Managers’ mindset about the sustainability construct and its triggers is the topic dealt with in the paper. The interviewed managers are all working in companies expressing a commitment on sustainability in their external communication. However, our findings reveal that their commitment is pursued from different business models, visions and ideas about the sustainability construct. We found that sustainability is not triggered, approached and practiced in accordance with one overall mindset. Four interrelated mindsets emerged - due to that sustainability is a learning process and thus formed and developed over time.
