Sustainable “what”? A cognitive approach to understanding sustainable development
Qualitative Research in Accounting & Management
ISSN: 1176-6093
Article publication date: 13 March 2007
Abstract
Purpose
The purpose of this paper is to explore the meaning of sustainable development held by New Zealand “thought leaders” and “influencers” promoting sustainability, business, or sustainable business. It seeks to compare inductively derived worldviews with theories associated with sustainability and the humanity‐nature relationship.
Design/methodology/approach
Worldviews were explored through a cognitive mapping exercise. A total of 21 thought leaders and influencers constructed maps of their understanding of sustainable development. These maps were analysed to reveal commonalities and differences.
Findings
Participant maps illustrated disparate levels of detail and complexity. Those participants promoting business generally emphasized the economic domain, accepting economic growth and development as the key to sustainable development. An emphasis on the environmental domain, the future, limits to the Earth's resources, and achievement through various radical means, was more commonly articulated by those promoting sustainability. Participants promoting sustainable business held elements of both approaches, combining an emphasis on the environmental domain and achievement of sustainable development by various reformist means.
Research limitations/implications
This study identified the range of worldviews expressed by 21 thought leaders and influencers across three main domains only – promoters of sustainability, business or both. Extending this sample and exploring how these and other views arise and are represented within a wider population could be the subject of further research.
Practical implications
Such divergence of opinion as to what connotes sustainable development across even a small sample does not bode well for its achievement. The elucidation of the worldview of promoters of sustainable business points to the need to consider more carefully the implications of environmentalism, and other aspects of sustainability, integrated into a business agenda.
Originality/value
This paper contributes to empirical research on environmental worldviews which has barely penetrated discussion of sustainability within the management and business literature. It shows cognitive mapping to be an effective technique for investigating the meaning of a conceptual theme like sustainable development.
Keywords
Citation
Byrch, C., Kearins, K., Milne, M. and Morgan, R. (2007), "Sustainable “what”? A cognitive approach to understanding sustainable development", Qualitative Research in Accounting & Management, Vol. 4 No. 1, pp. 26-52. https://doi.org/10.1108/11766090710732497
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited