Milena Ratajczak-Mrozek and Aleksandra Hauke-Lopes with the paper in the Journal of Business & Industrial Marketing

A new article entitled “Micro-foundations of sustainability: entrepreneurial identity and interaction patterns in plant-based food microenterprises”, co-authored by Dr. hab. Milena Ratajczak-Mrozek, Prof. PUEB, Dr. Aleksandra Hauke-Lopes, and Prof. Aldona Glińska-Neweś (Nicolaus Copernicus University in Toruń), has been published in the Journal of Business & Industrial Marketing (Emerald Publishing).

The article presents findings from a study of 20 microenterprises operating in the plant-based food service industry (vegan and vegetarian restaurants and cafés). It examines how entrepreneurs’ identities, values, and motivations influence the development of business relationships and the implementation of sustainability-oriented practices.

The study identifies four distinct types of entrepreneurs, reflecting different approaches to sustainability. The findings indicate that entrepreneurs’ motivations and values influence business partner selection and patterns of cooperation. However, the translation of these values into business practices also depends on resource constraints and the conditions under which businesses operate.

The publication highlights the importance of individual entrepreneurs’ characteristics in shaping inter-organisational relationships and achieving sustainability objectives.

Read the full article: https://doi.org/10.1108/JBIM-01-2026-0063

The research was supported by funds granted by the Minister of Science of the Republic of Poland under the „Regional Initiative for Excellence” Programme for the implementation of the project “The Poznań University of Economics and Business for Economy 5.0: Regional Initiative – Global Effects (RIGE)”