Sustainable Purpose- and Passionpreneurship: New-Age Lifestyle or a Necessity for Sustainable Development?

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

The manuscript “Sustainable purpose- and passionpreneurship – new age lifestyle or a necessity for sustainable development” brings a fresh and thought-provoking perspective to the field of sustainable entrepreneurship. By weaving together indigenous wisdom, regenerative business thinking, and inner development, the author creates a rich and meaningful narrative that pushes the boundaries of traditional entrepreneurship research.

What stands out:

• The conceptual framework is both coherent and inspiring, blending sustainability, spirituality, and entrepreneurship in a way that feels timely and necessary.

• The regenerative business model canvas, adapted to the medicine wheel, is a valuable and original contribution.

• The case studies are vivid and deeply authentic, drawing strength from the author’s ethnographic engagement.

• Overall, the paper successfully bridges theory and practice, offering insights that are both academically relevant and practically resonant.

Suggestions for enhancement:

• The methodology section could be strengthened by including more detail-particularly regarding the number of participants, the point of theoretical saturation, and how the Gioia coding approach was implemented in practice.

• While the writing is engaging and heartfelt, some sections-especially the abstract and introduction—could benefit from light editing to enhance clarity and conciseness.

• It may be helpful to reflect more critically on potential concerns around cultural appropriation and the practical scalability of deeply values-driven business models.

• Incorporating perspectives from recent literature on feminist economics, regenerative design, or social innovation could further enrich the theoretical grounding.

Final thoughts:

This is a compelling and timely piece that offers both intellectual depth and emotional resonance. With a few minor revisions, it will make a valuable contribution to the growing conversation around purpose-driven, sustainable entrepreneurship.

Comments on the Quality of English Language

The manuscript presents its ideas clearly and with genuine enthusiasm, which makes it both engaging and well-aligned with the topic. The author’s voice feels authentic and passionate, which adds value to the overall narrative. That said, there are a few areas-especially in the abstract, introduction, and some transitions-where the clarity and flow of the language could benefit from refinement. I would suggest a light round of copy-editing to smooth out these sections, reduce occasional redundancies, and maintain a consistent academic tone throughout. These minor adjustments would further enhance the readability and impact of the paper, without changing its core message or strength.

Author Response

I would like to sincerely thank the reviewer for the thoughtful and encouraging feedback on my manuscript, “Sustainable purpose- and passionpreneurship – new age lifestyle or a necessity for sustainable development.” I deeply appreciate the recognition of the originality and timeliness of the research. Your comments acknowledging the coherence of the conceptual framework, the contribution of the regenerative business model canvas adapted to the medicine wheel, and the authenticity of the case studies are very encouraging.

I am grateful for the acknowledgement that this work bridges theory and practice in meaningful ways. In the following, I provide detailed responses and clarifications to each suggestion for enhancement: 

Comment 1: 

• The methodology section could be strengthened by including more detail-particularly regarding the number of participants, the point of theoretical saturation, and how the Gioia coding approach was implemented in practice.

Reply 1: Thank you for pointing this out. The methodology section is strengthened with a more detailed description of the study approach, data collection and analysis process in 3.1 - 3.3 sections, specifically the first and second paragraphs in 3.1, the first paragraph in 3.2 and the first and second paragraphs in 3.3 (also below).

This research aims to expand the understanding of passion-driven and purpose-driven entrepreneurship within sustainability frameworks and the business model canvas. A qualitative case study approach was adopted to explore the lived experiences, perspectives, and insights of entrepreneurs who operate with a sense of passion and purpose. The research design combines ethnographic methods, including participant contextual observations and qualitative interviews, to comprehensively analyse the subject [44-45]. Three case studies were selected for this paper, allowing for an in-depth approach, focusing on theoretical generalisation via constructs development and data analysis via integrative movement between emerging theories, existing literature and cases’ data [46].

A deep understanding of the cultural and social contexts within which the entrepreneurs operate was supported by observations. Through these techniques, the researcher could capture both the tangible and intangible aspects of entrepreneurial life, such as decision-making processes, values, and business/lifestyle contexts. Case study interviews helped with more structured and rich empirical descriptions, revealing underlying patterns and relationships of complex phenomena such as conscious entrepreneurs. This research study is exploratory and descriptive, allowing new insights and theories to emerge inductively as the data collection progressed [46, 47].

