As postulated by Confino (2014), some organizations fail to implement sustainable practice simply because their peers are not doing the same. Research shows that even some companies that have implemented sustainable programs are sceptical on the threats from growing inequality, resources scarcity, the decimation of biodiversity, and climate change. With such, perceptions, some businesses seem not to understand or appreciate the importance of sustainable practices and as such are comfortable when copying what others are doing (Heinrichs, Martens, Michelsen, & Wiek 2016). This is common among companies that have the tendency to copy what the competition is doing to achieve a competitive edge. The assumption is that if they implement sustainable practices while their……….
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