Adopting a paradoxical frame helps firms navigate the trade-offs between environmental, social, and economic demands, enhancing sustainability outcomes. However, organizational factors associated with this approach are underexplored. Drawing on institutional complexity theory, we categorize these factors into willingness (prioritization of sustainability) and ability (capacity to mobilize resources). Using fuzzy-set qualitative comparative analysis (fsQCA) we identify four configurations of willingness and ability associated with more paradoxical framing of sustainability trade-offs: Normative, Willing with Resources, Committed & Able, and Instrumental. Our study contributes to the paradox and sustainability literature by offering a configurational understanding of paradoxical frames, suggesting that multiple pathways exist for the adoption of such frames, challenging the assumption that a normative understanding of sustainability issues is the only condition associated with a paradoxical frame in sustainability.