The data collection for this study involved a combination of ethnographic observations and in-depth case interviews with entrepreneurs operating online and residing in Indonesia, Mexico and Portugal, the places that exemplify global entrepreneurial hubs. Non-discriminative purposive sampling, a widely used method in qualitative research, was employed to find information-rich cases of entrepreneurs [48]. This sampling method helped to identify three participants who met the research goals and inclusion criteria of being established, successful, purpose- and passion-driven entrepreneurs operating globally.

The inclusion criteria for participants:

• Entrepreneurs who have been in business for at least 4-5 years
• Entrepreneurs who focus on sustainability, purpose, and passion as core drivers of their business models.
• Entrepreneurs who operate in global markets, mostly through online channels, and communicate primarily in English.
• Entrepreneurs based in or operating from global entrepreneurial hubs, such as Bali, Mexico, and Portugal.

As for the data saturation discussion, I was guided by Morse's logic for richness of the data that is derived from a detailed description, not the number of times something is stated, and the potential danger of relying on data saturation (similar to the discussion here https://researchdesignreview.com/2020/07/07/sample-size-qualitative-research-risk-of-relying-saturation/). I've observed many entrepreneurs during my visits to Bali, Mexico and Portugal, followed by social media and website analysis, to choose three cases for an in-depth analysis.

Morse, J. M. (2015). Critical analysis of strategies for determining rigor in qualitative inquiry. Qualitative Health Research, 25(9), 1212–1222. https://doi.org/10.1017/CBO9781107415324.004

3.3 Data was transcribed using transcription technology like TurboScribe and analysed using narrative and thematic analysis methods with Nvivo [49-51]. This method was chosen because it allows for identifying recurring themes, stories, and insights related to the researched topics. The qualitative data analysis followed a systematic, integrative approach, allowing themes and patterns to emerge directly from the data and through the use of theoretical concepts derived from the existing literature, supporting guidance of the aggregation of codes and themes and allowing for a deeper interpretation of the data [46, 51, 52].

To ensure the rigour in the analysis, the study adopted the Gioia methodology, which emphasises the extraction of key themes and concepts through an iterative process [52]. This involved three stages of data analysis:

1. First stage: The researcher identified keywords and key phrases from the interview transcripts, observations, social media presence and documents (websites) (Table 2).
2. Second stage: These keywords were organised into thematic clusters to represent broader theoretical concepts (Table 3).
3. Third stage: The themes and concepts were aggregated to form dimensions that capture the essence of the entrepreneurial experience within the sustainable/regenerative entrepreneurship context (Table 4 ).

Comment 2: 

• While the writing is engaging and heartfelt, some sections-especially the abstract and introduction—could benefit from light editing to enhance clarity and conciseness.

Reply 2: I appreciate the recognition of the text written with my heart, and to engage, this study is a reflection of the transformational journey and an important personal and planetary enquiry. The abstract and introduction flows are improved for better clarity and conciseness.

Comment 3: 

• It may be helpful to reflect more critically on potential concerns around cultural appropriation and the practical scalability of deeply values-driven business models.

Reply 3: The proper acknowledgement of the diverse wisdom systems is very important, and there are some risks that are seen in the commercialisation of cultural/indigenous practices in the observed communities, especially by some expats; however, these are usually short-term practised businesses that are getting called out by the community. Nonetheless, the consideration of the risks of cultural appropriation is added in the 5. Results and Discussion, 5.2 first paragraph and Conclusions paragraph 3 (in future research suggestions). Practical scalability inquiry is a suggestion for future research, along with the discussion in Table 4. However, the cases discussed in this study also represent the scalability shown by the development of the offerings (in all Cases), stemming from one-on-one sessions to holding retreats/courses for numerous participants, even when managed by small teams.

Unlike conventional sustainable entrepreneurship research [19], this study highlights the significance of indigenous systems in shaping entrepreneurial contexts. Entrepreneurs in Mexico, Portugal, and Bali deliberately chose ecosystems that support holistic well-being and inspire personal and professional growth. One participant noted: “Mexico did come to me in all of its glory. So for me, Mexico is very grounding” (Case 1), while another reflected: “Bali is magical… the only place where my husband and I both fell in love with the land” (Case 3). These insights align with indigenous perspectives but extend the discussion into the contemporary expat and digital nomad entrepreneurial context, raising opportunities for integration between Western and indigenous knowledge while also surfacing some concerns of possible cultural misappropriation if not appropriately acknowledged.

