Abstract
This article focuses on how the alleged value of independence in nonprofit organizations should be conceptualized, researched, and advanced. Through the conceptualization of independence as an institutional norm, the article makes several contributions to research on strategies for independence in nonprofit organizations. Rather than focusing on independence as a tangible organizational quality, the article studies and analyzes overarching strategies with which nonprofit organizations promote an image of independence. Recategorizations of results from previous research and illustrations from case studies of Swedish nonprofit ecolabeling serve as the main empirical material. By conceptualizing how nonprofit organizations employ multiple, and sometimes even contradictory, organizational strategies for being perceived as independent, the scope of research is broadened and the roles of institutional contexts and processes are highlighted.