Background: Climate change has become the most pressing challenge of our time. Current business approaches to sustainability are instrumental that may portray sustainability as a source of corporate profit rather than acting for change beyond mitigation and adaptation. A regenerative approach to sustainability challenges current practices and aims to create and strengthen environmental and social well-being.

Purpose: The purpose of this study is to deepen the understanding of how change agents can be a part of a regenerative sustainability transition. This is done by investigating the attitudes of change agents to such a transition. The aim is to contribute to theoretical and practical implications of organizational change theory, addressing the phenomena of organizational regenerative sustainability.

Method: The paradigm of this study is of critical realist nature with an exploratory research design. An abductive model inspired the research approach, and semi-structured interviews were performed to collect primary data. A thematic analysis was then performed to draw conclusions from this study.

Results: The analysis uncovered both welcoming and reluctant attitudes toward a regenerative transition. The welcoming attitudes were inherently more optimistic toward a regenerative transition, whereas change agents with reluctant attitudes identified more challenges and barriers for implementing a regenerative transition simultaneously as their perspectives were more business-centered. When weighing the evidence, it appears that the welcoming attitudes are relatively more likely to have a positive impact on implementing regenerative change as well as succeed with the initiation.