This research suggests directions for further exploration into the integration of indigenous frameworks and sustainability. Additional enquiry is needed to explore the complexities of spiritual wisdom and the integration of current economic systems. Future studies could also investigate the long-term implications of regenerative entrepreneurial practices and examine how these business models can scale while maintaining integrity and authenticity.

Comments 4: 

• Incorporating perspectives from recent literature on feminist economics, regenerative design, or social innovation could further enrich the theoretical grounding

Reply 4: Incorporation of perspectives from feminist and sacred economics, along with regenerative systems, and social innovation and entrepreneurship, is included/elaborated both in theory (2.2 first and second paragraphs and 2.3 first and last paragraphs) and in the results discussion (5.1 paragraph 4, 5.2 paragraphs three and four).

Thank you once again for your generous and constructive feedback. I am heartened by your recognition that this manuscript offers both academic rigour and emotional resonance, and that with minor revisions, it can make a valuable contribution to the ongoing conversation around purpose and passion-driven sustainable entrepreneurship. I have carefully addressed the points raised to strengthen the coherence and analysis of the paper; moreover, the manuscript was refined for clarity and flow of language as well as better transitions. There are also improvements to the structure (i.e. Chapter 5) and a deeper integration of empirical data into the discussion.

Reviewer 2 Report

Comments and Suggestions for Authors

I believe that although the research topic of this article has certain practical significance, the non-scientific nature of the methodology and the breakage of the logical chain make its conclusion lack credibility and unable to provide valuable academic contributions to the field of sustainable entrepreneurship.

1. The study only selected three entrepreneurs as cases, all of whom were from spiritual entrepreneurship hubs such as Mexico, Portugal, and Bali. The sample size was extremely small and highly homogeneous, making it completely unrepresentative. The author claimed to have adopted "non-discriminatory purpose sampling", but did not explain the sampling framework, the basis for determining the sample size, nor did he explain why these three cases could represent the group of conscious entrepreneurs. This sampling method that generalizes from a single instance violates the most fundamental principle of rigor in qualitative research.

2. Your analytical method is chaotic. The author claims to adopt topic analysis and the Gioia methodology, but does not explain the specific derivation process from keyword extraction to topic clustering and then to the theoretical dimension, nor does it present key steps such as coding examples and topic saturation tests. The so-called triangulation only mentions observation, interviews, and social media, but does not explain how to cross-validate the conclusion through the information from these channels.

3. Research potential ethical issues. Although the author claims to have obtained ethical approval, the case description contains a large number of personal details (such as "living with the daughter" and "arranging the menstrual cycle for work"), and does not clearly state whether this information has been reconfirmed by the participants. This excessive exposure of personal privacy does not conform to the ethical norms of qualitative research and may also affect the authenticity of the data.

4. The text repeatedly uses terms such as conscious entrepreneurs, purpose-driven entrepreneurship, and regenerative leadership, but never provides clear definitions.

5. The author attempts to combine the drug wheel framework, the regenerative business model canvas and the case, but there is a lack of logical connection between the two.

6. Although the author cited a large number of references, he failed to sort out the controversial points or blank areas that have been studied.

7. Compared with the traditional business model canvas, the regenerative business model canvas proposed in the text (Table 4) merely changes customer segmentation to soulmate customers and channels to educational marketing. Essentially, it is a substitution of terms and does not reflect any theoretical or practical innovation. The so-called redefinition of success has long been common sense in sustainable entrepreneurship research and is not an original finding of this study.

8. Due to sample bias and methodological flaws, the research conclusions can only reflect the personal experiences of three specific entrepreneurs and cannot be generalized to a broader group of conscious entrepreneurs. The future research directions proposed by the author also seem empty and meaningless due to the lack of existing research as a foundation.

Author Response

Please see the attachment.

Author Response File: Author Response.docx

Reviewer 3 Report

Comments and Suggestions for Authors

1. This topic is slightly different from the norm. Although topics such as entrepreneurship are quite common, there are still not many studies from this perspective.

