In pursuit of sustainable living, ethics researchers as well as consumers themselves have challenged the status quo of consumption as an institution. Fueled by global economic, environmental, and societal concerns, responsible consumption has become an integral part of the sustainability and consumption ethics literature. One movement toward sustainability consists of confining living space into a smaller ecological footprint. Although motivations for such a lifestyle have been examined, little research has investigated the process of how members of the tiny house movement (...) reconfigure learned consumption practices. This study investigates tiny house dwellers’ transformational experiences through the theoretical lens of contemporary institutional change. Qualitative analysis reveals that these challengers of the status quo face significant normative, regulatory, and cognitive hurdles. However, by engaging in sensemaking, validation, and change agency practices, tiny house dwellers have attempted to legitimize a new way of sustainable living that can be in conflict with existing institutions. Implications and future research are discussed in terms of how examining institutional change processes can be a vital part of ethics and sustainability research. Implications are also provided for how marketing organizations can consider modifying their market offerings to capitalize on this segment of society. (shrink)