Tashe F. Gregorio | Maria Victoria Rosas |
May 22, 2026
The Third Wave Coffee movement emerges as a platform for ethical and sustainable transformation. While it contributes to broader social impact, a critical gap remains in understanding how sustainability motivations are formed and interpreted in real business contexts. Anchored in Mises’ Praxeology, this study addresses the lacuna through an exploratory qualitative research design with heterogeneity sampling by examining, in a focus group discussion, the entrepreneurs’ lived experiences and practices toward sustainability. The reflexive thematic analysis resulted in the articulation of a contextual sustainability business framework highlighting the role of personal value as human agency in mediating theory and practice. This framework does not claim universal prescription of applicability. Theoretically, this study contributes to the contemporary discourse by grounding sustainability in a praxeological interpretation, revealing that enacting sustainability is not purely a methodological or technical mechanism. Instead, it signals a deeper mind shift within actors, emphasizing the purposive decision-making aspect within project constraints.