From the abstract, the structure is relatively complete. Explained the importance of topic selection, clarified variables, research methods, research results, and research value. At present, it still meets the standards.

3. In the introduction section, the opening part is a bit messy and not very relevant to the topic. It is recommended to delete it. This section mainly explains three questions: why we need to study, what is the significance of studying, and how I plan to study.
4. The literature review section appears plain and unremarkable.

The research methodology section appears to be average. This is a case study. But I feel that the layout of the case study is not attractive. I also find it difficult to provide suggestions on how to make modifications.

6. Research results section. Figure 2 is drawn very abstractly, feeling very casual and non-standard.
7. In the reference section, it is recommended to add DOI. Additionally, I feel that there have been fewer high-level journal references in recent years, so I suggest adding more. Some of the literature is already very outdated. If possible, it is recommended to delete it.

Author Response

Comment 1. This topic is slightly different from the norm. Although topics such as entrepreneurship are quite common, there are still not many studies from this perspective.

Response 1. I appreciate the reviewer’s recognition of the innovative nature of my topic and its potential contribution to advancing the fields of sustainability and entrepreneurship, revised conclusions of the manuscript reflect the contributions of this study in a clearer way

 

Comment 2. From the abstract, the structure is relatively complete. Explained the importance of topic selection, clarified variables, research methods, research results, and research value. At present, it still meets the standards.

N\A

Comment 3. In the introduction section, the opening part is a bit messy and not very relevant to the topic. It is recommended to delete it. This section mainly explains three questions: why we need to study, what is the significance of studying, and how I plan to study.

Response 3: The opening section of the introduction addresses the essential question of why (as mentioned by Reviewer 3 as well) and provides the background for this study, which has taken nearly a decade for me to complete. It does start with the quote to set the scene for the enquiry.  It also establishes the foundation for the discussion that follows in the introduction and throughout the paper, framing the research inquiry within the broader concerns shared by many about the future of our society and our planet. Removing this section would risk omitting the critical context that explains the motivation and purpose behind the research. Nonetheless, the introduction was revised for enhanced clarity and structure, incorporating the WHY? and significance and shortly, the HOW?

Comment 4: The literature review section appears plain and unremarkable.

 

Response 4: I respectfully disagree with the assessment that the literature review is “plain and unremarkable.” The section not only reviews existing work but also offers a reframing of corporate sustainability through a revised Venn diagram that introduces a fourth dimension - individual development. This dimension is inspired by both the medicine wheel from indigenous knowledge systems and the current global individual transformation wave (i.e. IDG network) and directly reflects the realities of conscious entrepreneurship as both a personal and societal endeavour. To the best of my knowledge, this integration of individual systems and empowerment into the sustainability framework is not explicitly developed in prior literature. By doing so, the study makes a theoretical contribution by redefining sustainability in entrepreneurship to encompass personal, social, environmental, and economic cycles, thereby broadening current scholarly conversations, as discussed more clearly after Figure 1. Similarly, this study expands on the revised BMC by integrating the directions and dimensions of the medicine wheel into the original nine elements of the canvas, which is more deliberately discussed in the paragraph after the table. The conclusions are refined to discuss the theoretical contributions.

Comment 5: The research methodology section appears to be average. This is a case study. But I feel that the layout of the case study is not attractive. I also find it difficult to provide suggestions on how to make modifications.

Response 5: I appreciate the reviewer’s observations regarding the methodology section, especially recognising the case study design. However, I would like to respectfully note that the primary aim of a methodology section in qualitative research is not to be “attractive” but to be clear and transparent in explaining how the study was designed and the data were collected and analysed to ensure credibility, transferability, and confirmability (Yin, 2018; Gioia, Corley, & Hamilton, 2013).

To address potential concerns with clarity, Section 3 has been further refined to provide more detail about the data collection process, the ethnographic context, and the rationale for using case study methodology. The description now explicitly outlines the steps of data coding and thematic analysis (Gioia, Corley, & Hamilton, 2013), strengthening the methodological transferability.

While terms such as “average” or “attractive” are somewhat subjective, I have aimed to make the methodology concise yet comprehensive, consistent with best practices in qualitative research. I remain confident that the methodological approach taken is appropriate and rigorous in identifying recurring themes, stories, and insights related to the researched topics, allowing for an in-depth approach with case study research.

