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Abstract
ABSTRACT This article explores the concept of culture of sustainability in various contexts, considering different definitions of sustainability, such as environmental, social, and economic. Sustainable choices require radical change to the extent that companies must change their organisational structure and strategies to promote a culture of sustainability. This paper aims to explore these strategic choices to highlight the best practices and understand more about the possibility of implementing a culture of sustainability. The methodology is a multiple case study complemented by semi-structured interviews and secondary data. The data analysis highlights the main moves made by our sample to adopt sustainable behaviours and provides insights into how to adopt these behaviours in their strategies successfully. Overall, this work contributes to understanding how to create a culture of sustainability within companies by promoting sustainable behaviours and offers practical implications for companies interested in implementing this strategy.
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