Contested industries such as the Artisanal and Small-Scale Mining (ASM) sector have great potential for contributing to all 17 sustainable development goals (SDGs). Nonetheless, such industries are characterized by complex belief systems emanating from a wide range of institutional constituents. The resulting institutionally complex environment makes promotion of sustainable development almost impossible. Hence, this study, supported by the Swiss Government, through the ESKAS scholarship fund, aims to understand the different belief systems in ASM, how ASM actors respond to pressure coming from these belief systems, and how sustainable development can be achieved in such an environment.