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Determining CSR Character During a Time of Sustainability Fatigue

McDonald Beasley, Madison LU and Ringblom, Veronika LU (2025) BUSN49 20251
Department of Business Administration
Abstract
This study explores how employees make sense of sustainability efforts within a for-profit organization producing single-use products, focusing on the Scandinavian company Ecolette. Drawing on CSR-related literature, including Basu and Palazzo’s (2008) CSR Process Framework, micro-CSR, Social Identity Theory (SIT), organizational identity, and cynicism, the study provides a nuanced understanding of employee perspectives in a contested industry. Empirical data was gathered through semi-structured interviews and analyzed using an interpretive and abductive approach within a qualitative case study design. Findings show that while employees generally support Ecolette’s sustainability narrative, they also rationalize contradictions between the... (More)
This study explores how employees make sense of sustainability efforts within a for-profit organization producing single-use products, focusing on the Scandinavian company Ecolette. Drawing on CSR-related literature, including Basu and Palazzo’s (2008) CSR Process Framework, micro-CSR, Social Identity Theory (SIT), organizational identity, and cynicism, the study provides a nuanced understanding of employee perspectives in a contested industry. Empirical data was gathered through semi-structured interviews and analyzed using an interpretive and abductive approach within a qualitative case study design. Findings show that while employees generally support Ecolette’s sustainability narrative, they also rationalize contradictions between the company’s sustainability stance and the nature of its products. Ambiguous sustainability goals contribute to uncertainty, misalignment, and in some cases, elements of cynicism, something we refer to as ‘sustainability fatigue’. By adopting a micro-CSR lens, the study offers insights into how individual sensemaking shapes and reflects organizational identity, adding depth to our understanding of CSR in complex, sustainability-challenged contexts. (Less)
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author
McDonald Beasley, Madison LU and Ringblom, Veronika LU
supervisor
organization
alternative title
The Case of Ecolette from the Micro-CSR Perspective
course
BUSN49 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
CSR, micro-CSR, Single-use, Sustainability, Sustainability Fatigue, CSR Character, Cynicism, Sensemaking, Identity
language
English
id
9192195
date added to LUP
2025-06-23 09:45:41
date last changed
2025-06-23 09:45:41
@misc{9192195,
  abstract     = {{This study explores how employees make sense of sustainability efforts within a for-profit organization producing single-use products, focusing on the Scandinavian company Ecolette. Drawing on CSR-related literature, including Basu and Palazzo’s (2008) CSR Process Framework, micro-CSR, Social Identity Theory (SIT), organizational identity, and cynicism, the study provides a nuanced understanding of employee perspectives in a contested industry. Empirical data was gathered through semi-structured interviews and analyzed using an interpretive and abductive approach within a qualitative case study design. Findings show that while employees generally support Ecolette’s sustainability narrative, they also rationalize contradictions between the company’s sustainability stance and the nature of its products. Ambiguous sustainability goals contribute to uncertainty, misalignment, and in some cases, elements of cynicism, something we refer to as ‘sustainability fatigue’. By adopting a micro-CSR lens, the study offers insights into how individual sensemaking shapes and reflects organizational identity, adding depth to our understanding of CSR in complex, sustainability-challenged contexts.}},
  author       = {{McDonald Beasley, Madison and Ringblom, Veronika}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Determining CSR Character During a Time of Sustainability Fatigue}},
  year         = {{2025}},
}