Comment 6: Research results section. Figure 2 is drawn very abstractly, feeling very casual and non-standard.

 

Response 6: Figure 2 has now been revised to reflect a more in-depth analysis of sustainable and conscious entrepreneurship development, integrating insights from the revised Business Model Canvas (Table 4) and the case study results. I acknowledge that the figure is non-standard and perhaps seems abstract, but it is definitely not casual; The choice of the spiral is intentional. Following the interdisciplinary lens of this study and the nature of the topics, the figure incorporates the golden ratio spiral, which reflects both the mathematical and geometrical canon of development as well as deeper spiritual knowledge drawn from sacred geometry.

The purpose of this design choice is not only to present findings visually, but also to illustrate the holistic and regenerative nature of entrepreneurship emerging from the cases. By embedding this symbolism, the figure aligns with the study’s core argument: that conscious entrepreneurship integrates rational, practical structures with intuitive, spiritual, and ecological wisdom. While unconventional, this approach offers a theoretical and conceptual contribution to the field by expanding how we can visualise and understand entrepreneurial development in sustainability contexts.

 

Comment 7: In the reference section, it is recommended to add DOI. Additionally, I feel that there have been fewer high-level journal references in recent years, so I suggest adding more. Some of the literature is already very outdated. If possible, it is recommended to delete it.

 

Response 7: DOIs have now been added to all references where available, in accordance with the journal’s instructions. The reference list intentionally includes several foundational articles (e.g., refs. 11, 12, 17, and 38), which are essential to framing the theoretical background of this study and therefore should not be deleted. The remaining references represent recent, interdisciplinary scholarship published within the last twenty years, aligning with the interdisciplinary scope of Sustainability and supporting the study’s focus. In addition, I have incorporated several more contemporary sources to strengthen the discussion. These updated references broaden the dialogue with current scholarship and further situate this study within ongoing academic debates on sustainability, entrepreneurship, regenerative systems, passion and purpose in entrepreneurship. Here is the list of added references:

 

 

1. Mazzocchi, F. (2020). A deeper meaning of sustainability: Insights from indigenous knowledge. The Anthropocene Review, 7(1), 77-93 https://doi.org/10.1177/205301961989888

 

2. Rosário, A. T., Raimundo, R. J., & Cruz, S. P. (2022). Sustainable Entrepreneurship: A Literature Review. Sustainability, 14(9), 5556. https://doi.org/10.3390/su14095556

 

3. Gibbons, L. V. (2020). Regenerative—The New Sustainable? Sustainability, 12(13), 5483. https://doi.org/10.3390/su12135483

 

4. Blanc, J., & Meißner, A. (2025). Towards a Holistic Approach to Sustainable Development: Inner Development as a Missing Link for Sustainability Transformation. Religions, 16(1), 76. https://doi.org/10.3390/rel16010076
5. Toner, J., Desha, C., Reis, K., Hes, D., & Hayes, S. (2023). Integrating Ecological Knowledge into Regenerative Design: A Rapid Practice Review. Sustainability, 15(17), 13271. https://doi.org/10.3390/su151713271

 

6. Eisenstein, C. (2011). Sacred economics: Money, gift, & society in the age of transition. Evolver Editions.

 

7. Cucino, V., Feola, R., Ferlito, R., Maiolini, R., Michelini, L., Mongelli, L., ... & Vesci, M. (2025). What do we really mean by “purpose-driven businesses”? SINERGIE, 43(1), 21-45. https://doi.org/10.7433/s126.2025.02

 

8. Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner Production, 135, 1474–1486. https://doi.org/10.1016/j.jclepro.2016.06.067

 

9. Waring, M. (1988). If Women Counted: A New Feminist Economics. Harper & Row
10. Fletcher, J. K. (1998). Relational practice: A feminist reconstruction of work. Journal of Management Inquiry, 7(2), 163–186. https://doi.org/10.1177/105649269872012

 

11. Carli, L. L., & Eagly, A. H. (2016). Women face a labyrinth: An examination of metaphors for women leaders. Gender in Management: An International Journal, 31(8), 514–527. https://doi.org/10.1108/GM-02-2015-0007

 

Round 2

Reviewer 2 Report

Comments and Suggestions for Authors

It has been better improved.

Reviewer 3 Report

Comments and Suggestions for Authors

accept