Abstract
This article aims at providing a deeper understanding of how vocabularies of motive in institutional logics shape sustainable practices. Drawing on an embedded case study comparing the market, community, state, religious, and sustainable logic, I contribute to an in-depth understanding of the crucial role of vocabularies of motive in shaping sustainable practices. The analysis reveals that each institutional logic implies different vocabularies of motives for sustainability, which in turn become manifest in different institutional toolkits for sustainability. The toolkits differ considerably in terms of degree and the kind of sustainable practices. The findings underline the crucial role of language in shaping sustainable practices and consequently in maintaining differences within an institutional field. This paper thus not only advances the institutional logics and related vocabulary perspective, but also contributes to a broader picture of what is known from the literature on sustainable behaviour of organisations.
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