast care coordination in each HL, and linked these to theory to explore sustainability considerations. Results: In case 1, a multi-organizational coordination approach was used; care coordination was assigned to the most appropriate organization, which was added staff members’ caseloads. Other partnering organizations were involved in care as required. Multi-organizational involvement expanded the service pool, which is vital for resource-constrained sectors. Shared organizational agendas facilitated continued commitment to integration despite staff turnover. One drawback is that processes may be too slow for timely intervention. In case 2, a primary health care coordinator was stationed at an addictions clinic to develop care plans, coordinate services and provide point-of-care physical health assessments. The coordinator diversified the scope of services at the clinic, was more likely to develop trusting relationship-based ties with other health workers, and was able to reach traditionally hard-to-access addictions patients by establishing transitive relationships. However, case 2 is difficult to scale up and sustainability is threatened by staff turnover. Discussion: Different coordination approaches may impact the sustainability of cross-sectoral coordination; however, the “most sustainable” approach is unclear and may be dependent on the needs of patients and the goals of integration. Sustainable collaboration has not been empirically well-explored, but institutional and social capital theories lend insight on this. Multi-organizational coordination might be sustained when resources are low and normative system drivers are pushing different sectors towards similar philosophies of patient care. Cross-sectoral point-of-care coordination may be sustained when dealing with vulnerable or marginalized patient populations, where trust is the foundation for maintaining ties. Conclusions: We examined two approaches to cross-sectoral coordination; each approach has its strengths and limitations regarding sustainability of integration. Lessons Learned: Policymakers and practice leaders should foster care coordination approaches that best address the needs of complex patients in local care settings, while considering sustainability. Limitations: The current analysis only examined two approaches to coordinating care across physical and mental health sectors, and does not consider whether outcomes differ across integrated care models. Suggestions for future research: Researchers should continue exploring sustainability considerations amongst various forms of cross-sectoral coordinated care. Moreover, understanding how the sustainment of outcomes is achieved through these various forms is valuable.

Academic aspects of management accounting and controlling in Poland since the 1990s

Academic aspects of management accounting and controlling in Poland since the 1990s Management accounting (MA) systems in enterprises in Poland are shaped by numerous economic and institutional factors. Normative drivers such as teaching at the university level, academic research and publications of Polish academics (which are, in turn, influenced by the development of MA and con-trolling in Western countries) are of major importance. The aim of the paper is to recognize and present the scope of the impact that the Anglo-American concept of management accounting, and the controlling concept according to the approach in German-speaking countries, have had on the academic aspects of MA in Poland since 1990. The authors answer in the paper six explorative research questions. The basis for the answers to these questions is a literature study, a review and thematic classification of articles concerning MA and controlling, published in the two main Polish journals in this area, and a survey conducted by the authors among heads of accounting departments at universities and other entities of further education in Poland. The paper provides arguments confirming that there is no uni-form perception of the relationship between MA and controlling among Polish accounting researchers, that research topics in Poland are dominated by the Anglo-American concept of MA, and that educa-tional programs on accounting at university level have a preference for the term management account-ing, although they also offer courses on controlling.

The Advocate\u2019s Own Challenges to Behave in a Sustainable Way: An Institutional Analysis of Advocacy NGOs

Non-governmental organizations (NGOs) are increasingly important drivers for businesses’ self-regulation to operate in a sustainable way. We shift the perspective on NGOs from focusing on their advocacy role to focusing on their accountability for having sustainable internal operations. In a multiple case analysis, we explore the question ‘What are the drivers and barriers to sustainable conduct of NGOs that are sustainability advocates?’ Drawing on institutional theory, we obtain novel insights into the legitimacy-seeking motivations for sustainable conduct in the specific context of advocacy NGOs. We found that, affected by its mission, (1) the cultural-cognitive drive is particularly high, with sustainable conduct as an internally ‘taken-for-granted’ behavior, followed by (2) the normative drivers, with the balance between perceived vulnerability of needing to ‘walk the talk’ and the sense of immunity due to lack of external scrutiny, and (3) there are hardly any regulative drivers. Furthermore, these organizations face idiosyncratic trade-offs when balancing investments in their advocacy missions with investments in sustainable operations, reflecting ethical dilemmas. In a broader sense, this research elucidates the way advocates cope in situations of institutional complexity, with conflicting institutional demands between their mission and role-model function.