Chapter 11 Sustainability – Driving Behavioural Change: Is it as Easy as we Believe?

Abstract

Sustainability is far from being a new concept, having been around since the mid-1970s, notably through ‘The Natural Step’ developed in Sweden by Dr. Karl-Henrik Robèrt. Recently, the Bruntland's Commission's report ‘Our Common Future’, published in 1987, defined sustainable development as ‘meeting the needs of the present generation without compromising the ability of future generations to meet their needs’ (WCED, 1987, p. 43). Although the Bruntland's definition has arguably become the most widely used, the debate about what sustainability is and what it is not most certainly continues.

Citation

Field, M. and Tunna, J. (2011), "Chapter 11 Sustainability – Driving Behavioural Change: Is it as Easy as we Believe?", Eweje, G. and Perry, M. (Ed.) Business and Sustainability: Concepts, Strategies and Changes (Critical Studies on Corporate Responsibility, Governance and Sustainability, Vol. 3), Emerald Group Publishing Limited, Leeds, pp. 241-259. https://doi.org/10.1108/S2043-9059(2011)0000003019