Reframing Sustainability: Negotiating Environmental Responsibility in the Food Market

While little research has examined tensions related to sustainability in marketing organization, the present study investigates how resistance and disruptions in environmental responsibility are configured in the market and in consumer relationship management. Results from a neo-institutional analysis elucidate commercial rationalities that enact forms of corporate ‘legitimate resistance’ to incentives of sustainable consumption and production in contemporary food retail.


Carl Yngfalk (2015) ,"Reframing Sustainability: Negotiating Environmental Responsibility in the Food Market", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 815-815.


Carl Yngfalk, Stockholm Centre for Organizational Research, Stockholm University, Sweden


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More


Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More


M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.