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This paper analyses how entrepreneurs recognise and exploit entrepreneurial opportunities following a sustainable approach that respects the equilibrium among environmental, social and commercial purposes, and how their personality affects this process. The main personality traits focused in this study are narcissism, locus of control and sustainability orientation.

This single case study involves Essentia Dimora Rurale, a small agritourism business, located in Molise (Italy), characterised by a sustainable business model that generates value for the local environment, thus revitalising abandoned territories. Data are collected using qualitative and quantitative methods and are analysed using the Gioia methodology.

The Essentia Dimora Rurale's approach is rooted in the concept of sustainability and the development of tourism in the territory. The preservation of traditional values and the creation of a network allow the firm to prosper and survive. The personalities of the two sibling entrepreneurs fuel the process, and the authors show that each personality trait plays a different role in each phase of the firm's growth.

From a theoretical point of view, the study contributes to entrepreneurial, sustainability and personality literature. However, using a single case study can represent a limit for the research.

Various practical implications are recognised concerning several stakeholders, such as the owners and the entities linked to the regional promotion and tourism sectors.

The novelty of the research relies on the importance of entrepreneur opportunity identification, particularly in sustainable firms. Moreover, the authors fill the literature gap investigating the impact of three personality traits in this process.

Following the lead of neighboring fields such as strategy and organization studies, entrepreneurship is gradually joining in the adoption of a practice perspective. Entrepreneurship as practice (EaP) is thus a nascent domain of investigation where the methodological debate is still unsettled and very fluid. In this paper, the authors contribute to this debate with a focus on family entrepreneurship.

The authors develop a conceptual paper to discuss what it entails to look at family entrepreneurship through a practice lens and why it is fruitful. Moreover, the authors propose a research strategy novel to the field through which such investigation can be pursued, namely process tracing, and examine its inferential logic.

Process tracing is a strategy of data analysis underpinned by an ontology of causal mechanisms. The authors argue that it complements other practice methods by inferring social mechanisms from empirical evidence and thereby establishing a connection between praxis, practices and practitioners.

Process tracing helps the articulation of an “integrated model” of practice that relates praxis, practices and practitioners to the outcome they jointly produce. By enabling the assessment of impact, process tracing helps providing prima facie evidentiary grounds for policy action and intervention.

Process tracing affinity with the practice perspective has been so far acknowledged only to a limited extent in the social sciences, and it is, in fact, a novel research strategy for the family entrepreneurship field.