The power of consumer solidarity framing in scaling up social impact
研究法国社会企业如何通过公平定价牛奶扩大社会影响，揭示消费者团结框架如何动员媒体、零售商、竞争对手和政策制定者等生态系统参与者，推动社会危机解决方案的广泛采用。
We study how a French social venture helped scale up social impact by selling fair-priced milk. Besides market success, the venture became a symbol of fair pricing for farmers, influencing public discourse and inspiring new laws. We develop a process model where energized consumer solidarity framing serves as a catalyst for mobilizing ecosystem actors, leading to the widespread adoption of the venture's solution to an economic and social crisis. This distributed process of scaling up social impact unfolds outside the venture's direct control, relying on community enactment as well as engagement and energizing from the media, incumbent retailers and competitors, as well as politicians. We contribute to research on scaling up social impact by explaining how and why entrepreneurial framing can mobilize diverse ecosystem actors. We also advance entrepreneurial framing research by offering a social-emotional explanation of how framing can enable change. • French co-op helping farmers scaled up social impact with limited resources • Social entrepreneur used energized consumer solidarity framing to engage ecosystem actors • Diagnostic, prognostic, and motivational frames mobilized ecosystem actors • Continuous energizing between the entrepreneur and ecosystem actors enabled scaling up • Positive and negative emotions can be regulated in entrepreneurial framing